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BAJAJ DMS APP
Bajaj Auto Limited is a global two-wheeler and three-wheeler Indian manufacturing company, and Bajaj vehicles are widely used in India. It has 660 dealers across 31 states and 440 cities for two wheelers.
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Excellon Software's desktop application has been providing end to end dealership management service to Bajaj and many other automobile companies since 1999 .
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With the rise of smart phones and mobile computing, apps are becoming integral part of our lives. So, we introduced a mobile app to ease the business management to our automobile dealers, customers and OEMs. Bajaj automobiles took the best advantage of it.
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THE CHALLENGE
Bajaj has users of varied age groups ranging from 18 yrs of age upto 50 yrs. However, building intuitive design to keep balance between the expectations of dealers , business owners, and customers of various ages was bit of a challenge.
MY ROLE
I was responsible for strategizing UX and designing the app for Dealers and their teams.
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THE SOLUTION
Why mobile app?
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​Time and cost saving.
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Makes the life of users easier by enabling easy access and flexibility in carrying out their daily business anytime anywhere.
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Helps dealers keep track of their pending and completed tasks in a better way.
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Enables customers to get their queries solved remotely without having to visit the dealership.
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Helps connect dealer and customer more efficiently.
- Enables business owners and managers to check monthly and yearly sales stats quickly using interactive analytics.
THE PROCESS
1. Knowing the user | User Research
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In a team of 5 , we visited dealerships selling Bajaj motorcycles, to get the real experience of how dealers work, what are their daily tasks, and what challenges they face with the existing system.
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Insights of the dealerships visited.
What exactly happened there can be seen in the storyboard below :
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A busy day in the dealership. Dealer tensed, his team in pressure and customers waiting and complaining.
After doing user observation, we conducted in person interviews with the dealers, salespersons and service advisers to get a better understanding of their pain points and expectations. On the basis of information gained from interviews, we created the empathy map shown below :
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2. Empathy mapping | User Research
After observing the user, listening to his pains, expectations, and knowing the market solutions, it was time to define the problem in our case study. We created a Point of view table, and a set of "how might we" questions, which gave us insights on what we understood as the user needs. This helped us reach to the "Problem Statement".
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Taking reference from the problem statement, we created personas to get an overview of our "real users".
4. Understanding the Problem | Define
An automobile dealer needs to connect with more customers, track and manage open enquiries,follow ups, and monthly and yearly sales of vehicles. He would rather want a flexible, time-saving and intuitive solution to manage his business and teams.
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Problem Statement
Now that we knew the pains and expectations, it was time to think about solutions. Before moving forward, we wanted to make sure we know what's going on, in the market and how other service providers are helping dealers with their businesses. So, we conducted competitive analysis and got some awesome ideas on "what to do" and "what not to do".
3. Understanding the competition | User Research
Competitive analysis of 3 major dealership mobile apps in India and abroad.
How Might we ?
1. How might we help the dealers connect with more customers ?
2. How might we help the dealer track his business?
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3. How might we speed up the dealer's business?
5. User Persona | Define
DISCOVERY OF THE CHALLENGE
As we had varied users like dealers, their teams, OEMs and end customers, every user needed to view and access different business data. Hence, it was a challenge to provide on unified solution for all. After studying personas and the complexities existing system, we decided to make the mobile app role based. This gave us clarity on what data to show on whose access. Taking reference of this, we created mental map and wireframes for understanding the information architecture and design flow to be shown in the mobile app. Below is the mental map of dealer as a user :
6. Mind Map and User Story | Ideation
Last but not the least, we created prototypes and visual designs of dealer app, and tested them with the users. After testing, we observed that some users had difficulty in reading the texts and tapping on the buttons for actions. Hence, we further worked on the text sizes, contrast ratios and use of white spaces in order to make it visually comfortable and easy to tap. Below are some of the snippets of the approved designs.
7. Wireframes | Prototype
8. Visual Designs | Prototype
