Visual Search
Inclusive Design
Multimode
Redesigning search experiences for 52,000 Indian auto mechanics of Tata Motors.
TIMELINE
8 weeks, Mar-May 2021
MY ROLE
Product Designer
TEAM
1 Product Designer + 1 UXR +
1 UX lead + 1 Lead Engineer
Tata Motors customers are provided with original equipment manufacturer (OEM) parts by Tata Genuine Parts (TGP).
YUJ Designs, a leading design consulting agency, partnered with Tata Motors to enhance the search experience for over 52,000 mechanics, creating a user-friendly multimodal search solution tailored to their diverse needs.
THE CHALLENGE
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Tata Motors, known for its reliable and robust vehicles, observed a 12% drop in revenue for motor parts
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The decline was due to increased search times and poor user satisfaction among mechanics who struggled to find necessary spare parts
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Ensuring easy access to critical components for their own mechanics became a pressing concern, threatening their strong reputation for quality
THE IMPACT
PROBLEMS IN THE OLD DESIGN
Search
one-dimensional
No visual hierarchy
Not inclusive design
Does not support multilingual input
THESE ARE
DESIGN PRINCIPLES
I HAD IN MIND
Multimodal Search
Enable text, voice, and visual search for varied user scenarios
Relevant Information Organize search results with clear visual hierarchy and detailed context
Inclusive Design
Ensure the search UI is accessible and adaptable for all users
User-Friendly Interface Design a clean layout and guided search experience
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User interviews were chosen as the most effective method to deeply understand mechanics' needs, address cultural and language nuances, and facilitate collaborative problem-solving across the team
USER INTERVIEW
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We interviewed six Tata Motors mechanics to understand their website challenges, spare parts knowledge, and purchasing processes
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These multilingual calls involved our user research,
UX, and engineering leads. I personally interviewed
Jay Shah in Gujarati
Auto mechanic
Bangalore, India
“We spend too much time looking for the parts we need. If we could find parts more easily, we could finish our jobs much more quickly.”
Auto mechanic
Delhi, India
"We call parts by different names, like 'patti' in South India and 'chakka' in the North. I want the search give results in our terms."
"Having support in gujarati will make our work even easier."
Auto mechanic
Gujarat, India
Auto mechanic
Gujarat, India
"As soon as we get the right parts, our work speed picks up, you know?"
WHAT DID WE LEARN ABOUT
SEARCH FROM MECHANICS?
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Efficient search to minimize downtime
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Incorporate regional terms and multilingual support
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Native language usability
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Fast, accurate parts access boosts productivity
Guided by mechanic insights, we crafted wireframes with tactically organized information, realistic layouts, and images. Each search result was designed to align with how mechanics typically search, ensuring a user-friendly experience.
DETAILED SOLUTION
Search by click - gets options of recent searches, registered vehicle and recently viewed parts to quickly add to cart option
Search by Name
Provides suggestions, groups results by assembly and kits, and displays last ordered items
Search by Voice
Allows mechanics to use their voice to conduct searches in their preferred language.
Search by Uploading Image
Enhanced with OCR (Optical Character Recognition) for improved search capabilities.
DESIGN SYSTEM
I ensured brand consistency by using the company's original colors, typography, and identity, all while conveying the brand’s tones of reliability, innovation, and strength.
Crafted icons with a cohesive line style, developing 3D and shaded variations to enhance the brand's trust, confidence, and pride.
SUCCESS AND METRICS
LEARNINGS & REFLECTIONS!
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Initial design using fleet number search failed, revealing a disconnect between designers and mechanics
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We involved mechanics early in the process, leading to more practical and effective solutions
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Implemented OCR and voice search to meet diverse mechanic needs, making the tool more user-friendly
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Involving mechanics improved team communication, especially across different languages
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We now prioritize user feedback and smart tech integration, ensuring solutions are both innovative and practical
