Toyota
—
2022
Developing an internal cusomter/intelligence dashboard for sales and sevice centres
SERVICES
Research, User Experience
Products & Deliverables
Workshops, Requirements, Wireframes, Prototypes
While at Splendid Unlimited, I took on Toyota as a client, helping them make the most of new customer modeling algorithms. These algorithms generated valuable predictions, such as future spending potential, timing of the next sales or service visit, loyalty curves, and lifetime value. Toyota needed guidance on how to empower staff to use this data effectively and present it in a clear, practical format. Collaborating with Toyota's management team and business analysts, I developed a dashboard to make these insights accessible and actionable for team members.
Activities included:
Stakeholder workshops
Requirements gathering with BAs as well as integration with existing systems
Sketching
Wireframes
Components
The dashboard was to be used by dealership staff (from sales, to service to front of house) and management.
Functions included customer lookup and details (including historic and future trends), prioritised weekly opportunity lists, appointment management, performance trackers. Different roles had different permissions, with managers being able to view across multiple venues and allocate opportunities to different salespeople.
The end design was very much card/component based, with all variants documented alongside a design system.
The biggest challenge was how to display such amounts of data in a usable and useful way.
Conclusion
The dashboard was rolled out to a small number of dealerships as a controlled test sample. It was very well received across all participating dealerships, with users really appreciating the way the information was presented and how easy it was to navigate the richness of information they had on each customer. The main negatives were around trainsitioning to a new system, and being able to trust the new algorithms and the suggestions being made for customers.