Sellify CRM
Product Design Internship | Spring 2023
A story on why you shouldn't assume you know what the stakeholder needs!
A story on why you shouldn't assume you know what the stakeholder needs!
Services
Services
UX Research
& UX Design
UX Research
& UX Design
UX Research
& UX Design
Scope
Scope
7 months
7 months
7 months
Tools
Tools
Figma
Miro
Adobe Suite
React/JS/HTML
Figma
Miro
Adobe Suite
React/JS/HTML
Figma
Miro
Adobe Suite
React/JS/HTML
Date
Date
February 2023 - July 2023
February 2023 - July 2023
February 2023 - July 2023
Project Overview
Working with Auto Finance Canada
Working with Auto Finance Canada
Working with Auto Finance Canada
Making car sales easier from acquisition to hand-off
Streamlining data entry for salesmen
Making car sales easier from acquisition to hand-off
At Sellify, we aimed to create
a CRM (customer relationship management)
that is a joy to use by prioritizing:
At Sellify, we wanted to create
a CRM that is efficient to use by prioritizing:
Automation
Automation
Software
Integration
Software
Integration
Time efficiency
Time efficiency
Process
Click to jump to each part of the process
Click to jump to each part of the process
Research
Research
Background
Background
Interviews
Interviews
Analysis
Analysis
Problem Summary
Problem
Summary
User goals
User goals
User Flow
User Flow
Ideation
Ideation
Solution Ideation
Solution
Ideation
Prototyping
Prototyping
User Goal Integration
User Goal
Integration
Iteration
Iteration
User Testing
User Testing
Feedback Integration
Feedback
Integration
Next steps/Upkeep
Next steps
+Upkeep
Or…
Or…
Problem Overview
Background
The Covid-19 Pandemic drastically changed the auto industry…
Autodealerships were relying on outdated software that was wholly built for in-person sales.
The way cars are sold in 2024 has shifted drastically from the old days. Now there is a large demand for online and over-the phone purchases. Which means: drastic increase in the sheer volume of clients taken on by a single salesman.
2019
2019
In-Person Sales
In-Person
Sales
2020
2020
Online sales
Online
sales
=
=
Salesperson burnout
Salesperson burnout
Lost Deals
Lost Deals
A Sellify founder discovered the scale of this problem while working for an auto sales company.
One of my team members discovered the scale of this issue while contracting for an auto sales company.
The pain that the existing software created was palpable.
We were motivated to get to the core of this problem, and create a solution that had the potential to scale across the entire auto sales industry. We set off on a goal:
Most auto dealerships in BC and Alberta rely on older technologies like Dealertrack to store sales data.
However, this outdated software relies on manual data entry, has a disorganized information architecture and lots of opportunities for human errors.
Nothing is automized. And it's frustrating. Salesmen are quitting!
We were motivated to reinvent the system behind this mess. At Sellify we created a solution that had the potential to scale across the entire auto sales industry. We set off with a goal:
Most auto dealerships in BC and Alberta rely on older technologies like Dealertrack to store sales data.
However, this outdated software relies on manual data entry, a disorganized information architecture and lots of opportunities for massive errors.
We were motivated to reach the core of this pain point, and create a solution that had the potential to scale across the entire auto sales industry. We set off with a goal:
Most auto dealerships in BC and Alberta rely on older technologies like Dealertrack to store sales data.
However, this outdated software relies on manual data entry, a disorganized information architecture and lots of opportunities for massive errors.
We were motivated to reach the core of this pain point, and create a solution that had the potential to scale across the entire auto sales industry. We set off with a goal:
How might we…
How might we…
optimize the messy auto sales pipeline by offering an easy-to-follow, step-by-step system?
optimize the messy auto sales pipeline by offering an easy-to-follow, step-by-step system?
Research
Interviewing time!
We interviewed current Auto Finance Canada employees and asked them to share a "day in the life".
We interviewed current Auto Finance Canada employees and asked them to share a "day in the life".
9 user interviews and 126 data points later, I conducted some affinity mapping and grouped the data points into 7 problem spaces and 3 key themes:
9 user interviews and 126 data points later, I conducted some affinity mapping and grouped the data points into 7 problem spaces and 3 key themes:
Here were my top findings:
With each client acquisition, the sales department must fill out a PDF to pass on to future departments.
With each client acquisition, the sales department must fill out a PDF to pass on to future departments.
Main Software Used:
DealerTrack
DealerTrack
Gmail
Gmail
Adobe PDF
Adobe PDF
Dealertrack
Due to the nature of these client packages, the information highly varied from stage to stage.
