One Touch Retail
Transforming the lengthy and broken sales journey into a seamless and connected expereince
Role
Design Consultant & Design Ops
Team
12 people (1 designer, 8 developers,
1 BA and 2 product owners)
Duration
12 Months
Client
Mercedez-Benz
What is OTR?
One Touch Retail is a platform for Mercedes-Benz sales reps in the German market to help find and configure Cars or Vans for the end customers. It enables reps to work side-by-side with customers to create personalized deals faster and more efficiently.
Let's understand the Challenge
The existing One Touch Retail system faced usability issues and feature gaps that disrupted sales reps' workflows, reduced efficiency, and impacted user satisfaction.
The objective was to deliver clear, actionable recommendations to improve the platform’s usability, performance, and alignment with real-world user needs—ultimately enabling faster, smoother customer interactions.
Project Goals
These were the 4 high level goals that we discovered during the requirement discovery workshops with stakeholders
Figure out the usability issues
Enhance the onlinne to offline transition expereince
Identify the feature gaps
Design and domain ways of working together
Design Approach
This is a high level peak into the design approach, the process was not limited to this approach as it was not purely a design problem but ways of working problem as well.
Discovery and Research
1. Conducted discovery workshops with business stakeholders and team BA's and Designers
2. Analyzed datadog analytics and heatmaps
3. Conducted user interviews with sales reps and the back office team
4. Conducted survey to get some quantitative analysis
Problem Definition
1. Defined the problem statements captured from research
2. Defined As is and To-be journneys
3. Feature prioritization
4. Defined Success metrics
5. Created a service design blueprint in order to tag the feature gaps
Ideation & Design
1. Designed a few features to fill teh online to offline transition and customer profiling gaps
2. Designed wireframes for order amendment and NBR MVP
3. Conducted sketching and design workshops
4. Designed a way or working framework for the design and domain teams to work together more fficiently
Testing
1. Conducted desk test/usability tests with sales reps and back office
2. A/B test for design. comparision
3. Feedback based improvements
Discovery and Research
User Interviews & Survey
With Salesreps - To identify the pain points that they are facing in their day to day life while interacting with end customers.
With Back offic teaam - To understand what are the added responsibilities a sales rep will have to handle once the back office team is dissolved(already planned)
Workshop with BA's & XD's
This workshop was planned and conducted with below mentioned purposes:
1. Identifying the level of involvement of XD's in the current process
2. Understanding the ways of requirement analysis and how the various domain teams along with their BA's and XD's are involved in the same
Problem Definitions
Define Service Blueprint
Although there are multiple domain teams working towards one goal but still they have their own domain level responsibilities and shared dependencies. To start off with the project I had to understand the dynamics hence I created this service blueprint to understand how domains communicate and what could be the possible service gaps are there.
Pain points that I figured out from the analysis phase
1. As the back office team is dissolving there are two major flows that a sales rep needs to take care of now,
which is Order amendment and body builder customization. However, these flows are not available in system.
In total I identifies 18 pointers which include the usability issues, feature gaps, disconnected journey and so on.
2. Sales reps were facing challenges while trying to make package configurations alongside customer as the
package contains "n" number of equipments and it is difficult to try out variations that closely match customer
requirements. 67% sales reps pointed this out in user survey as well.
3. Need based recommendation - I also ran a basic competitive check with other MB-POS systems(making 5.14% sales
from their data as compared to OTR's 0.18% usage) to check how they are working in their rescpective regions. NBR
was one such area which had a potential of revenue increase.
4. Images were another issue that they were not meeting the standards of MB's online presence.
5. Design system had major gaps as there were not enough components which resulted in inconsistencies in the designs.
6. Designers were not at all involved in the requirement analysis phase, everything was being captured by the central topic
owner who will kick off the topic and handover to the BA's. Once the business analysis was done it used to come to
designers and until that point there was limited consideration of users/customers.
7. There were other small funtional and cosmetic issues found which were like low hanging fruits and could have been
solved easily but somehow always kept aside in ops and improvements section which no one cared about
Ideation & Design
A quick sneak peak into the ideation/brainstorming murals
HMW?
I planned some How might we's and conducted a brainstorming session with BA, PO, TL and myself and did some ideation on the following pointers.
1. HMW help user make faster configuration checks with packages?
3. HMW make the designs and the interactions more consistent?
2. HMW make the best use of our need for recommendation logic?
4. HMW help user make informed decision while making third party configuration checks for bodybuilder?
5. HMW help customers have a better visual experience of the vehicle that they are selecting?
6. HMW make teams informed enough about XD's role and when their involvement is must?
7. HMW make a rhobust error handling structure for OTR?
8. HMW help teams to finish off the long pending Ops and improvement features?
Few of the final Value driven design deliverables!
Need based recommendation engine
Optimized Image visibility
Desiging error scenarios
Alternate package configuration modal
Third party configuration builder
Final Outcomes captured after the durationof 3-6 months
NBR usage has reached 1.07% from the 0.18% in last quarter giving our client extra equipment sales
Design objectives are a part of one of the Business OKR startegy starting this year
In last 14 sprints we have finished up 8 Ops and improvement stories so fas which were pending from last 2 years and more
According to the latest survey the percent of users facing issues with package configuration has reduced to just 23% as compared to the 67% earlier.
Sales reps have recieved positive feedback from the end customers from ongoing deals for the better media presence on the tool
And many more...
Things that didn't go well so far!
Order Amendment has become a blocker for us restricting us from achieveing some other parts of the flow as we have identified "n" number of scenarios of order amendment which is going to take its own time.
Transitioning from from the older design system to a new one has been a bit of a drag as the inconsistencies has gone beyond the estimations.