During our kickoff meeting, our client, Dan, presented us with wireframes and the proposed information architecture. There were two main design directions Dealer Fox was interested in exploring:
1. Automated marketing notification system: One proposed functionality of DMAPP, and what really sets it apart from its competitors, is its ability to match third-party leads with pertinent, approved marketing content and push that content out as soon as the lead comes in. This eliminates the time gap between lead generation and first contact from the dealership, ensuring they have contacted the lead before their competitors. The first proposed scope was to explore the user experience of receiving a notification that the automation had occurred and the follow up actions that might generate.
2. Social media library: Dan was also interested in exploring the user experience of pushing automated marketing content to social networks and synced contacts. He saw this as a way for BDC representatives to leverage their personal networks to book more appointments. Users could track the reach of their content and the number of appointments it generated.
We left the kickoff meeting without a concrete sense of which scope we planned to focus on. However, my team was hopeful that we could surface a more specific need in domain and user research.
Our client gave us several competitors to look at. We looked at the technical scopes and capabilities of these competitors in hopes of surfacing a potential competitive advantage. We identified several design patterns consistent across our competitors, specifically the presence of prioritized lead scoring (often called “Hot Leads”), calendar integration or appointment scheduling functionality, and marketing campaign effectiveness metrics.
We then turned to the users for a series of exploratory interviews, but the narrowness of our target audience presented many challenges. Our end users were managers and representatives who worked within a dealership BDC. We struggled to find a sufficient number of people who met that criteria and therefore decided to extend our interviews to include a dealership general manager and a subject matter expert in automated marketing.
In total we conducted five user interviews with our target audience including:
- 2 BDC Representatives
- 1 BDC Manager
- 1 Dealership General Manager
- 1 SME (Automated Marketing)