Due to the nature of these client packages, the information highly varied from stage to stage.
The edits and changes are made by manually editing PDF forms, resulting in inconsistent communication.
The edits and changes are made by manually editing PDF forms, resulting in inconsistent communication.
User Flow
User Flow
After analyzing the user interviews, we came up with a revised user flow that emphasizes an ability to reference client information through every stage of the hand-off.
After analyzing the user interviews, we came up with a revised user flow that emphasizes an ability to reference client information through every stage of the hand-off.
After analyzing the user interviews, we came up with a revised user flow that emphasizes an ability to reference client information through every stage of the hand-off.
Click to View User Flow
Click to View User Flow
Click to View User Flow
What I learned from the User Flow:
What I learned from the user flow:
From the moment a customer walks in the door browsing for a car, to the moment they get to drive out with it: there are 27 stages of data entry that the dealership must go through!
From the moment a customer walks in the door browsing for a car, to the moment they get to drive out with it: there are 27 stages of data entry that the dealership must go through!
From the moment a customer walks in the door browsing for a car, to the moment they get to drive out with it: there are 27 stages of data entry that the dealership must go through!
Analysis
Problem Summary
A 27 step pipeline with manual data entry is a recipe for disaster.
Our key pain points came out to be:
On average…
On average…
A sales associate must switch tabs over 10 times per customer interaction.
A sales associate must switch tabs over 10 times per customer interaction.
From our interviews and analysis of IA, we funnelled down the pain points into three key problem areas:
Our key pain points came out to be:
Too many apps!
Too many apps!
Constant software switching slows down data entry.
Constant software switching slows down data entry.
Lack of Automation
Lack of Automation
The current systems are very manual and lack automation.
The current systems are very manual and lack automation.
Wasted Time
Wasted Time
Too much repetitive data entry, instead of closing deals.
Too much repetitive data entry, instead of closing deals.
These pain points cause immense fatigue, leading to sales associates quitting far more frequently than in competing industries, as well as errors that creep in from multiple data entries.
These pain points cause immense fatigue, leading to sales associates quitting far more frequently than in competing industries, as well as errors that creep in from multiple data entries.
"Deals can be lost on the 11th hour because of an incorrect value entered during stage one of onboarding"
- AutoCanada Sales Associate
"Deals can be lost on the 11th hour because of an incorrect value entered during stage one of onboarding"
- AutoCanada Sales Associate
Our Solution
After careful analysis of the problems our interviewees shared, we implemented key focuses moving forward:
Key User Goals:
1
Visualize progress
1
Visualize progress
Keeping track of sales goals.
2
Automate client info
2
Automate client info
No more PDF hassle!
3
Minimize Tab-Switching
3
Minimize Tab-Switching
As few clicks as possible.
Ideation
Designing the prototype
I began to prototype the key user flow in Figma, focusing on easy navigation, and accessibility of the landing page and pipeline tabs.
I began to prototype the key user flow in Figma, focusing on easy navigation, and accessibility of the landing page and pipeline tabs.
I began to prototype the key user flow in Figma, focusing on easy navigation, and accessibility of the landing page and pipeline tabs.
I began to prototype the key user flow in Figma, focusing on easy navigation, and accessibility of the landing page and pipeline tabs.
Client View
Dashboard View
Client Details
Client View
Dashboard View
Client Details
Client View
Dashboard View
Client Details
Client View
Dashboard View
Client Details
Landing Page
Customer Details Page
Client View
Landing Page
Customer Details Page
Client View
Landing Page
Customer Details Page
Client View
Landing Page
Customer Details Page
Client View
MVP Testing
My motto in the process was: test quickly, test often! And review!
At this stage, we showcased the MVP prototype to the Auto Finance team.
The team loved the visual graphs on their dashboard, and the feedback re-iterated the importance of visual incentive and progress, this brings us to the first goal:
Goal 1: Visualize Progress
I focused on designing for the feeling of progress and movement as the user moves from stage to stage.
I focused on designing for the feeling of progress and movement as the user moves from stage to stage.
I focused on designing for the feeling of progress and movement as the user moves from stage to stage.
Development Time
The timeline of this project was moving rather quickly, the developer and I needed to find a system that prioritized user needs.
The timeline of this project was moving rather quickly, the developer and I needed to find a system that prioritized user needs.
The timeline of this project was moving rather quickly, the developer and I needed to find a system that prioritized user needs.
The timeline of this project was moving rather quickly, the developer and I needed to find a system that prioritized user needs.
