Jaguar Land Rover required a new dealer app to support the sales process and manage test drives at their dealerships.
They approached Datarati to rebuild their CRM platform in Salesforce as they were moving away from their existing system. We held a Kick-Off Session and Discovery Workshop to introduce team members, discuss desired business outcomes, the target users and what the current customer experience was like at dealerships.
MY ROLE
KEY OBJECTIVES
Brought in as the only UX/UI Designer, I was responsible for leading the User Experience and User Interface Design that you will see in this case study. I was supported by a team of 5, comprising of a Project Manager, Digital Transformation Consultant, Solution Architect and Developer. I saw the project through from the kickoff meeting all the way through to development.
Kick-Off Session
Discovery Workshop
UX Design
UI Design
Handover to Developers
‍
MY ROLE
Brought in as the only UX/UI Designer, I was responsible for leading the User Experience and User Interface Design that you will see in this case study. I was supported by a team of 5, comprising of a Project Manager, Digital Transformation Consultant, Solution Architect and Developer. I saw the project through from the kickoff meeting all the way through to development.
KEY OBJECTIVES
Kick-Off Session
Discovery Workshop
UX Design
UI Design
Handover to devs
Test drive function on the JLR AppPerformance dashboard on JLR AppLog In screen for the JLR appHome Dashboard for the JLR AppCalendar function on the JLR App
Performance dashboard on JLR AppLog In screen for the JLR appHome Dashboard for the JLR App
PHASE ONE

DISCOVERY

COMPETITOR ANALYSIS

I conducted a competitor analysis to get a better understanding of the competitive landscape and find gaps in the market. There were 3 direct competitors:
• 2 apps currently being used by JLR  dealerships - Vital Cars and Dealer Drive
• A benchmark product that was recommended by JLR stakeholders - AMS.
Old Vital Cars AppBenchmark AMS App
Old Vital Cars App

COMPETITOR ANALYSIS

I conducted a competitor analysis to get a better understanding of the competitive landscape and find gaps in the market. There were 3 direct competitors:
• 2 apps currently being used by JLR  dealerships - Vital Cars and Dealer Drive
• A benchmark product that was recommended by JLR stakeholders - AMS.
Benchmark AMS App
A number of pain points arose while analysing each screen, function and button of each competitor which hindered the user experience:
• Multiple functional bugs and dead links
• Outdated user interface design, poor layout of buttons, menus and icons
• Lack of instructions and nurture booking a test drive
• Too many features and options that may not be used by JLR dealers

FIELD STUDY & USER INTERVIEWS

The team spent 2 weeks travelling to dealerships over Sydney interviewing Jaguar Land Rover employees with different job titles and responsibilities to:
• Better understand their business rules
• Understand how the sales process works at JLR dealerships
• Identify the key touch points and interactions between JLR staff and customers
• Learn how they currently keep track of and complete tasks
• Explore the frustrations and opportunities of sales managers and executives

Who did we interview?

Sales Managers
Sales Executives generate sales from customers that have walked into the dealership, phone and web based leads. They are required to keep up to date and follow up on existing prospects.
Sales Managers implement policies & procedures to boost the overall performance of the dealership. They offer support, training and motivation to their team making sure they hit KPIs and targets.
Sales Executive
JLR Stakeholders (Head Office)
RPMs rely heavily on sales performance, staff training and marketing strategies and will travel between dealerships to ensure all staff have adequate training on products, tools and selling techniques.
Regularly engaged with stakeholders to get feedback and to understand business rules throughout the case study. They would be the ones ultimately making the final decisions.
Regional Performance Manager (RPM)

Affinity mapping

Before each interview, we obtained permission to record each session which made it possible to review and listen over again for analysis. We discovered that:

• The current VitalCars app difficult and confusing to use
• Capturing customer information and interests is important
• Sales executives want to better manage their opportunities
• Sales managers want easy access to performance reports
Affinity Mapping JLR interview responses

Developing user personas

I developed user personas based on the user interviews in order to represent different user types that might use the app.

• To adopt the mindsets and behaviours of each persona
• Identify their daily tasks, any pain points, goals and motivations and core needs
First persona developedThird persona developedSecond persona developed
PHASE TWO

DEFINE

JOURNEY & EXPERIENCE MAPPING

Across 7 phases, we identified the needs and pain points of each persona during a car sales process. Using the insights and research gathered in our user interviews we:

• Developed the mindset of each persona at each phase in the journey to understand their motivations and thought process
• Mapped out their actions to reveal the pain points stopping the user from making their desired action
• Highlighted potential obstacles, allowing us to mitigate them by creating opportunities and, ultimately, creating a better user experience

Developing a feature list

We identified opportunities to overcome each pain point by summarising them into a feature recommendation for the app. We completed this for all user personas to create a master list of features.

Prioritising the feature list

We held a session with JLR stakeholders to manage and prioritise features they would like to see in the product MVP using the MoSCoW prioritisation method.

During the session we were reminded that it was vital for the MVP to have all the existing features and functionality from the current app they were using.
Prioritising using the MoSCoW method

The Product MVP

We created a list of existing features and any new features to be introduced in the MVP. The new features would integrate with their CRM platform in Salesforce to allow users to:

• View real-time data, stats, information, and reports
• Better manage opportunity stages and activities
• Improve team management and communication
• Set automated reminders, push notifications and triggers for activities
The product MVP feature list

user flow Workshop

We held an internal workshop to identify the flows required for the app using the list of features from the product MVP. We identified features that each user may interact with, before developing flows for each action.

There were 8 user flows that needed to be developed which formed the underlying dealer management app.
User flow workshop mapping out user actionsUser flow workshop identifying flows

user flows

I designed the user flows using Adobe Illustrator and uploaded them into InVision to allow my team members and JLR stakeholders to collaborate, leave comments and feedback.

• Revealed the various navigational paths a user may take to complete a task
• Helped us determine what step information and data needed to be captured in the user flow
Sign up and log in user flowViewing and searching for contacts user flow
PHASE THREE

DESIGN

WIREFRAMEs & Low Fidelity Designs

I designed wireframes and transitioned into the low-fidelity designs very quickly. We used InVision to share progress and get feedback from stakeholders (internally and externally).

Log In screen wireframeHome Dashboard wireframeAdding a new contact wireframeContact Profile wireframe

Mid-Fidelity designs

I continued to develop the interfaces until we had our first design review with key stakeholders from the JLR Sydney and London. During this session we:

• Presented my designs, going through all the user flows and scenarios.
• Answered technical questions regarding features, functionality and how the app would sync with their Salesforce CRM platform
• Clarified anything that would play a vital part in the next iteration of the design
Log In screen mid-fidelity designHome Dashboard mid-fidelity designBooking a new test drive mid-fidelity designSelecting the opportunity stage mid-fidelity designPerformance Dashboard mid-fidelity design

HIGH-Fidelity designs

During this stage of design I obtained access to Jaguar Land Rover brand guidelines, fonts and logo assets which I was able to incorporate into my user interface.

There was constant communication between myself, my team, developers and stakeholders at JLR to complete the final designs to commence building the beta version of the app.
Log In Screen Hi-fidelity designHome Dashboard Hi-fidelity designCreating a new contact Hi-fidelity designOpportunity Stage Hi-fidelity designPerformance Dashboard hi-fidelity design

design handover

Handover of the screen designs to the developers was done with Zeplin - with accurate fonts, specs, assets, code snippets and design systems.

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