Service and maintenance pricing estimator for consumers
The Challenge
Kelley Blue Book had earned decades of trust helping people understand what a fair price looks like when buying or selling a car, but not when repairing or servicing it. Car owners experienced unclear pricing, confusing terminology, and fear of being overcharged.
The challenge was to bring KBB’s “consumer-advocate” mindset into auto service. How could we help people feel informed and in control when it came time to maintain or repair their car?
Our Research & Insights
User interviews and behavioral data revealed a consistent pattern:
- Anxiety peaked before a service visit, not during it
- Most people didn’t know what services were actually necessary
- Price alone wasn’t enough—people wanted context and validation
Journey maps showed that users often entered the process already skeptical, searching for reassurance before committing to a shop or service. Competitive analysis reinforced this: while other tools focused on estimates or coupons, few helped users understand why a service mattered or whether it was the right time.
Key insight: people needed guidance, not just numbers. They wanted a trusted advisor that explained service needs in plain language.
The Solution
Service Advisor was designed as a decision-support experience that helps users understand what services their vehicle may need, when they may need them, and what to expect before taking action.
We explored multiple concepts through sketches and wireframes—ranging from maintenance timelines to diagnostic-style flows—before landing on an experience that balanced education with simplicity. Usability testing pushed us toward:
- Clear service recommendations tied to vehicle data
- Progressive disclosure to avoid overwhelming users
- A reassuring tone that emphasized preparedness over urgency
High-fidelity prototypes refined hierarchy, language, and interaction patterns, ensuring the experience felt consistent with the KBB brand while being more empathetic than traditional service tools.
Results & Impact
Service Advisor helped users better understand their vehicle’s needs and increased engagement with service-related content. In testing, users consistently reported feeling more confident and informed, describing the experience as “helpful,” “clear,” and “non-pushy.”
While aspects of the product evolved beyond the initial concept, the work validated the value of KBB playing a stronger role in the ownership journey—not just at the point of purchase.
Reflection
This project reinforced the importance of designing for mindset, not just task completion. In high-stress moments like auto service, clarity, timing, and tone matter as much as functionality. Given more time, I would explore deeper personalization and stronger connections between guidance and next steps, while continuing to test how much recommendation is helpful versus overbearing.
One key learning was that our early results skewed too heavily toward dealerships, while users expected to see more independent, “mom and pop” shops. Balancing paid dealer placements with free listings proved challenging, and initially limited perceived choice. Further research showed that after about five years of ownership, most consumers no longer return to dealerships for service. Shifting the experience to surface more independent shops for older vehicles better aligned with real behavior and ultimately helped users feel they were seeing the best—and most relevant—options.