Digital Showroom
Improving the sales process for Car Dealerships across the US
UI/UX Design
Year
2022–2024
Client
Confidential
Team
S44
roles
Research
Concept
Design
Concept
Design
Overview
The Digital Showroom supports car dealers in their day-to-day business and enables them to guide potential buyers through their buying journey at the POS. The project heavily relied on the close collaboration with developers and stakeholders both internally and on the client’s side, and is being iteratively improved based on user feedback.
Challenge
With the client’s manufacturing based in Germany, the supply in the US is heavily based on predicting buyer trends and being able to offer potential customers the right vehicle at the right time. To achieve this the dealers of over 350 dealerships across North America needed a robust and customizable tool to support them in a multitude of daily tasks. This tool would help them better engage with their customers and address their needs while also being flexible enough to grow and adapt to the competitive and ever-changing car market. At the same time, it had to maintain it’s premium and internationally known brand character.
Approach
The project began with extensive wireframing to map out the user journey and core functionalities. I worked closely with developers to ensure technical feasibility and with stakeholders to align on business goals. Iterative design processes, including regular feedback sessions and usability testing, were crucial in refining the platform.
Customizable Dashboard
In order to keep an overview over all process and vehicles, wether they are on stock or in the pipeline, the dealers have access to a dashboard that summarizes all relevant information. Because all dealerships operate slightly different and have different priorities, the dashboard is customizable for each dealership or individual user. Dealers can personalize their dashboard with a variety of widgets in different sizes over multiple pages, providing a tailored and efficient user experience.
Vehicle Configurator
Additionally dealers can make use of an extensive vehicle configurator that allows them to create the ideal vehicle with their customers at the POS. The finished vehicle has a 360° interior and exterior view as well as a 3D model that let’s the user choose from a variety of animated features and the option to directly compare different features.
Inventory Overview
The vehicles page provides dealers with a comprehensive overview of available inventory for new and pre-owned vehicles as well as vehicles that are on order or in the pipeline, available in both grid and customizable list views with in depth filtering and sorting options.
Vehicle Detail Page
The vehicle detail page provides a comprehensive overview of each vehicle, including interior and exterior views, customizable backgrounds, live data on fuel or charge levels, localization features and the option to compare the selected vehicle to other models in the system.
Inventory Comparison
Starting the compare mode allows side-by-side comparisons of any two vehicles from the inventory or pipeline, aiding dealers in highlighting differences and helping customers make informed decisions.
Test Drive and Pre-Order Management
To stay on top of a long list of test drive appointments dealers can manages test drive settings, employee and vehicle availability, opening hours, and create pre-order campaigns for individual vehicles, enhancing dealership operations.
Documentation and Handover
Every site, component and state is documented in a vast styleguide to ensure all stakeholders are in the loop and developers know the exact purpose of each design decision and how to implement it.
Results and Reflection
The digital showroom platform has been widely adopted by almost 350 car dealerships across the US and has significantly improved their operations and customer engagement. The platform continues to evolve with regular updates based on user feedback, ensuring it meets the evolving needs of dealerships and customers.
