- 2017 - 18
- São Paulo
Making vehicle trading easier with Cockpit CRM
Founded in 1995 and owned by Santander Bank and CarSales, Webmotors is Brazil's number one online auto marketplace.
Overview
With the sale of leads as the main source of revenue in the B2B segment, Webmotors aimed to replace an existing tool used by its clients, approximately 12.2k car dealers in 2018, to manage their leads, customers, and ongoing negotiations.
Challenge
- Help dealers to understand the value of each lead
- Increase the lead acceptance rate among dealers
- Reduce new lead response time by dealers to end customers
- Generate value for Santander and its vehicle finance products
- Develop UI patterns for a broader range of products
My role and responsibilities
While working closely with the company's head of design, I was the sole designer responsible for the product. Collaborating with a multidisciplinary team consisting of a product manager, a data analyst, and 10 engineers, my deliverables included:
- Designs for the desktop version and native Android and iOS apps
- User research
- High-fidelity working prototypes for both internal and external purposes
- Creation of design patterns and rules
Outcomes
- 5countries Besides Brazil, it was also implemented in Argentina, Colombia, Chile and Peru by CarSales and Santander Bank
- 42hours Reduction in lead first response time by dealers (from 46 to 4 hours)
- 10K Car dealers using it in the first 3 months
- 4months To reach the product break-even
Recognition
-
Selected one of Santander’s Brazil 3 best innovation projects in 2018
New solutions
During the product inception phase, representatives from various departments collaborated in a 3-day workshop to share knowledge and establish a common vision. Using the insights gained, we developed wireframes, designs, and conducted usability tests and client interviews to validate our assumptions.
Reimagining the lead presentation was challenging, but our boldest move was replacing the traditional lead list with a kanban board. Despite initial concerns regarding user familiarity, testing and live results provided us with confidence in the solution.
Lead iterations
In its first iteration, users tended to overlook the information in the left column due to its excessive length. However, after being probed, they acknowledged its value. In its second iteration, users tended to ignore important elements at the top of the page, perceiving them as banners.
Cockpit platform
The Cockpit platform aimed to encompass all existing and new Webmotors B2B products. As the first product within Cockpit, the CRM played a crucial role in establishing design elements and patterns to ensure consistency and a cohesive visual language for the new platform.
