case study (Copy) — Amelie Inard

Background:
The sales team identified that many of our home improvement dealers were lacking the understanding of our products and therefore did not have the resources to propose those options to their customers. Data showed that many dealers had been at SNAP for a long time but were not using our products. The dealers had access to SNAP Central App, a mobile and tablet accessible app to that enabled to complete the financing process with their customers right from their device. It allowed them to review payment options with their customers and to get instant approvals. The sales team were finding that some dealers were not using the app or simply did not understand how to use it to submit financing applications.

Opportunities:

For users: an improved experience would help dealers better understand the value of offering financing options to their business.
For the business: improvements to the experience would lead to an increase in financing applications, higher retention rates and revenue. It would also lead to a reduction in calls to the customer service team and to the time spent on boarding new dealers.

Challenges:
One of the main challenges we faced was a lack of data and lack of understanding of our users' journeys. One of my personal challenges was to create design solutions for an audience that I first had trouble empathising with.

Discovery Activities:

To gain a better understanding of our dealers and their pain points, I conducted interviews the sales and customer service teams. One of our first discoveries was that there was no streamlined onboarding or training process for new dealers. Each sales member had a different tool and presentation for communicating with dealers and the information was inconsistent across the board. There was no process for touchpoint along the dealers’ journey - this meant that some dealers had even forgotten they had partnered with us.

Using the information I gathered during interviews, I led a brainstorming workshop for the marketing team to determine what our current understanding of users was. I ran a series of white boarding sessions in which we categorised 3 types of dealer personas and what we understood were their opinions, motivations and challenges. We identified what could be keeping them from reaching their goals and what the best way to communicate with them would be.

I made an inventory of all the dealer facing documents and identified inconsistencies and lack of information relating to the SNAP Central App.