The Client

Our client is an established financing company that is especially well-known in the car purchasing market. The client has a very strong rooted presence in the offline stage and is set to create larger footprints on the online stage.

What We Did

We did a two-phase process throughout the project while infusing team capability-building activities in-between. The two phases are (1) Foundational research and (2) Product design.

Phase 1: Foundational Research

Looking-in’ – Stakeholders Interview and Team Alignment

This is critical for alignment, expectations and previous learning on the vision across different functions, from the business point of view.

Together with the team, we aligned the vision and objective by dumping what we know, our held assumptions, and our hypothesis

Looking-out’ – In-Depth Interviews and Concept Explorations

We set out and conducted in-depth interviews and numerous sacrificial concepts with the identified stakeholders. This really helped us dig deep into valuable user insights and gained quick feedback that is needed for us to rapidly iterate on the concepts, saving time and effort.

We visited the dealership center to get a richer context and to observe how dealers operate.

Looking Around’ – Competitor analysis and evaluation

The online market for second-hand cars is not a blue ocean space. By looking around we were able to identify each value proposition and any unfulfilled gaps to leverage our product offering.

We synthesized findings from our research sessions to extract the underlying insights. 


  • Behavioural insights: Insights gave a deep understanding of how customers make decisions when buying cars, strategies to sell online, which helped us identify their needs and spot the opportunities where we can help them;
  • Design principles: Based on our findings, we formulated design principles to be used as a guide when designing the solutions for the customers;
  • Concept recommendation: With the insights, it led to key concept recommendations to be used on the platform including value propositions that appeal to users.

Phase 2: Product Design

Using the results from the Foundational research, we then went to the drawing board to design the product. We did this in four steps: (1) Planning, (2) Wireframe & prototyping (3) Usability testing, and (4) Refine & finalize.


After we agreed on the value proposition and the desirable requirements for our initial product, we then built the information architecture (IA) and explored a few visual directions that would best cater to the key messages that we wanted to convey.

Wireframe & Prototyping

The IA then is translated into wireframe and prototypes with the synthesised insights and design principles in mind.

An overview of the initial prototype we made to test.

Usability Testing

Usability testing is highly important to capture and fix any severe usability issues before the big launch. Our robust method helped the client make decisions on what needs to be immediately fixed and what can wait for the next phase.

Series of usability testings were conducted to help us understand if the prototype worked as intended

Interface design & Finalization

Refinement and changes based on the test results were then applied to the wireframe and key visual screens for implementation.

We then refined the wireframe and implemented the visual direction

Design Support

As with most of the development works, there is always a need for calibration on the design. That’s why during the initial development phase, we’re standing by with the team to navigate on design decisions to minimize the development effort while keeping the experience great for the users.

Developing team capabilities

As the client is new with the design thinking process, we conducted a short training and followed through by working alongside the client so that they can observe and get a better grasp of how we run the process to ensure that the work can be embedded into the organization.

Helping the client’s team kickstart their first usability testing sessions

Client Testimonial

The SomiaCX team provided a lot of shared knowledge about the world of UI / UX and in my opinion, they are very experienced. Our inputs are being accommodated and summarized in the form of interesting feedback. When the products are actually running, the SomiaCX team is still actively providing solutions that are very helpful in product development. Always success for SomiaCX!

Bernard Herjuna