Case Study

Team Velocity

Reimagine the Automotive Dealership Customer Experience

TV1

Overview

Car dealerships have been selling cars the same way for the last 100 years. Getting a new car is exciting, but the buying process is frustrating, tedious, and time-consuming. Several new companies, including Carvana, Roadster, and TrueCar are innovating across multiple areas of the car buying experience, elevating consumer expectations for what the experience should be.

Team Velocity Marketing provides an online marketing and sales platform for more than 3,000 of the 30,000 dealerships in the USA. Variate worked with the Team Velocity Marketing team to redesign their automotive dealership platform, including their customer-facing, dealership management, and system administration experience. The new design system enabled unprecedented individual customer personalization, flexibility, and the ability to create a beautiful customer experience that could be white-labeled by each car dealership.

We started our first project by creating a new customer research program that we used to inform all design decisions and validate new designs. The new reimagined customer experience led to greater efficiency, happier, more engaged B2B2C customers, more B2B dealership customers, and more revenue for all parties.


What We Did

  • Redesign flagship dealership product
  • Redesign dealership manager experience
  • New brand templates theming system
  • Created a new design system for 10+ automotive brands
  • New strategy for personalization

Outcomes

1 New user research program to support all products
0

New user research program to support all products

5 New Brand Theming Templates
0

New Brand Theming Templates

3+ Product experiences supported across teams
0
+

Product experiences supported across teams


3 Big Takeaways

  1. Co-creation with end-users is key to adoption
  2. Make your experience hyper-relevant to each customer
  3. Modular approach enables future flexibility

1.

Co-creation with end-users is key to adoption

We started our project with consumer interviews to understand how people shop for cars and identify their unmet needs. We synthesized what we learned into a customer journey map, which outlines the essential needs, pain points, and opportunities to improve or enhance the experience at all critical moments in the customer journey. We used this direct customer feedback to guide design decisions throughout the project. After Variate created the initial design concepts, we showed them to potential customers and dealership managers to gain more feedback to improve the design.

1.

Co-creation with end-users is key to adoption

We started our project with consumer interviews to understand how people shop for cars and identify their unmet needs. We synthesized what we learned into a customer journey map, which outlines the essential needs, pain points, and opportunities to improve or enhance the experience at all critical moments in the customer journey. We used this direct customer feedback to guide design decisions throughout the project. After Variate created the initial design concepts, we showed them to potential customers and dealership managers to gain more feedback to improve the design.

TV2
TV3


2.

Make your experience hyper-relevant to each customer

Most automotive dealerships offer a one-size-fits-all solution for all of their customers. The typical experience doesn't consider that each customer is in a different moment in their relationship with the dealers and requires different features and services to accomplish their needs. Some customers buy a new car and look for browsing, test drives, and financing features. Other customers who recently purchased a vehicle are looking for convenient and frictionless ways to service recalls, maintain their cars, and sell them.

To directly address the specific customer needs, Variate created a customer experience strategy that shows different website modules, in real-time, throughout the experience (homepage through all detailed pages) to make it easy to access the features that customers want most.

2.

Make your experience hyper-relevant to each customer

Most automotive dealerships offer a one-size-fits-all solution for all of their customers. The typical experience doesn't consider that each customer is in a different moment in their relationship with the dealers and requires different features and services to accomplish their needs. Some customers buy a new car and look for browsing, test drives, and financing features. Other customers who recently purchased a vehicle are looking for convenient and frictionless ways to service recalls, maintain their cars, and sell them.

To directly address the specific customer needs, Variate created a customer experience strategy that shows different website modules, in real-time, throughout the experience (homepage through all detailed pages) to make it easy to access the features that customers want most.

TV5
TV4
TV6
TV7


3.

Modular approach enables future flexibility

While redesigning the flagship platform, Variate created the foundational design system for all platforms and brands. Working closely with the Team Velocity development team, Variate Created a modular component-based design system that enables maximum customization and flexibility for different brand templates and customer experiences. Dealership managers can select individual components to customize the experience and showcase content in the most visually compelling way.

3.

Modular approach enables future flexibility

While redesigning the flagship platform, Variate created the foundational design system for all platforms and brands. Working closely with the Team Velocity development team, Variate Created a modular component-based design system that enables maximum customization and flexibility for different brand templates and customer experiences. Dealership managers can select individual components to customize the experience and showcase content in the most visually compelling way.

TV8


Get in Touch

Are you interested in learning more about Team Velocity or any of our other Automotive or company transformation projects? Contact Us.