DealerSocket is one of the leaders in the Automobile Dealership applications, providing a complete solution for everything related to Automobile dealers.
I was their first Sr. UX Designer. I build an expert Design team, implemented Design Processes and System and trained Engineers on Responsive Design and Design Patterns. I also re-designed some features and created an app that increased ROI, retention of team and customer satisfaction.
There were several goals for my position. The main ones were:
Revenue Radar was one of the promises for revenue generators when I started at DealerSocket. It was also a source of a high volume of customer complaints and a low number of adoption among car salespeople and sales managers.
Goals for my role included to increase the number of adoptions, reduce friction points, improve usability and refresh user interface.
My goal was to meet users and conduct contextual inquiries, interviews and use data analysis from Customer Experience (CX) to find out what were the entry points for problems and how to fix them.
The unknown problem surfaced during research: the most important screen of the application – Ping Details - was hidden in a pop-up.Old Ping Details
Through contextual observation, I also discovered how the users would Interact with the Ping Details. I found out that:
I used rapid iteration with users and stakeholders to find solutions for identified needs and to generate new UI ideas.
I used task mapping to create new application flows and drew rapid sketches to understand architecture.
I designed high-fidelity prototype iterations.
The result of all iterations was a refreshed user interface, with Ping Details being a unique page. Customer information was moved to the left and Ping (Sales lead details) on the right. Big bold and colored stats are easy to scan. Salespeople can perform all tasks in one place.