CARLOTZ

Journey Mapping - Visual Design - Product Design - UI - UX - XD

**real live client (awarded our team for best experiential design and campaign)


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THE JOURNEY SO FAR

CarLotz is a car consignment store started in Richmond, VA. They have found success through a unique business model and are on the precipice of national expansion.

SOLUTION

  • Create a clear and cohesive identity

  • Make the stores a place where coaches and guests foster better relationships

  • Simplify the digital experience + create communications that increase the number of guests

STRATEGY

A frictionless private selling and used car buying experience.

ROADBLOCKS

CarLotz is ready for national expansion but doesn’t have a brand that’s ready to scale because of:

  • Lack of awareness

  • Incohesive store environment

  • Lack of employee morale

OPPORTUNITY

Create a brand and experience that readies CarLotz to become a national brand


WE DECIDED A BRAND REFRESH IS NEEDED

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EXPERIENTIAL ASSETS

QR CODES

We want to ensure that every car is identifiable through a QR code. Not only will this make it easier on the employees but once scanned, the customer is also given information about the car on their digital device without having to ask for the assistance of someone who works there.

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STORE DESIGN

We created a uniform store design to unify their brand, based off an already successful dealership model. All stores are to have cohesive interior and exterior.

Click on images for full size.

TABLETS IN-STORE

Since privacy is lacked in their current structure, we have added tablets in-store that help speed the process, while giving people the ability to stay private with their information.

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BRANDING

EMPLOYEE ACTIVATION

In our findings we explored that employee morale is something that the company lacks, which is why we want to improve it. Every month we are bringing in the staff through events and activations, like happy hour. We want a team, not individuals working under one roof.

WELCOME PACK

Every employee gets a welcome pack once they start working at CarLotz. This furthers consistency, and weeds out false promises such as “paid vacation every month” originally made by  the company.

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KEYS 

Just like everything else, the keys that are handed off to the brand new owners of each car should have consistency. A simple solution- uniform keychains.

MERCHANDISE

We want guests to have a clear sense of who is staff and who isn’t so we want to further consistency by giving employees a uniform, with black pants and a simple shirt with the logo. 

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COMMUNICATIONS

PRINT

Billboards on the road are a good way to reach out to the users of a car consignment store as they give drivers a clear sense of what to expect in the next few miles.

MEDIA

We used social media GIF ads to get the attention of the audience we want in an easy, fast way. We want our ads to all fit the tone of the brand and quickly grab attention/raise brand awareness.

RADIO

One of the only times people listen to the radio anymore is when they are in the car, which is why a radio ad in areas within a 50mile radius of Steward would be beneficial. We wanted it to fit the tone of the rest of the brand that we have revamped.

DESIGN PRINCIPLES

Furthering consistency and creative choices, the brand guidelines are not to be changed.

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FONTS

COLORS

LOGO

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ROLLOUT PLAN

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WHAT SUCCESS LOOKS LIKE

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A distinct and cohesive identity that builds trust and is ready for national expansion

A standard for all current and future stores

A smarter, simpler way for guests to buy and sell cars

Higher awareness of the brand and what differentiates from competitors 

RESEARCH BEHIND THE WORK

METHODS

Primary Research

1x1 interviews
Store visits

Secondary Research

Brand deep-dive
Social listening + reviews
Trend analysis
Competitive analysis

Our team exploring CarLotz

Our team exploring CarLotz

CONSUMER JOURNEYS & USER PERSONAS

THESE ARE JUST SOME OF THE THINGS PEOPLE WERE SAYING

THIS IS WHAT WE FOUND OUT

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The consignment model is CarLotz’s most unique differentiator but many people don’t understand what consignment means in the car space. 


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Once sellers learn about and understand the consignment model, they are comfortable selling their by consignment, but buyers don’t trust the process and have a lot of concerns.

INSIGHTS FROM STORE VISITS

ADVANTAGES

  • Open space

  • QR codes on cars

  • Hassle free environment

  • Consumers can browse as they please

  • Informal and unjudgemental

  • Feels comfortable

  • Friendly staff 

DISADVANTAGES

  • Hard to find

  • No space for confidential conversations

  • Inconsistent experiences

  • No customer parking

  • Spaces are too small

  • Desks face the walls, employees don’t face customers as they walk in the store

  • Outdated furniture and ambiance 

  • Inability to distinguish between other customers and employees

  • Unorganized system of car layouts

  • Little to no staging of cars

  • QR codes not on every car


TEAM

Jose Jones (AD)
Rachel Street (CBM)
Hannah Barr (ST)
Lars Johnson (CW)
Linda Kirova (XD)
Melissa Thiemen (XD)