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Liz Brown Design

Vroom Journey Map

Level of Zoom

Experience retrospective


As a designer, I try to take every opportunity I can to try new products and interact with new digital tools. I recently needed to purchase a new car and have been very interested in exploring services that allow you to buy and sell your car online. I tried two different services, one was Carvana and the other was Vroom. I filled out a request on both websites to have them appraise my current vehicle, because Vroom came back with a higher quote I chose to move forward with their experience.


The process was quite bumpy for me and after some time, even small things started to upset me because it was one thing after another after another. Ultimately it took me 6 weeks to complete a process that could've happened in a matter of days and in the end I was less than excited about my experience. I decided to create a journey map of it to share with my design, tech and product partners to demonstrate how important service design and design is in the digital products we create by showing them what a disjointed service looks like from the customer's point of view.

The end product is below, but for best viewing use the link below to download and look at on a desktop.


As a service designer these were the top things that stood out to me as negative customer experiences that resulted from a lack of business coordination or proper design:

  • Not having a full list of the pictures I needed to take of my vehicle before I got to that step in the process
  • Clearly being handed off to a third party service to collect information that I had already entered
  • Getting inconsistent communication from different people through different channels
  • Being bombarded with calls when it was time to arrange pickup of the vehicle
  • Giving my vehicle away to a stranger in an unmarked uniform with unofficial paperwork
  • Waiting 5 days to make sure I got paid for my vehicle after giving it away to a stranger


Overarching take aways to remember when designing a product or service:
1. Third party partners have a big influence on how customers perceive a brand, whether it's justified or not
2. without clear direction or incentives a fast and simple process can become unneccessarily slow
3. Multi-channel communication with customers should be clear, consistent and on brand
4. Transparency to 'backstage' activities is not a good thing