THE CHALLENGE
Developing an engaging mobile app experience and designing strategies for building car washing habits in users
One of the most pressing challenges for service-based companies is converting one-time users into returning users. CleanGo wanted to convert a larger portion of their car washing customers into repeat customers through the development of a mobile app and an improved overall customer experience.
The leadership’s most urgent questions were:
- Is the subscription car washing model feasible in Hungary?
- How many times does a customer have to use the service to become a ‘regular’ user and how can we achieve it?
OUR APPROACH
BeHive examined academic research on habit formation and industry best practices for mobile and traditional car washing services to provide a solid framework to conduct our own user research and to inform our intervention design.
To investigate individuals’ car washing behaviours and attitudes and preferences toward car maintenance, BeHive administered existing customer and general population surveys, complemented by interviews with CleanGo’s users.
Using the insights gathered from our primary and secondary research, BeHive performed a behavioural audit on CleanGo’s mobile app to identify and design interventions for users’ biggest barriers to becoming returning customers.
The Result
Uncovered decision factors
The user interviews and population surveys administered by BeHive uncovered the conscious and unconscious decision factors that influence mobile car washing-related behaviours.
Human-centric communication
BeHive’s secondary research and behavioural audit allowed for the development of a more human-centric website, mobile app, and marketing communication.
“While previously 800 HUF worth of ads were converted with one app download, it decreased to 250 HUF, and the number of CleanGo customers is also rising.” – Peter Vagi, Chief Executive Officer, CleanGo
Converting users
We identified the time frame and process for converting one-time users to recurring customers, and BeHive provided a variety of habit-forming interventions for CleanGo to do so.
Testimonials
Peter VagiChief Executive Officer
“With the support of BeHive, we have realised many essential customer preferences which make our business strategy much more accurate and predictable in terms of the market feedback. An external, objective perspective on our company’s values, identity and services is invaluable, and BeHive offers a detailed, clear view of these aspects.”
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