Digital transformation as a process of using digital technologies for monitoring and designing the user experience

Digitization made possible businesses to monitor consumer habits to adjust their business activities to increase sales and competitiveness of their company. The focus of this research is the influence of age and gender on the transfer of personal vehicle ownership in the Republic of Croatia in 2019 and the representation of brands in these transfers. The first part of the paper discusses the theoretical aspects of digital business transformation and the possibility of using digital technologies in monitoring consumer behavior and improving customer experience. The central part of the paper presents the results of the research. The results show that the transfer of personal vehicles is mostly made by men and by age group 30 to 39 years. In total, the most represented brand in the transfer is Volkswagen, both for men and women. In the concluding part of the paper, the key research results are summarized, which companies dealing with motor vehicle transfer can use to improve the digital transformation of their companies by designing improved customer experience of their users.