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A media agency partnered with Teak Research to gain a comprehensive understanding of the second-hand car market in Thailand. Their goal was to inform the development of a marketplace platform for second-hand cars that would streamline the buying and selling processes. This platform would not only serve as an app but also support other touchpoints, including call centers and bank branches, as they aimed to position a major Thai bank as the leading auto-loan provider in this space.
The research aimed to explore the experiences of both second-hand car sellers and buyers. Teak Research proposed a mix of ethnographic interviews and netnography to delve into the existing products and identify opportunities for improvement. The objectives included understanding the overall perceptions and experience journeys of sellers and buyers, developing typologies and personas for buyers, identifying micro-moments for services and messaging, and informing the design of the platform across various touchpoints.
The research produced valuable insights into the typologies of second-hand car buyers and sellers, outlining their unique journeys and behaviors. It identified key micro-moments that presented opportunities for service enhancements and messaging strategies. The findings informed the design of the marketplace platform, helping to create a user-centered experience that addresses the needs and pain points of both buyers and sellers, ultimately aiming to establish the major Thai bank as a trusted partner in the second-hand car marketplace.
We recruited and interviewed 12 money market banking customers for a major financial institution in Thailand to identify a typology of customers and their customer journeys and to inform the design of user interaction with money market financial products within the company's mobile banking application.
We recruited 16 Car-for-Cash customers and conducted user research study for a major Thai financial institution to identify a customer typology and their journeys to inform the bank's roadmap including product development, user experience design, and communication strategy.
We recruited and interviewed 12 agents and buyers of health and life insurance to identify cultural nuances, customer typology, and customer journeys for a Singaporean insurance agency to inform their strategy in the Thai market and the user experience design of an insurance sales platform.
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