User Journeys

I developed two research-driven journey maps that captured buyers’ and dealers’ end-to-end experiences and served as a shared reference across the organization.

Two detailed journey maps shown side by side: a five-stage Buyer Journey on the left and a six-stage Dealer Journey on the right, including process flows, pain points, and touchpoints.

Project context

AutoScout24 is Europe’s largest online car marketplace, offering private customers, car dealers, and partners a comprehensive platform for buying and selling vehicles online.

Company: AutoScout24 GmbH
Role: Senior User Experience Designer
Period: 2019
Scope: User journeys covering private car buying and the automotive retail process, from research and synthesis to visualization and internal communication
Tools: Sketch, Excel, EasyFeedback

The task

Buyers and dealers experience AutoScout24 through many individual touchpoints, but no view of the journey as a whole existed. Two journey maps were to make these journeys visible and bring together insights into behaviors, needs, and pain points as a shared foundation for customer service, sales, and product teams.

Outcome

The maps brought journey stages, roles, systems, time spent, pain points, and AutoScout24 touchpoints into a single view.
They served as a shared point of reference whenever processes were discussed across team boundaries.
The insights informed new product ideas, design sprints, and workshops.
The maps were shared across the organization through in-person and remote show-and-tells and incorporated into onboarding for new employees.

Photograph of the printed Dealer Journey on a wall, shot at an angle: phase columns with illustrations and key actions above, below them process flows, time-expenditure figures, and pain points.

My role

As a Senior User Experience Designer, I played a central role in shaping the journeys. My work covered planning and conducting in-depth interviews and surveys, data analysis and synthesis, visualization, and internal communication.

Skills

UX Research
Journey Mapping
Research Synthesis
Information Visualization
Workshop Facilitation

Team and collaboration

Team: Senior User Experience Designer throughout, joined at different stages by up to four colleagues from UX design and UX research
Way of working: Independent responsibility for data collection, synthesis, and visualization, with support from UX design and UX research

Specific product ideas and initiatives that emerged from the journeys are not included for confidentiality reasons. I’m happy to discuss the research approach, collaboration, and how the journey maps were used in person.