Mahindra Sales Genie 2.0

Mahindra & Mahindra Auto Division was in the process of transforming their sales processes completely, as part of a larger Digital Transformation project. With a large network of Dealerships and Sales Staff, Mahindra & Mahindra operates in a partnership model for their  personal SUV,  and Small Commercial Vehicles segments distributed across India.

Problem Statement

The Sales personnel utilize digital tools to capture & nurture leads, creates enquiries, process customer information and convert vehicle bookings. As a result of revamped sales process, there was a requirement to develop a new, robust sales tool. I partnered with the sales, business and development team to drive the UX strategy and build Sales Genie 2.0, the primary sales management tool for sales personnel and partners in the Mahindra ecosystem. app.

My role

Success Metrics

Measure #1

Quantitative

Percentage increase in cost savings, reduction in time to perform specific activity, percentage increase in profits /revenue from sales.

Measure #2

Qualitative

Increase in customer satisfaction, boost in customer loyalty and brand perception.

Measure #3

App Performance

App Speed and Latency, User Error Rate (UER), Task Success Rate, Time on Task etc. across user personas and critical flows.

Defining Requirements

The mobile app will be utilized by partner Sales Teams to manage prospects from the initial lead stage to retail stage, capture customer information & feedback, log daily tasks, and manage Sales KPIs.

The app will also be utilized by Area Sales Managers to monitor sales activity, identify & track KPIs region-wise, and provide approvals at critical stages of the customer engagement.

Information Architecture & User Flows

Translate process flows into user flows bifurcated into Salesperson and Sales Manager roles with each version catering to one of the user group needs.

Wireframing & Prototyping

Wireframing in Figma and XD to define key interaction screens. Formulating a UI framework for Mahindra’s new digital playbook.

High fidelity Design

User testing

To validate the designs, I conducted moderated testing sessions based on critical user stories to test usability and identify points of friction. Additionally, I also conducted contextual enquiry and diary studies with key subject matter experts who were identified to test the experience and provide insights & recommendations.

User testing feedback captured

Acceptance Criteria

Measure #1

Time-on-task

Time on task describes the time (in minutes and seconds) that a user needs to complete a task successfully. As sales staff sees a lot of turnover, this is a key metric to identify training & onboarding costs for new team members.

Measure #2

Task Success Rate

The task success rate (TSR) measures the number of correctly executed tasks and is used very frequently. Sales processes are critical to business and hence the app would be measured by a key metric of TSR to identify usability gaps.

Measure #3

User Error Rate

User error rate (UER) is the number of times a user makes a wrong entry. This can range from incorrect customer information entry to process issues. These will be tracked against escalations in the sales processes and error areas.

Outcome #1

Consolidated Quick Enquiry & Enquiry Creation flow reduced time taken by 21% in addition to error reduction & improved conversion rate.

Outcome #2

Simplified Test Drive feedback form captured 15+ feedback points in single screen while reducing time taken by 50% resulting in improved data on lost leads.

Delivery

The Sales Genie 2.0 app was deployed in phases starting with a pilot phase launched in Oct 2020 in select Mahindra dealerships across personal & commercial business segments.

Evolving the auto sales experience

With the launch of Sales Genie 2.0, we are working on additional features that improve the customer experience and enable the sales teams to onboard, connect and grow in their functions quickly and seamlessly.