Parent Company
Extentia Information Technology is a global technology and services company with an in-house design studio.
My Team
Suhas Bhosale, Delivery Manager
Mark D'Mello, Design Manager
Rohit Gole (me), UX Lead
Abhijeet Joshi, Junior UX Designer
Abhilash Dandade, UX Researcher
Sandip Bagal, Visual Designer
The Client
TVS Motor is an Indian multinational motorcycle manufacturer with a production capacity of over four million vehicles and 3000+ dealerships across 60+ countries.
Key Stakeholders
Saurabh Khullar, Chief CX Officer
Vikram Singh, Product Owner
My Contributions
Led the UX design process, contributing to research and conducting stakeholder scope discovery and co-creation workshops.
Collaborated with business and development teams to create a user-centric product strategy. Developed a road-mapped for multiple design and development stages based on user testing and feedback.
Managed stakeholder expectations through several rounds of presentations and product demos.
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.
Digital consistency and efficiency
Moving from inconsistent traditional offline systems to a consistent centralised online system.
Transparency and Visibility
Bringing data and acitivity visibility across all heirarchies of the dealership and sales structure.
User Adoption
Leveraging the user-centric design process to create an intuitive and easy to use mobile experience.
Early insights as a result of a contextual enquiry and guerilla observations indicated different dealerships followed different processes.
User interviews led us to learn that most sales exectives used base-price android mobiles while Managers and higher-ups used iphones.
Users were sick and tired of contstantly installing and updating applications that ate up most of their phones storage.
While most sales executives need mobile solutions as they did most of their work on their feet.
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
TVS business, IT, sales and customer experience
Extentia design and development
After presenting research insights, we formulated the problem statements.
Problem Statement
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?
Activity 1: Journey Mapping
Through roleplaying activities leveraging the experience of sales users, we identified the ideal journey map highlighting sales-customer and app touchpoints.
Activity 2: Whiteboarding
We focused on visualising the enquiry capture and follow-up update flow for the sales.
We later developed digital wireframes and a click-through prototype.
Activity 3: MVP Definition
We ended the workshop roadmapping the feature-set for the MVP.
We designed a progressive web application with a user centric dashboard focussed on the activities most done pushing secondary tasks to an expandable menu. We launch the TVS Accelerator App in select dealerships for a 3-month testing phase.
Enquiry Location
A repeat customer? All you need is their name to locate their profile.
Progressive Web Application
Device and platform agnostic application makes it easy to use anytime and anywhere.
Enquiry Creation
Create a customer profile on the spot as soon as they walk in.
Automated App Updates
Updates pushed universally ensuring all users have the latest app.
Today's Tasks
A quick glimpse at all the activities lined up.
Minimal Phone Storage Required
Browser-based app that uses minimal phone storage.
We conducted interviews with early testers gathering their feedback to incorporate it in future phases.
Today's Tasks
A quick glimpse at all the activities lined up.
Enquiry Creation
Create a customer profile on the spot as soon as they walk in.
Enquiry Location
A repeat customer? All you need is their name to locate their profile.
We incorporated the feedback into the next phase of development
We ended the workshop roadmapping the feature-set for the first 2 phases of the MVP.
We conducted interviews with early testers gathering their feedback to incorporate it in future phases.
Successful Adoption
Product adoption across 3000+ dealerships in India and International Business.
One Eco-system
Creation of a single eco-system wherein all back-end and supporting software have been linked to the Accelerator App and users do not need to hop between systems.
Transition from Waterfall to Agile
When working closely and testing our product with product users, and multiple stakeholders, an agile approach to design and development processes helps ensure user-centricity remain at heart of the design process.
Communication is King. Make those calls. Write those emails.
The greater the number of stakeholders involved, the more important it is to communicate regularly. Ensuring regular weekly checkins and standups particularly when working remotely during the pandemic.
Empathy must go beyond the target user.
The pandemic was a difficult time for everyone. There was a lot of fear and stress all around. Being considerate, caring, supportive and regularly voicing appreciation for colleagues really helped keep the team chemistry on point.
The money management experience made fast yet mindful, purposeful, and hands-on.
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Extentia x TVS Motor - 2020
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