Translating sales conversations into a scalable VAS experience
Background
While working on the Value Added Services (VAS) experience for CARS24, I noticed a clear gap: most VAS revenue was driven by sales calls, not the website.
Despite having a dedicated VAS page, ~90% of purchases were happening through assisted channels. The digital flow was underperforming.
The goal was simple:
Increase self-serve VAS adoption without relying on aggressive upsell tactics.
Project type
Value added services redesign
Company - CARS24
Project duration
2 months
(Jan 2025 - March 2025
Role
My role was to
- understand the requirements from stakeholders and Product managers
- Analyse the existing problems ( User research and Data analysis) - Team effort
- Define the problems, ideate possible solutions and deliver designs and test.
Analysing the problems in exiting version
We kickstarted with doing an analysis of the existing version of "doubt pe charcha" and finding out anomalies. Analysis done to find out insights and actionables are :
- Data Analysis
-Competitor analysi
- Sales call recording analysis
- User Interviews
- Product price analysis
