Buying a car is one of the most complex customer journeys on earth. From deciphering needs and wants to determining a budget to the actual purchase itself, consumers have a myriad of choices and little reliable information to guide them.
Bradley Miller, Sr. UX Researcher at Autotrader, will describe how he used UserTesting’s Live Conversation to understand the complex and exhausting process of purchasing a car, and how he used those findings to help his company improve its customer journey.
In this webinar, you’ll learn:
- How to use ethnographic interviews to get customers to open up about their thinking and the purchasing process
- How to use that information to bust customer myths within your organization
- Tips and tricks on how to get the most from live interviews