E-commerce B2C Service Platform

Carcility

Revolutionizing car service booking in Dubai with a seamless, trust-building digital experience that increased completed bookings by 42%.

Role

Lead UI/UX Designer

Timeline

6-8 weeks

Platform

Responsive Web

Tools

Figma, Hotjar, Google Analytics

Overview

Transforming Car Service Experience in Dubai

Carcility is Dubai's leading car service and maintenance platform, offering everything from basic car washes to complex repairs with free pick-up and same-day delivery. The platform needed a complete UX redesign to reduce booking abandonment and build trust with customers hesitant to hand over their vehicles.

The Challenge

Key problems identified through analytics and user research:

  • 58% booking abandonment rate during service selection
  • Lack of transparency in pricing causing trust issues
  • Complex form requiring too much upfront information
  • Limited visibility into service quality and process
  • Poor mobile experience despite 72% mobile traffic
42%
Increase in Completed Bookings
35%
Reduced Support Tickets
60%
Discount Package Uptake

01. Empathize

Understanding user needs and pain points

Research & Discovery

User Interviews

25 interviews with Dubai residents (car owners aged 25-45)

Analytics Analysis

6 months of data from Google Analytics and Hotjar

Heatmap Studies

Analyzed user behavior on booking flow pages

Target Audience

Primary: Busy professionals in Dubai (ages 28-45) who own cars and value convenience. Mix of UAE nationals and expats with varying Arabic/English preferences.

Secondary: Corporate clients managing fleet maintenance.

Key Insights

01

Trust Before Transaction

Users needed proof of service quality before booking. 82% checked reviews and wanted to see certifications, before/after photos, and detailed service explanations.

02

Price Transparency Critical

Hidden costs were the #1 reason for abandonment. Users wanted upfront pricing with clear breakdowns and no surprises at checkout.

03

Mobile-First Necessity

72% of traffic came from mobile, but the experience was poor. Users wanted to book quickly during commutes or while waiting.

02. Define

Synthesizing insights

User Personas & Problem Definition

Ahmed Al-Mansoori

Corporate Professional

Age: 34 | Location: Dubai

Background: Marketing manager, owns luxury sedan

Goals
  • Maintain car without disrupting work schedule
  • Get quality service without hidden charges
  • Track service status remotely
Pain Points
  • No time to visit service centers
  • Previous bad experiences with unreliable services
  • Difficulty comparing service options
"I need a service I can trust that won't waste my time."

Priya Sharma

Expat Parent

Age: 31 | Location: Dubai

Background: Stay-at-home mom, manages family SUV

Goals
  • Find affordable car maintenance packages
  • Schedule around kids' school times
  • Understand exactly what services include
Pain Points
  • Confused by technical service jargon
  • Worried about being overcharged
  • Limited knowledge of car maintenance
"I want clear, honest pricing and simple explanations."

Problem Statement

How might we create a transparent, trustworthy car service booking experience that simplifies complex service options, provides clear pricing, and accommodates busy Dubai lifestyles—especially on mobile devices?

03. Ideate

Exploring solutions

Solution Design

Key Design Solutions

Progressive Service Selection

Solution: Three-step booking flow: 1) Select service category, 2) Choose specific services, 3) Enter details

Impact: Reduced form abandonment by showing price updates in real-time and allowing users to adjust selections easily

Transparent Pricing Cards

Solution: Large, visual pricing cards showing "60% OFF" prominently with clear original and discounted prices

Impact: Increased discount package selection by 60%, boosted average order value

Trust-Building Elements

Solution: Added customer testimonials, Google Reviews integration, and Radio Mirchi investment badge

Impact: Increased booking conversion, especially for first-time users

Mobile-Optimized Forms

Solution: Large touch targets, auto-complete for car make/model, smart input fields (phone format)

Impact: 45% faster mobile form completion, reduced input errors

User Flow: Service Booking

1

Land on Homepage

2

View Service Packages
(Browse offerings)

3

Select Service
(See pricing)

4

Enter Vehicle Info

5

Enter Contact Details

6

Get Instant Quote

7

Confirmation & Follow-up

04. Prototype

High-fidelity designs

Visual Design & Prototyping

Design System

Created a comprehensive design system with:

  • Color Palette: Vibrant blue (#2B5BE8) primary, warm orange (#FF6B00) for CTAs, creating energy and trust
  • Typography: Open Sans for readability, supporting both English and Arabic text
  • Components: 50+ reusable components including service cards, form inputs, pricing displays
  • Responsive Grid: Mobile-first 4-column grid system adapting to tablet and desktop

Key Screens

Homepage Design

Hero section with instant quote form and prominent 60% off messaging

Service Packages

Visual cards showing service options with clear pricing and inclusions

Mobile Booking Flow

Optimized mobile experience with large touch targets and minimal input

05. Test

Validation and iteration

Usability Testing & Results

Testing Approach

Method: Moderated usability testing with 12 participants (6 Arabic speakers, 6 English speakers)

Tasks: Browse services, select package, complete booking form, find pricing information

Key Findings & Iterations

Validated

Pricing Transparency

Finding: 100% of users appreciated upfront pricing and discount visibility

Feedback: "Finally, a service that doesn't hide costs!"

Issue Found

Form Field Confusion

Finding: Users unsure why car model was required upfront

Solution: Added tooltip explaining "Helps us provide accurate quote"

Result: Form completion rate increased 28%

42% Booking Increase

Completed bookings rose from 38% to 80% conversion rate within 3 months of redesign launch.

Mobile Excellence

Mobile booking completion rate improved from 22% to 67%, now matching desktop performance.

35% Fewer Support Tickets

Clear service descriptions and transparent pricing reduced customer confusion and support needs.

60% Discount Package Uptake

Prominent discount messaging drove users toward higher-value service packages.

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