Overview
Parent
Extentia Information Technology is a global technology and services company with an in-house design studio.
Client
TVS Motor is an Indian multinational motorcycle manufacturer with a production capacity of over four million vehicles and 3000+ dealerships across 60+ countries.
Challenge
How might we help sales users capture and follow up on customer enquiries intelligently and conveniently and provide insightful reporting and attribution to help users realize the system's monetary value?
My Role
UX Lead
UX Design and testing, User Research, Workshop Facilitation, Collaboration over Product Roadmap and Strategy, Stakeholder Management.
Product
TVS Accelerator is the centre of the TVS Sale Operations eco-system. It is a progressive web app for sales executives at TVS Dealerships that allows them to capture and follow-up on sales enquiries and convert them into customers.
Design - Pillars
The 3 pillars/guiding principles for the product.
Digital consistency and flow optimisation
Moving from inconsistent traditional offline systems to a consistent centralised online system.
Adoption
Leveraging the user-centric design process to create an intuitive and easy to adapt to mobile experience.
System visibility and transparency
Bringing data and activity visibility across all hierarchies of the dealership and sales structure.
Research Insights
Methods
Contextual enquiries, competitor research, expert user interview, shadowing and guerrilla observations..
Insights
Inconsistent Customer Experiences
Different dealers followed different enquiry capture processes.
Device Variation
Executives and managers user various base-spec devices across Windows, iOS and Android.
Annoyance with App updates.
Frequent app updates added to inconsistent experiences and excessive mobile storage usage.
Need for a mobile solution.
Executives spend most of their time on their feet and outdoors.
Co-creation Workshop
A 2 day co-creative workshop was conducted to align on user needs, business priorities and form a design direction and development roadmap.
Participants
End Users (2)
Researchers (2)
UX Designers (2)
UI Designer (1)
Developers - Front and Backend (3)
Client-side Stakeholders (4)
Problem Definition
How might we help sales users capture and follow up on customer enquiries intelligently and conveniently and provide insightful reporting and attribution to help users realize the system's monetary value?
Journey Mapping
Through roleplaying activities leveraging the experience of sales users, we identified the ideal journey map highlighting sales-customer and app touchpoints.
UX Whiteboarding
We focused on visualising the enquiry capture and follow-up update flow for the sales.
MVP Scoping
We ended the workshop roadmapping the feature-set for the MVP.
MVP Launch
Key Features
Enquiry Location
A repeat customer? All you need is their name to locate their profile.
Device Agnostic Platform
Design and development of a progressive web app to address device diversity.
Simplified Enquiry Creation
Optimised form and edit capabilities.
Automated Follow Up Reminders
Quick access to all daily activities.
Web-hosted App
Minimising on-device storage for users.
Automated Centralised Update Pushes
Universal auto-updates ensure all users have the same app version.
Testing Outcome
We conducted interviews with early testers gathering their feedback to incorporate it in future phases.
App Walkthrough
We ended the workshop roadmapping the feature-set for the first 2 phases of the MVP.
Impact
We conducted interviews with early testers gathering their feedback to incorporate it in future phases.
Globally Adoption
National and International product adoption at 3000+ dealerships
Connected Eco-system
The creation of an eco-system with all dealership related software communicating seamlessly with one another.
Reflection
Waterfall to Agile
An iterative agile process is far more flexible and versatile when designing complex products with a lot of ambiguity. While we started with waterfall, we transitioned to Agile to accommodate new discoveries and needs.
Communication is King.
The more people involved, the more important it is to communicate regularly. Making those calls and writing those emails is what keeps the project going smoothly.
Empathy must extend beyond the target user.
The pandemic was a difficult time for everyone. Being more considerate, caring and supportive than usual and regularly voicing appreciation for colleagues was necessary to keep up team morale and maintain the project pace.
Thank you for scrolling.
Write to me at rohitgole@gmail.com