Designing an Integrated Sales App for an Automobile Brand
Enterprise UX Case Study
Role : Sr UX Designer
Duration: 6 Months
Team – 12 Members
Platform – Android App
Problem Statement
We are working on this product for 2 years and still not able to define the experience of this product . Since we have a orbit of product revolving around it. But this product need to be much more specific towards our sales people who are going to use it.
We are going to launch our product in next 2 years but need to plan the customer experience from start till end.
Timelines: 3-6 months
Teammates on this product:
- Service Design Team (4 person)
- User Research (2 person)
- UX UI Design Team (4
- people : 1 UI and 2 UX and 1 UX Manager)
- Sales Consultant Team (4 people)
- Development Lead(1 person)
- Product Manger(1 person)
- Website Team
Understanding the Problem Statement
What’s the purpose of this product ?
Purpose of this product is to automate the whole sales process from first call made from Telecaller, then take the test ride at last till the user purchase the product.
Who are the major users of this product?
- Sales Team
- Experience Guide
- Tele callers
- Floor Managers
Why will they use this product?
- To control the operations of day to day task of every stake holder.
- To account for every customer in stage of this journey.
- To run the full sales cycle till we sell the product.
When will they use this product?
- To handle day to day operation in sales cycle.
- Accountable for every lead and stage they are in.
- Integrate in other apps to make the customer experience seamless.
- Book the vehicle taking token amount.
Design Process Used - Double diamond
User Research Team
Awareness Phase:
- Customer will able to learn about our products via social , website, app or Call the Tellecaller etc.
Consideration Phase:
- Customer will able to see how the schedule an appointment for visit to experience center visit or home test ride
Acquisition Phase (Green):
- They check-in via Kiosk, and their Service Request is pushed to the Operations Board for processing
- Walk-in customers will get an instant booking accompanied with Experience Guide.
Evaluation Phase (Yellow):
The evaluation phase is initiated after the customer logs in using the token at the kiosk. They taken to tour around experience entre and taken to discussion space.
Consultation Phase (Red)
:
The consultation phase focuses on service details and resolution of the customer’s issue.
- User is presented to the product experience zone to check the bike and discuss the questions.
- Test Ride : User will learn how to intergrade the bike with the app and have a test ride.
- Discussion Stage: Here user will know regarding the next steps.
Conversion Phase :
Here after follow ups done by the experience guide. The user finally decide to purchase the bike. Now he will be put the booking amount and book the bike. After a month he will have to pay the full payment and purchase the bike.
Stakeholder Responsibility
Telecaller :
- Cold Calling Leads
- Book Appointments
- Reschedule/Cancel Appointments
- Reminder Calls/Follow Ups
Floor Manager :
- Customer Check-in
- Assign EG
- Change EG
Sales Manager (SM):
- View All Leads
- Verify Leads
- Assign leads to dealerships
Experience Guide(EG) :
- View All Leads
- Verify Leads
- Assign leads to dealerships
Business Needs vs User Goals
Business Goals:
- Design a seamless integrated solution so that information can be flown inside the sales app.
- Sales app will be the major player. DMS will only be used for documentation and Inventory , invoice management work.
- We need a role based access since tele caller can be inhouse or outsource.
We are also integrating the a third party network provider.
- Bike is not launch so we are trying to give more store visits.
- Also planning to do events so this product must be visible to more people in road show.
- Every data must go to the orbit.
- E-sim activation and vehicle mapping will be done before delivery
User Needs:
- Need a easy to operate app . So that we used it for only accountability purpose.
- Role based access since we also have to follow up with the customer multiple times.
- Since as a sales person I have to take the bike outside and select it. I would need to know the charge of the bike
- As a telecaller, I need the accountability of all the type of calls . Cause my commission is based on this.
- Floor manager, I need a system to self check-in customer and assign EG. So that maximum customers can have a walk and check-in
Qualitative Research - User Interviews
Telecaller:
They are the primary user of the product. So we have to consider them as priority. So we had a 1-1 conversation with 5 tele caller in our company.
- Physical tellecaller (15+ telecaller)
- Outsorced tellecaller (15+ tele caller)
- Scenario: Floor Manager can also act as telecaller
What are your day to day work?
– We have to do physically in excel sheet maintain the list of contacts, Review daily targets and call scripts , Organize the contact list and CRM, Get familiar with the product/service being promoted.
What challenges are you facing ?
