TTS

TTS is an official dealer for 20 car brands, with 98 dealerships across 10 cities. It sells new and used cars and handles maintenance and repair. With $13.5B in annual turnover, it ranks among the top three car dealers in Russia.

My role

I led product design, UX, and UI, working closely with product management, analytics, marketing, and business development.

Problem Statement

In three years the customer base grew by almost 240%. That overloaded the phone line: wait times rose and so did frustration. To take the pressure off, the company decided to make the mobile app the single point of contact. I joined the product team that reimagined the app and set its direction.

User Research

Over three weeks I ran 10 user interviews with both experienced drivers and first-time car owners. I also surveyed 10% of the user base and processed about 200 responses.

CJM

From the research, I built a customer journey map and used it to shape the app screens.

Usability Testing

I built a quick prototype of the main use case, tested it with 6 users, applied the changes, and then assembled the full prototype in Figma.

Main insight

6 of 10 drivers worried about their car's safety. Once they handed over the keys, they had no idea what was happening and wanted only an experienced mechanic to touch it. The fix went beyond design: we installed IP cameras in the repair area and streamed the video straight into the app.

Proactive service reminders

If a user has serviced their car with us before, we already know what is due and when. We notify them and offer a slot at a convenient time, so everything happens in the app with no phone call.

Personalized special offers

Since we know the user's car, we show seasonal offers that fit it: the right tires, rims, oil, and parts.

Trade in and car catalog

I added an easy car catalog with flexible filters and the option to book a car.

Results

I worked out every use case and handed the UI concepts to a junior designer for the remaining screens. Three months after launch, calls to the phone line dropped by 17% and the app reached 12,400 monthly active users.