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Design a product to help people buy cars.

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Since the question is pretty general, I would like to unnderstand it better before trying to solve it.

  1. The term 'Product' could mean both Hardware product or a Software app. However I would like to go with an app as we are more experienced in "App" Domain than a Physical Product. Hope the assumption is fine. Yeah, it makes sense.
  2. I would like to keep the 'Cars' term as general as it sounds and not want to narrow it to some specific type of Car. This is because as of now I don't feel narrowing this would create a huge difference. Hope this is okay? Yeah it's fine
  3.  Already Facebook has a Marketplace. Why do we want this separate from Marketplace? Of all the listings in Marketplace, Cars are the least ones in  number. That's why we are planning to make a separate one unique for cars.
  4. Since people tend to buy first hand cars from company shwrooms, I like to assume the cars we deal majrly tends to be Second Hands/ Used ones. Is this okay? Yeah this makes sense
  5. What is our goal that we are trying to achieve? Help users find suitable cars for them
I always believe that to build something meningful, one needs tounderstand  the situation, the user and their needs. Through the above discussion, I was able to get an understanding of the situation. Next I would like to go on to understand the users and their needs.
 
Since this is a market place it obviously has both Sellers and Buyers associated with it.  However, the question asks us to focus on Buyers. So I'll try to understand the Buyers more now. I also assume that the app has all that the Seller gets to have like posting, chatting witht the user, and other functionality that are there in Marketplace since we are to focus for Buyer side as per the question.
  1. Buyers who do this as a living, i.e., they buy and sell it to others with some profit. They tend to have well versed knowledge with cars and know the intricacies involved 
  2.  Buyers who are trying to get a car of their own and are not aware of the intricacies/ having the "car knowledge"
  3. Buyers who are well versed with cars as that is their interest and are trying to buy one for themselves
Of this I would like to prioritize the 2nd group has they are more in number and an app addressing their need will also address the other 2 and it would be easy for us to scale to them easily.
 
  1. Not sure how to decide which car to buy
  2. Not sure how to justify if the price is a good deal and espescially with COVID pandemic in place, buyers tend to be afraid of going to a place and check the quality of the car.
  3. There is a fear about the ownership of the car [Is the seller the actual owner of the car]
  4. Users would like to bargain the price and don't know what how to go about it. Personally I'm someone who is very bad at bargaining and don't know how to go about it. 

Of all these, I would like to prioiritze the above using  the Reach, Impact of these needs/painpoints.

1st and 2nd are pretty common and thus have a huge reacha n impact. While, 3rd is pretty rare and thus have a low reach. 4th has a medium reach.

So I would like to focus on 1st and 2nd from the above discussion.

Thus, the PS is more like, "Design a product to help buyers without car knowledge to buy a car suitable to them"

Solutions

SolutionsReachImpactComplexity LevelNotes
They can create a forum where users of Facebook will be able to discuss/ clarify their doubts regarding the "Terms" of Car. This can be effectively done by Facebook due to their immense user count compared to any other Big FirmsHighMediumLowThis Solution addresses 1st Painpoint. The drawback here is  the users who share views might not be that experienced in this domain.
The app can have a search functionality, that the user can use to search using not just company Names but also using common terms like, "Car for 6" or "Car under 5Lakhs". This'll get them the results. They can also use User's Comments in Forums as well to rank the listings. They can also have filters using the Price Range, Expected Resale Value,etcHighLowHighThis Solution addresses 1st Painpoint. People tend to search for information in Websites through Browsers and not through FB 
The App can Use  AI to calculate a QualityScore for the given listing using features, Age, and other things that we can come up with through research. Along with the Score, We can also Expect the Resale Value and show it to the users. This'll help us find the quality and check how good the Price is MediumHighMediumThis Solution addresses 2nd Painpoint. The trade off here is that the  accuracy need to be of highlevel espescially while predicitng the Quality Score as any wrong here would affect both Buyers and Sellers
The app can have a feature to check out the car using AR by connecting this with Oculus.This'll help user check the Visual qualtiy of the car right from being at homeHighHighHighThis Solution addresses 2nd Painpoint. The tradeoff is that Not everyone will have Oculus to experience the AR
The app can have a feature to check out the car using Facebook  Portal. This'll help user check the Visual qualtiy of the car right from being at home. The best thing about this is, even if one (buyer/Seller) of them has portal, the users can use this. HighHighMediumThis Solution addresses 2nd Painpoint. 
We could have a partnership with firms like CARFAX that helps user get to know the history of the car. This'll help the user understand the quality in more depthHighHighLowThis Solution addresses 2nd Painpoint.

  

Of all the above solution, I would like to prioritize the Solution 1,3,5, and 6 for the MVP due to the above factors.

I would like to see these functionalities added as a part of Facebook under a new tab (say a tab called Car Trades similar to Marketplace). This'll help us garner the initial user acquisition easily without much issue. However, the drawback with this is, Introduction of Updates will take more  time compared to the time taken for a standalone app. 

Success Metrics:

  • # of users visting the tab per day
  • # of threads created in the forum per day
  • # of successful transactions

Summary:

The problem's scope was narrowed to help users buy a car with no prior knowledge through various discussions and assumptions. After brainstorming, the decided solution is to have a new tab similar to Marketplace exclusively for Cars with features like a forum page for users to have discussions on what to buy, Calculation of Resale Value and Quality Score through AI, Checking Car's history through Partnerships.

 

 

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Lokesh Kumar R 

On to the 2nd round….

 

Things you did well.

1.       Clarifying questions – solid set of questions

2.       Personas

a.        identified the marketplace nature of the question

b.       Broke buyers into sub classes

3.       Pick a persona based on criteria – picked the biggest group

4.       Identified pain points

5.       Pick a pain points using criteria – (personally I would pick just one pain point, it will reduce your solutions as well – you can’t boil the ocean in real life nor in an interview question). 

6.       Solutions -  3-4 solutions plus one moon shot (quality score isn’t a moon shot but its solid)

7.       Pick a solutions using criteria – you used a derivative of RICE

8.       Defined success metrics

9.       Provided a summary

 

Things to consider

1.       I like to come up with solutions not features and pitch them like an elevator pitch

a.       HELP ME CHOOSE –based on your search criteria using an AI scoring algorithm to prioritize the cars that are the best in the search results and provides a score as well as a text explanation why that car scored well or poor.

b.       LET ME SEE IT – Once the user get to the Product Page for a CAR the APP has advanced AR features to allow them to see it as if they were there.  We work with sellers to take multiple pictures of the car and then we stich those together into an AR view the user can use from their cell phone.

c.       CAR TALK – Facebook can build forums where users can ask questions about cars from experts without the pressure of the sales cycle.  We can work based on reputation and feedback to rank the value of the people answering question like a Facebook group but with a twist. User don’t necessarily stay in the group and the people who answer are ranked. 

2.       Then I pick one solution using the same criteria that you laid out – I don’t pick 4 features that make it into MVP – just one solution.

 

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