Despite the rigid timeline, I knew that a sense of progress was an integral part of the user's retention and joy while using our CRM.
So I made sure user needs don't get left behind by implementing:
Dashboard visualization that shows sales associate statistics
compared to the rest of their team.
Dashboard visualization that shows sales associate statistics
compared to the rest of their team.
Colour coded client card labels.
Dashboard visualization that shows salesperson's statistics
compared to the rest of the team.
Step-by-step progress bar.
Step-by-step progress bar.
Dashboard visualization that shows salesperson's statistics
compared to the rest of the team.
Timeline-based client overview
Timeline-based client overview
My focus as a UX designer is to integrate the key user goals outlined in the analysis phase without sacrificing on the time and energy of the developer.
My focus as a UX designer is to integrate the key user goals outlined in the analysis phase without sacrificing on the time and energy of the developer.
My focus as a UX designer is to integrate the key user goals outlined in the analysis phase without sacrificing on the time and energy of the developer.
Goal 2: Automate client info
For this next iteration, we prioritized automation.
For this next iteration, we prioritized automation.
For this next iteration, we prioritized automation.
Without having to manually re-enter data, each salesman can save time and decrease likelihood of errors in important documents
Without having to manually re-enter data, each salesman can save time and decrease likelihood of errors in important documents
Without having to manually re-enter data, each salesman can save time and decrease likelihood of errors in important documents
I proposed a solution: integrating AI to input mundane PDF data:
Document Upload View
Working with Existing Systems
Now that we have carefully automized data input and instilled a seamless flow from stage to stage, it was time to highlight our most integral value proposition, tackling our final and main goal:
Now that we have carefully automized data input and instilled a seamless flow from stage to stage, it was time to highlight our most integral value proposition, tackling our final and main goal:
Now that we have carefully automized data input and instilled a seamless flow from stage to stage, it was time to highlight our most integral value proposition, tackling our final and main goal:
Goal 3: Minimize Tab-Switching
Goal 3:
Minimize Tab-Switching
We understand that adapting to a new software has a learning curve, so we sought to integrate Sellify throughout the sales workflow with ease .
We understand that adapting to a new software has a learning curve, so we sought to integrate Sellify throughout the sales workflow with ease .
We understand that adapting to a new software has a learning curve, so we sought to integrate Sellify throughout the sales workflow with ease .
We decided to integrate with Dealertrack, not only to minimize the number of apps and software used by a dealership, but to also subsidize the costs of the company altogether.
With this integration, there would no longer be any need to pay for multiple tools that don’t work with one another. So our solution was clear:
We decided to integrate with Dealertrack, not only to minimize the number of apps and software used by the dealership, but to also subsidize the costs of the company altogether.
With this integration, there would no longer be a need to pay for multiple tools that don’t work well with each other. So the solution was clear:
We adapted Sellify into the company's existing workflow as a browser extension
We adapted Sellify into the company's existing workflow as a browser extension
View Installation Tutorial
Browser Extension on DealerTrack
Browser Extension on DealerTrack
View Installation Tutorial
Design Outcomes
By cutting out manual data entry, salesmen reported saving up to 30 minutes/shift
Auto Finance Canada reported:
Substantially less task switching throughout the course of the high-fidelity test.
Peace of mind knowing that customer information is less prone to errors.
Learnings for the Future
TEST
TEST
LISTEN
LISTEN
EMPATHETIC ITERATION
EMPATHETIC ITERATION
While the CRM was a great stand-alone product, pivoting its primary functions to suit our stakeholder's needs was the main priority.
At this point, Auto Finance Canada has undergone a journey to develop their own app which continues to release new features, community posts and client acquisitions to this day. Check out its recent developments here!
While the CRM was a great stand-alone product, pivoting its primary functions to suit our stakeholder's needs was the main priority.
At this point, Auto Finance Canada has undergone a journey to develop their own app which continues to release new features, community posts and client acquisitions to this day. Check out its recent developments here!
While the CRM was a great stand-alone product, pivoting its primary functions to suit our stakeholder's needs was the main priority.
At this point, Auto Finance Canada has undergone a journey to develop their own app which continues to release new features, community posts and client acquisitions to this day. Check out its recent developments here!
reach out to me!
Angelina Rudakova 2024 All Rights Reserved
reach out to me!
Angelina Rudakova 2024 All Rights Reserved
reach out to me!
Angelina Rudakova 2024 All Rights Reserved
reach out to me!
Angelina Rudakova 2024 All Rights Reserved