Product designer
MeuCarroNovo
Overview
MeuCarroNovo is the classifieds platform of the BV bank that works with vehicle dealers across the country. We did the redesign and improved the platform that was already outdated for a few years. Our priorities were to improve the user experience, a responsive website, and implement the new visual identity.
I joined the project as a UX designer at the beginning of the development of the car seller's area, where the dealer can access the site to register new ads and follow up on resale leads. I chose the "leads' area" redesign sprint to present our UX process.
Mission
Redesign the leads' area
Role
UX, UI Designer
Time
3 weeks
Tools
Sketch App, Invision, Miro, Lookback
Leads' area
Leads are potential business opportunities that MeuCarroNovo dealers receive through the site; they are divided between:
-
Proposals
The messages that sellers receive from customers interested in a vehicle.
-
Telephone
Leads generated when the customer asks to view the store's phone information and registers their contact
-
Pre-approved (loan simulation)
Leads generated when the customer makes a loan simulation on a seller's car and is pre-approved by the bank.
The car dealer receives these leads in their logged-in area of the site and can contact potential customers to try to sell one of their vehicles.
Existing product and issues
The current leads' area has proposals on cards with the vehicle's name, sender, telephone, and text. The seller can only respond to messages one-time on the platform and must make the rest of the contact by e-mail. But this information is not clear on the website, and we heard cases where the dealers did not know they would receive the answer in their registered e-mail, not in the system. It is also not possible to search or filter the proposals; it is only possible to sort them into "Most recent," "No responses," and "Excluded." The only way to determine the origin of the lead (Message, phone, or loan simulation) is by the text written in the message.
Website before updates.
Based on qualitative and quantitative research previously carried out by the team with car dealers and bank employees, three pain points were defined referring to this area of the site:
1. Communication is seen as slow
"There is an expectation on the part of sellers that communication through the platform will be faster, and in real-time, similar to what happens on other platforms such as Mercado Livre, OLX, and Facebook."
2. Different profiles have access to proposals
"In most stores, there is a specific seller profile to handle leads received through digital channels; this seller has a different scope than sellers who serve in the store's courtyard. And often, the registered e-mail is not the one who answers."
3. "Pre-approved" and "telephone" are not seen as leads
"Retailers do not see the lead generated in "telephone" and the "pre-approved" ones as leads.
Idea generation and prioritization
To tackle these pain points, we did a co-creation workshop with the team with the following challenges:
1.
How can we make communication faster?
2.
How can we allow different sellers in a store to manage proposals?
3.
How can we improve the general perception of leads by retailers?
The co-creation created several ideas, and we prioritized what was possible to develop, considering our current limitations. Finally, we closed the list of features that we would attack in this sprint:
•Centralize the management of all leads.
• Chat / E-mail Integration
• Maintain customer communication history
• Bring Lead statistics on the proposal page.
• Group leads by customer/vehicle type (validate which is best)
• Lead temperature
• Featured the latest leads
•Leads' orders (Show unanswered messages first in the interface)
Design
Most ideas for pain point 1 needed to have their feasibility analyzed since there is no chat system or integration with other services (such as WhatsApp) implemented on the current website. That's why we made two versions of the prototype, a provisional one to be implemented with information about the system's operation (so as not to delay deliveries) and the definitive version with chat that we will implement as soon as the back-end reaches this area in the following year. Furthermore, we designed the two layouts to have a similar structure, so the front-end team doesn't have much rework to do.
Lead details version with chat
Lead details version without chat
For pain point 2, we decided to continue with the possibility of registering a different e-mail address to receive proposals and grouping messages from the same customer in just one place, making it easier for each seller to follow up with their customers.
And for pain point 3, we grouped interactions of the same customer, so the leads generated by "loan simulation" and "see phone" could add value to the shopkeeper's sales process. The dealer can now quickly know if the customer is interested in having a loan in the vehicle and is pre-approved, and stay tuned for a phone contact that could happen at any moment. We added filters and icons to help identify the source of the lead.
Lead list mobile version
Lead list screen desktop version
Usability testing and improvements
After developing the prototype, we carried out usability tests with five dealers in the São Paulo region, and some points of the interface needed to be modified, such as:
We changed the "delete" lead to "archive" to keep the merchant's page organized, as they like to remove messages that have already been answered. And we keep in the system the history of interactions so the customer can get in touch again in the future, and all this information can help the merchant's sales process.
Add the sending of images in the chat version and preview of links to make conversations more dynamic, as dealers feel the need to provide more information about the vehicles in the negotiation.
We also launched a tag to identify hot leads using as criteria the points identified as relevant in interviews.
Next steps
The project had limitations regarding the old back-end being updated slower than the front-end, so not all mapped issues could be released in this first version.
Despite this, the proposal achieved the objectives of improving the experience of dealers in the three pain points. With the new back-end, more points can be worked on in the future, such as phone/WhatsApp integration, creating different profiles for sellers, and other improvements
Team
Livia Garcia Ferrari • UX/UI Designer
Naiana Maia • UX/UI Lead
Carolina Lavinas • Project manager