– We don’t have a system ready. everything is on excel sheet.
- Have to work for both calling side(Inbound + Outbound)
- Product is not launched so very less calls comes.
- Forward the Junk list or Appointment Schedule list to the Floor Manager.
What do you do to solve those ?
– We handle things calmly no options. Try to approach customer by how much savings they can have by using a EV bike.
- Maintain a sheet multiple sheet so that contacts don’t get lost.
- At last feed every contact in CRM. We have not still managed the CRM. The company are bringing us third party contact list that we have to call.
- Sales Manger Helps us in training and handle difficult customers.
Experience Guide :
They are the Tertiary user of the product. Since he is going to do the sales and giving experience to the customer . After call is scheduled and appointed by the Floor Manager. he handles the rest of the work.
- Experience center Visit Management
- Home Visit Management
- Follow-up Calls
What are your day to day work?
– We have to do physically in excel sheet maintain the list of customers visited and needed to be followed up. Since the product is not launched mostly walk in in our new experience center is happening.
What challenges are you facing ?
– We don’t have a system ready. everything is on excel sheet.
– Have to constantly work on following up. Since there is only test ride we can give and book the vehicle taking small amount.
– Qualified customers are not given properly that waste a lot of our time
– Construction work is going that my many customer went away.
What do you do to solve those ?
– We handle things calmly no options. Try to approach customer by how much savings they can have by using a EV bike.
– Follow-up customers multiple times so that they can take a test ride.
– Call them of specific time when construction don’t happen.
– Maintain sheets so that no customer get missed from the pipeline
– If sometimes customer ask for ride and bike not available then we schedule home test ride very few times in limited ares.
Competitive Analysis
Strengths of H-Smart:
- Comprehensive Dealer Management: Combines sales, service, and pre-owned vehicle management in one app.
- Enhanced Communication: Automated notifications and personalized dashboards improve internal coordination.
- High Adoption Rate: Quickly gained traction among dealership personnel, indicating usability and relevance.
- Data-Driven Insights: Real-time reporting and analytics support data-driven decisions.
- Integration with Hyundai Network: Seamless connection with Hyundai’s sales and service ecosystem.
- Seamless Integration: Connects with Hyundai’s digital ecosystem and dealer network.
- Comprehensive Dealer Management: Combines sales, service, and pre-owned vehicle management in one app.
Weaknesses of H-Smart:
- Complexity: Extensive features may require significant training for dealership staff.
- Limited Public Information: Sparse details on user experience and practical challenges.
- Integration Gaps: Lack of seamless integration with existing CRM systems.
- Privacy Concerns: Handling customer data within a unified platform requires stringent security.
- Availability: Primarily targeted at Hyundai dealerships, limiting usability for multi-brand dealers.
- Learning Curve: New users may face difficulties navigating the feature-rich interface.
- Occasional Glitches: Some users have reported occasional app stability issues.
- Internet Dependency: Requires a stable connection, which can be a challenge in remote areas.
- Complexity: Extensive features may require significant training for dealership staff.
What are your day to day work?
– We have to do physically in excel sheet maintain the list of contacts, Review daily targets and call scripts , Organize the contact list and CRM, Get familiar with the product/service being promoted.
What challenges are you facing ?
– We don’t have a system ready. everything is on excel sheet.
- Have to work for both calling side(Inbound + Outbound)
- Product is not launched so very less calls comes.
- Forward the Junk list or Appointment Schedule list to the Floor Manager.
What do you do to solve those ?
– We handle things calmly no options. Try to approach customer by how much savings they can have by using a EV bike.
- Maintain a sheet multiple sheet so that contacts don’t get lost.
- At last feed every contact in CRM. We have not still managed the CRM. The company are bringing us third party contact list that we have to call.
- Sales Manger Helps us in training and handle difficult customers.
User Persona
Experience Guide
Telecaller
Service Design Findings
Customer Journey in Experience Centre (Controlled Environment)
- A customer may take a test ride in a controlled environment, where an Experience Guide (EG) is assigned, captures lead details, explains features, and encourages further engagement post-ride.
- A customer booking a visit or vehicle online is routed through the CRM, verified by the Sales Manager (SM), and assigned to an EG who confirms the booking, resolves queries, and ensures the customer arrives for a scheduled visit.
- Walk-in customers are greeted by the Floor Manager, checked in, and either assigned to an existing EG (if a lead exists) or a new one. The EG understands the purpose, demonstrates the product, collects data, and offers test rides or next steps.
