Lack of trust

Skepticism about the mechanic's honesty or skill, and fear of being upsold unnecessary repairs.

Unclear or unexpected costs

Vague or over technical estimates

Time-related issues

Long wait times or inconvenient hours

Poor communication

Difficulty reaching the shop, technical jargon with no explanation, and not being updated throughout the service process 

Joscelyn, 30

Drives 60 miles daily for work 

Requires service every 6 months for general maintenance 

Goals

• Keep her car in good shape with minimal disruption to her schedule

• Avoid unexpected repair costs

• Build a long-term relationship with a trustworthy shop

Pain Points

• Can’t take time off work for appointments

• Frustrated by vague estimates and surprise charges

• Feels talked down to at some shops

• Unsure which services are actually necessary

“I have a busy schedule, just tell me honestly what needs to be fixed, how much it will cost me, and when I can get my vehicle back.”

1. Arrival > Awareness

   Notice an issue with your vehicle, or require regular maintenance. Learn about the company through an external source: referrals, social media, or internet searches

2. Exploration > Education

   Explore the website and try to understand the company, the services offered, and if they are the correct fit for your needs. Compare trust, cost, convenience, and reviews with other shops.

3. Decision > Booking

   The user is ready to move forward and refers to key pages like contact us.

4. Action > Onboarding

   The user calls, emails, or submits a form to begin the process. 

5. Drop-Off > Service

   Drop the vehicle off on site, pay for services, and pick the vehicle up when it is complete. 

6. Post-Service > Retention/Referral

   The user's transaction is complete, and they may be willing to submit a testimonial, refer you to others, or become a regular customer.