Summary
Problem
In November 2022, carsales' communication system, though functional, lacked real-time messaging and voice calls, a standard in platforms like Facebook Messenger. The existing infrastructure couldn't support such advanced features, prompting the need for a new, integrated communication platform. My team was tasked with research, design, and testing of a solution that would enable safe, trusted, and seamless communication between buyers and sellers.
My role
My involvement in the project spanned two phases, with a break in between, allowing me to contribute to both the discovery phase and the later-stage development.
Phase 1: Discovery & research
- Conducted desktop research, analysing customer reviews, journey maps, and past user insights.
- Co-facilitated workshops (SWOT, CVP, ideation) with stakeholders for alignment.
- Contributed to concept creation for testing.
- Helped set up and moderate user interviews, synthesising feedback that later shaped the roadmap.
Phase 2: Strategy & development support
When I rejoined the team, I stepped into a more strategic and hands-on role:
- Supported the new Product Manager in refining the product vision, leading vision and strategy workshops to align the team.
- Supported developers ensuring UI decisions were implemented effectively.
- Initiated research for an audio calling feature, conducted a survey and ... feasibility.
- Took ownership of the design handover and onboarded the new permanent designer. With my extensive background knowledge of the project, I continue to provide ongoing support to the team.
Results
Influenced key features through research
Conducted research that validated the need for an audio calling feature, directly informing product decisions and technical feasibility assessments.
Refined product vision & team alignment
Led vision and strategy workshops that helped refine the product direction, ensuring clear goals and alignment across design, product, and development teams.
Seamless design handover & continuity
Took ownership of design handover, onboarding a new designer and ensuring a smooth transition, allowing the team to maintain momentum and execution quality.
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