Bring brand presence to Acura’s dealer association sites. Created a universal template in order to attract Acura dealers to use this new version over a competitor’s template.
Role - Led the project in designing the site to compliment the national site’s brand and design. Analyzed content to come up with feature set, user flow and site map for this pared down site. Streamlined the dealer search process for efficiency and higher conversion as the goal of these sites is to get the customer in contact with a dealer (or in the door). Created a training video, instructional deck and led online instruction for dealers in order to personalize the main pano content of their sites.
Results - Well received by the client, over half of the dealerships signed up to use it pre-launch after presenting them with simple prototypes of the new design. Currently at 75% of dealer adoption.
The opportunity: Call center advocates are forced to multi-task while supporting Members during live, complex interactions and rely on many non-integrated tools to effectively resolve member issues.
The primary tool an advocate uses doesn’t provide enough reliable information to inform their needs. As a result, they spend too much time figuring out how to solve the issue, rather than focusing on the conversation at hand to provide a quick resolution.
Specific pain points:
• Member issues aren't easily resolved within one location in the application.
• Many issues require multiple inquiries and external resources which leads to increased call times and user frustration.
• Advocates lose confidence in the reliability of the tool
How to improve the tool
Incorporate an AI capability that will listen to the advocate conversation with a member and produce the necessary information in real time.
Knowing the pain points an advocate faces, integrating AI into the tool would automate and ease the burden of searching for answers. ACET would be the primary source of truth for an advocate; it would also decrease manual note taking.
Role
Design Lead. I collaborated with the VP of Digital Product along with Engineer Leads, Business and Product Managers. By using the latest technology and partnering with a specialized Google vendor team, we were able to begin tackling a cohesive solution that could be integrated into the Salesforce CRM that the tool was created in.
Examples:
Existing home page, AI integration, Pre call screen, Post Call screen
Case Study link: AdvAssistprocess.pptx
Created a new tool to ensure efficient vehicle delivery. Originally designed for Sales Consultants to send information to customers, the tool’s instant success was adopted by customers as well. Tech Tutor serves to educate and inform through How-to video content.
Process and Role – Knowing that the tool would be used primarily out in the field, we tackled mobile first. I partnered with the UX lead to research and obtain the full model line information from our product team. This informed how we could arrange the hierarchy of primary product features. Content was further broken down into model details and trim criteria in order to design the steps needed to access content. This ensured an efficient user experience.
Wireframes were designed and iterated and a basic prototype was created to test the flow of the tool with the team and client. Then a polished working prototype test was conducted in-person at dealerships. Each time we were met with excitement and anticipation of this new tool launch.
Recognition - Received a Honda Communications Award
Results – Well received by dealers as many were placing links to Tech Tutor on their personal websites. Monthly analytics reported steady increased use. Help improve this tool survey results provided positive and useful feedback for future version improvements.
Designing for other countries. After much success, the original Tech Tutor design was adjusted to accommodate Latin Caribbean markets that utilize left and right hand drives in their vehicles
Role - Led the project to redesign the initial home screen and model feature search to ensure the process provided a smooth user experience. Added universal symbolism to achieve simplicity of communication. Added English and Spanish translation options.
Results - Very well received and steadily performs with increased monthly usage.
Revitalized an outdated experience. A redesign was long overdue, so we brought new energy to the site with fresh design and added features such as Inventory Search Alert, Compare and Save. Optimized functionality to make the site responsive. Improved site structure, page layouts and informational charts/visuals, made CTAs more actionable for optimal conversion.
Process and Role - In order to give the site an overhaul, it was important to look at competitors in the luxury used car world and determine what would work for Acura. I partnered with the UX lead to research competitors and devise a competitive audit. We put together boards to visually show treatments among competitors. These boards were then used in a working session with the key stakeholders to discuss the new direction and introduce proposed features. From there we were able to comprise a content functionality matrix to inform the site’s structure.
After analyzing the used car shopping process, I created a user journey map to better understand user pain points and challenges in the shopping experience. Being in the luxury used car segment meant there were different user needs in the search for their ultimate vehicle. This helped to inform the final feature set for the site to retain its relevance and competitive edge.
The design phase began ensuring parity with the brand’s larger national site. Button, CTA treatments, typography and new symbols were designed for the Sketch library when we began to divide up sections of the site to work on for wireframe consistency. Since the site was built on a different platform, components were developed by scratch. I worked closely with the dev team to ensure our vision could be implemented properly. There were many iterations to ensure efficient functionality and optimal look and feel.
Results - User testing was conducted pre-launch with a scaled down live prototype and was well received. Testing was done a few months after the site went live and received positive feedback with little need for change. Dealers reported high conversion results with the contact a dealer inquiries. Save vehicle and Inventory alerts are being used often and result in continued increase in sales.
Recognition - Received #1 CPO website from JD Power and industry accolades for CPO brand site.
After the success of the Acura dealers’ association site, I was asked to redesign Honda dealers’ association site in the same capacity, with similar challenges.
Role - Led the project in designing the site to compliment the national site’s brand and design. Analyzed content to come up with feature set and user flow needed for this pared down site. Streamlined the dealer search process for efficiency and higher conversion as the goal of these sites is to get the customer in contact with a dealer (or in the door). Created a training video, instructional deck and led online instruction for dealers in order to personalize the main pano content of their sites.
Results - Well received by the client and dealers; over 60% of the dealer associations signed up.
