Partmax B2B Automotive Marketplace | UX-Led Digital Innovation

Partmax

Accelerating the largest automotive parts marketplace from Australia's top independent resellers

Category: B2BDesign SprintTechnologyEcommerce

Scope of work: Design SprintDesign Strategy & ConsultationUser ResearchUX DesignUI DesignPrototypingTesting & Validation

Product: Partmax B2B Automotive Marketplace

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Bridging the gap between automotive service providers and independent parts suppliers, Partmax emerges as a dynamic B2B marketplace, fostering seamless connections across the automotive aftermarket.

Partmax empowers both automotive workshops and independent distributors, offering service centres efficient access to a vast array of parts, while providing suppliers a powerful channel to reach a broader customer base. Relab’s strategic design program focused on creating an intuitive and robust platform that caters to the distinct needs of both user groups, ensuring streamlined transactions and enhanced experience. Through a blend of deep industry understanding, digital innovation and collaborative expertise, Partmax is set to redefine efficiency and connectivity for the entire Australian automotive parts ecosystem.

The user needs

The current landscape in the Australian automotive aftermarket comes with a lot of unknowns, with valuable information and connections often hidden behind fragmented supply chains and traditional sales methods. Automotive service providers are not privy to real-time availability or transparent pricing across the vast array of independent suppliers, leading to inefficiencies and delays in their operations. Similarly, independent auto parts suppliers face challenges in effectively reaching a broader market beyond their existing networks, limiting their growth potential.

With a dedicated B2B marketplace, Partmax believes in providing more power to both automotive service providers and independent suppliers through streamlined access and enhanced visibility. This allows service centres to take the guesswork out of sourcing parts and make informed purchasing decisions, while empowering suppliers to expand their reach and optimise their sales processes.

The business needs

Partmax positions itself as Australia's premier B2B online marketplace for the independent automotive parts industry, aiming to provide a centralised, efficient, and transparent platform for all stakeholders. The core objective was to move beyond the traditional, often inefficient, methods of parts procurement and distribution.

We understand that Partmax identified a significant gap in the market: a lack of a unified digital ecosystem where both automotive service providers and independent auto parts suppliers could truly connect and transact seamlessly. This presented a compelling opportunity to establish a trusted platform that not only addresses the diverse needs of these two critical user groups but also drives significant operational efficiencies for both. The vision extends beyond mere transactions; Partmax aims to become the definitive benchmark for B2B interactions in the Australian automotive aftermarket, ultimately influencing and optimising the entire supply chain by fostering greater connectivity, transparency, and economic benefit for all participants.

Our approach

Human-focused and collaborative discovery process

Within a focused timeframe, the teams at Partmax and Relab embarked on a highly collaborative, lean market validation process. This involved an intensive period of co-design, aiming to forge a clear vision of what a truly effective and intuitive B2B automotive marketplace would look and feel like for its diverse users.

Our approach was deeply human-centred, commencing with direct, 1-to-1 user interviews with key end-users, primarily automotive service providers (mechanics and workshops). Simultaneously, we meticulously mapped their current user journeys, identifying critical pain points and unmet needs. This was then cross-referenced against the strategic goals and operational challenges faced by independent auto parts suppliers. This parallel discovery allowed us to rapidly and efficiently understand the complex landscape, accurately frame the core challenges and prioritise solving the most impactful pain points for both sides of the marketplace. Through this collaborative effort, coupled with detailed observation and synthesis of insights, we were able to lay a robust foundation for a solution that directly addressed the business goals and user needs.

IDEATION

UX storyboarding

Building upon rich qualitative insights from user interviews and journey mapping, we transitioned into intensive UX storyboarding. This process allowed us to visually articulate proposed solutions and user flows, transforming abstract pain points into tangible, human-centred experiences. We meticulously crafted scenarios depicting how both automotive service providers and independent suppliers would interact with Partmax, ensuring every key feature addressed specific user needs and business goals.

Envisioning

High-fidelity prototype

Following the UX storyboarding phase, our focus shifted to bringing the envisioned user experience to life through a high-fidelity prototype. This interactive mock-up served as a tangible representation of the Partmax B2B Automotive Marketplace, showcasing the refined user interface and seamless interaction flows. It allowed stakeholders to experience the platform as if it were functional, providing a crucial tool for final validation and refinement before development, ensuring the design perfectly aligned with both user expectations and business objectives.

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real user feedback

Qualitative user validation

We initiated a crucial phase of qualitative user validation with the high-fidelity prototype. This involved presenting the interactive mock-up to target users from both automotive service provider and independent supplier segments. Through moderated testing, we observed interactions, gathered direct feedback and identified areas for refinement. This iterative process ensured the final Partmax marketplace design was intuitive, efficient, and met real-world user needs.

POST LAUNCH

Proof of Delivery Application

Following the successful launch of the Partmax Marketplace MVP, our collaboration extended to the creation of a Proof of Delivery (POD) mobile application. This application was designed to further streamline the last-mile logistics for suppliers, enabling real-time tracking and instant delivery confirmation. This enhancement provided greater transparency and accountability within the supply chain, significantly improving the overall efficiency and reliability of transactions initiated through the Partmax platform.

Long Term Opportunities

Expanding to the DTC segment

Looking beyond the initial B2B marketplace success, our strategic outlook for Partmax began to explore other low-hanging long-term opportunities, particularly the expansion into the Direct-to-Consumer (DTC) segment. By exploring DTC experiences and models, Partmax aims to unlock new revenue streams and further solidify its position as a comprehensive solution provider in the broader automotive parts market.

The outcome

Validated digital ecosystem

Accelerated validation & clarity

Our human-focused and collaborative discovery process rapidly provided Partmax with invaluable insights and a clear, actionable direction for its venture. This allowed Partmax to quickly validate their market hypothesis and refine their product strategy.

Robust, user-centric foundation

Through strategic design and research expertise, Partmax established a highly robust and intuitive B2B marketplace. This user-centric platform, built on validated needs, significantly streamlined operations for both service providers and suppliers from day one.

Strategic roadmap for growth

Our comprehensive approach not only delivered a successful MVP but also provided Partmax with a clear strategic roadmap for future enhancements, including the POD mobile application and the exploration of lucrative DTC segments, ensuring long-term scalability and innovation.

The best start-up ventures are those that are founded by individuals that relates deeply with the core pain points of its users – paired with their industry network, experience and knowledge. Partmax is one of those, and the success of its launch is a reflection of exactly that.

Alvin HermantoPrincipal, Relab