- Leads from third-party aggregator websites are routed to the CRM, verified and assigned by the SM, and contacted by EGs who share information, resolve queries, schedule visits or test rides, and follow up.
Across all journeys, EGs build rapport, update CRM with lead status and feedback, and work toward converting the lead to a booking, followed by documentation, payment, and handover to the post-sales team.
Telecaller
Information Architecture
This Sales App IA has the combination of flow of information and data. Since its an integrated platform, so data is moving from one platform to this platform is also being shared. Due to the size of the IA . i have to put it on link.
Stakeholder Platform
- Tele caller IA
- Floor Manager IA
- Experience Guide IA
- Sales Manager IA
Integrated Platform
- Orbit (Central space)
- CRM
- DMS
- VIC
- MV App
- Website Data Base
- Galaxy Data Base
Integration of app
This diagram showcases the integration between various applications and databases within the Orbit ecosystem, primarily focusing on sales and data management.
Sales App (Pink)
- Entry point for sales data and interactions.
- Directly connected to Matter Orbit for data synchronization.
Matter Orbit (Gray)
- Central integration hub connecting various systems.
- Acts as a middleware, channeling data between the Sales App, MV Galaxy, DMS, and MV App.
CRM (Pink)
- Connected to Matter Orbit for managing customer-related data.
- Ensures that customer interactions are recorded and accessible
MV Galaxy (Purple)
- Acts as an intermediary database that aggregates data from Matter Orbit.
- Feeds into VIC (Orange) for centralized data management.
VIC (Orange)
- Final data repository for aggregated information from MV Galaxy.
- Used for long-term data storage and analysis.
MV App (Yellow)
- User-facing application that pulls data from Matter Orbit.
- Feeds data into the Website for public or customer interactions.
Website (Yellow)
- Interfaces with the MV App for real-time data presentation.
- Enables users to access information directly.
DMS (Blue)
- Data Management System connected to Matter Orbit.
- Handles document and data storage, possibly for compliance or archival.
User Flow
Experience Centre Journey of Experience Companion:
This journey was planned in a controlled environment. so we make it easy with the help of Floor manager check-in the customer and appointing them with a Experience guide. Where he help them with sharing the information and also giving them a test ride in experience centre. We want the key focus must be to give the experience with least steps for the user.
Home Test Ride Journey :
This was one of the challenging and key flows where bike rider have to visit customer home and deliver Bike test ride since its in uncontrolled environment. So we took the process of check out of vehicle and check-in of the vehicle. Also now Experience guide will have the option to customer check in also. Since the scenario in which there are multiple test rides in single day. So we went with this flow Also EG can now schedule appointment of the customers. So we panned to solved maximum edge cases to streamline the Journey.
Experience Centre Journey of Experience Guide :
Role Access Matrix - Sales App (Feature Priortisation)
This matrix defines the role-based access and permissions for different functionalities within the Enterprise Garage system. It helps streamline operations by clearly outlining which roles have access to specific tasks and features.
Lead Management:
- Viewing leads from third-party sources: Telecaller, Sales Manager (YES)
- Viewing only assigned leads: Telecaller, Experience Guide, Sales Manager (YES)
- Cold Calling Leads: Telecaller, Sales Manager (YES)
Appointment Handling:
- Booking Appointments: Telecaller, Sales Manager (YES)
- Rescheduling Appointments: Telecaller, Experience Guide, Sales Manager (YES)
- Canceling Appointments: Telecaller, Experience Guide (YES)
Customer Engagement:
- Reminder Calls: Telecaller, Experience Guide, Sales Manager (YES)
- Follow-ups: Telecaller, Experience Guide (YES)
- Check-in: Experience Guide (YES)
Operational Tasks:
- EG Assignment: Experience Guide (YES)
- Changing Visit Status (Start/End): Experience Guide (YES)
- HTR Request Accept/Reject: Experience Guide (YES)
Insights:
- Telecallers are primarily involved in lead management, calls, and appointment handling.
- Experience Guides focus on customer engagement and visit management.
- Sales Managers have overarching access, including lead management and appointment booking. And has exclusive control over gate pass approval.
- Floor Managers have minimal access, focusing on supervisory tasks.
Wireframes
Thank You!
We have completed the Phase 2 of this app. And working on rest of the section of order management and delivery management. Also there are multiple demo mode are being added since this will be integrated with Service app, DMS etc.
