CRM Dashboard for Automotive Dealerships
Project Summary
Scope: UX Research, Wireframing, Prototyping
10 Weeks
Tools: Adobe XD, Miro
Client Overview
360.Agency provides a suite of digital retailing solutions for car dealerships, including their CRM tool. They wanted to create a centralize dashboard where dealer managers, sales team and BDC agents can do the follow up of the lead-to-customer journey.
Goal
Design a centralized dashboard to help dealership staff monitor and manage key activities and performance metrics. The tool should provide:
Real-time tracking of tasks, appointments, and lead activity
Monthly revenue insights and cars sold
An overview of the full lead-to-customer journey (KPI-driven)
Departmental performance analytics
Personalization options tailored to different user roles
Role: Lead UX Designer
In a team of 3, I collaborated in the user research phase by completing the comparative analysis, ideated low fidelity wireframes, and created high fidelity prototypes to present to the stakeholders.
Team
Carla Orellana: Lead UX Designer
Rox Crete: UI Designer
Jean Francois Blaquiere: Product Owner
Problem
Team members at the dealership lacked a unified platform to manage their daily operations and track performance. They needed a customizable tool that could display essential data, such as: appointments, sales metrics, and task statuses, all in one place.
In the absence of a centralized solution from our side, many users began turning to competitor tools, which impacted client engagement. Our goal was to provide a comprehensive dashboard that offered cross-department visibility and empowered users to make informed, data-driven decisions.
How might we…
How might we help dealership teams streamline their daily operations through a centralized and intuitive dashboard?
How might we enable better visibility and alignment across departments through a shared performance tracking tool?
RESEARCH
Stakeholder Interview: Sales Manager
To better understand the day-to-day challenges faced at the dealership, I conducted an interview with a Sales Manager overseeing a team of sales representatives. The conversation revealed a strong need for visibility and performance tracking across individuals and departments. The Sales Manager emphasized the difficulty of gathering relevant data quickly. Additionally, they expressed frustration with the lack of real-time insights, which delayed key decisions such as adjusting sales tactics or redistributing leads.
Define the persona
Jonathan
42, Montréal, Québec
Role: Sales Manager
Jonathan
42, Montréal, Québec
Role: Sales Manager
Bio
Jonathan has worked in automotive sales for over 10 years. He manages a medium-sized team at a busy dealership and is responsible for meeting aggressive sales targets. He relies on data to make informed decisions but currently struggles with fragmented systems that slow down his workflow. Jonathan needs a reliable and customizable CRM dashboard that helps him save time, improve team performance, and focus on high-priority actions.
Goals
Monitor the daily and monthly performance of the sales team
Track KPIs such as cars sold, revenue, and appointment success rates
Quickly identify underperforming areas to take timely action
Frustrations
Switching between multiple tools to compile reports
Lack of real-time data visibility
Inability to personalize dashboards to focus on specific team members or metrics
Needs
Clear pricing and rebate information
Intuitive navigation with helpful comparisons
Ability to customize the vehicle and instantly see pricing updates
Research Findings and Proposed Solutions
After completing our comparative and competitive analysis and defined our persona, we gathered our conclusions to improve the Vehicle Detail Page experience.
#1. Buying journey flow and content hierarchy
We found that the vehicle detail page felt cluttered and disrupted the buyer’s journey. Users had difficulty maintaining a clear reading flow due to the scattered layout of key information and calls to action.
Solution:
I streamlined the experience by centralizing the vehicle information in a main content area, allowing users to scan and process content more fluidly. Payment options and primary CTAs were placed in a fixed sidebar for easy access. To ensure constant visibility of essential details, I also proposed a sticky header that includes core vehicle info and two key CTAs, helping users stay oriented as they explore the page.
#2. Incomplete pricing transparency, especially for EVs
The summary price breakdown lacked clarity, particularly around vehicle rebates. It failed to differentiate between pre- and post-tax amounts, leading to confusion, especially regarding EV incentives. This misalignment also risked non-compliance with provincial and manufacturer regulations.
Solution:
I adopted a broad-to-narrow research approach, starting by identifying the full scope of information that should be presented on a vehicle’s detail page in Canada. For instance, AMVIC (Alberta) provided more detailed vehicle disclosure guidelines that we used as a reference. From there, I compared requirements from other provinces (OMVIC, SAAQ, etc.) to ensure clarity and compliance across regions.
High Fidelity Prototype on Mobile
High Fidelity Prototype on Desktop
Future Considerations
- A/B Testing of layout variations (Running tests on the placement and design of CTAs, sticky headers, or payment calculators.)
- Behavioral analytics & heatmapping
- Adapting content dynamically based on user behavior, location, or saved preferences.