Problem Statement

Design a mobile app landing page for CARS24’s Exchange Program, where users can sell their old car and upgrade to a new one.

1. User Persona

In this project, I crafted three detailed user personas—Arjun Mehta, Neha Sharma, and Rakesh Verma—to represent distinct segments of car exchange platform users. Each persona was built with emotional depth, behavioral insight, and contextual relevance to ensure product decisions are empathetic and user-centered.

What I Did:

• Defined demographic and psychographic profiles including age, occupation, location, income, and family status.
• Wrote emotionally resonant bios that reflect each persona’s motivations, lifestyle, and relationship with their current vehicle.
• Mapped goals and pain points to uncover what each user values and struggles with during the car exchange journey.
• Created full user journey maps from awareness to post-purchase, highlighting emotional states, actions, and friction points.
• Identified key touchpoints that influence decision-making and satisfaction across the flow.

Key Touchpoints Across Personas:

• Mobile and Web Interface – The primary hub for browsing, filtering, and shortlisting vehicles.
• Onboarding & Homepage – Sets the tone for engagement and guides initial exploration.
• Valuation & EMI Calculator Tools – Crucial for assessing affordability and trade-in value.
• Chat Support / AI Assistant – Builds trust and resolves doubts during evaluation and decision-making.
• Delivery Agent Interaction – A pivotal moment that shapes final impressions and satisfaction.