Josh Crow

Product Designer

joshcrow.work

My path here.

Dealer Management

B2B Salesforce @ CarMax

joshcrow.work

Context

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CarMax has a growing B2B customer segment - smaller dealerships who buy and sell vehicles to CarMax. Currently, there is no single source of truth when it comes to dealership relationship management. The associates today use an amalgamation of homegrown solutions.

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My Challenge:

• Learn everything I can about Salesforce ASAP!
• Inform enterprise architecture
• Build a CRM to support all B2B at CarMax

Approaching the space

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Generative Discovery

Strategize MVP, Architecture

Usability

MVP Release + Iteration

Building empathy

What do you do with a new space and unlimited access to users?

Interviews and observations!

Learning plan:

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• Understand who the users are:
• What’s their day like? When and how do they interact with Dealerships?
• What are their current pain points, workarounds?
• Understand the jobs to be done:
• What are their goals? What are their routines?
• How do managers evaluate success?

B2B @ CarMax

B2B Product

Field Operations Leads

Auctions Service Managers

B2B Design Target

What’s the overlap?

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Defining our team

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We exist to help B2B associates build and foster dealer relationships. We enable FOLs and ASMs to drive engagement our business partners.

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Goals:

• Save time on tasks that can be automated
• Consolidate tools and data into one place
• Enable associates to better serve dealers
• Enable managers to better assess associate performance

Informing Strategy

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Start with MaxOffer and FOLs:

• FOLs have no current CRM
• Getting by with spreadsheets and paper notes�
• They have a [fairly] simple workflow
• Giving the team a chance to learn into Salesforce
• Keeping everything out of the box — quicker delivery, quicker ROI

MVP will require:

• Maps
• Mobile
• Outlook Integration
• Engagement / performance dashboards
• Ability to enter leads, activities, and register dealers
• Email automation - Salesforce Marketing Cloud integration

Informing Architecture

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My research revealed that:

• Dealer reps often work at multiple dealers — requiring a many to many relationship in the system
• Associates think in a “Dealership” state of mind — account is the hub of activity
• Leads are matured to registration and beyond
• How I make my mark on architecture?
• Facilitating tons of team workshops!

Initial Evaluation

Using the CarMax research write-up template

Where do I need to focus?

• Out of the box, Salesforce provides a ton of functionality
• Wanted to understand what activities are most important to FOLs
• Designed a quick usability test focused on the three main layouts
• Ranking exercise for activity priority
• Task based thinking-out-loud

What I learned

• Adding a rep was hard to find
• Changed language and brought button to top card
• FOLs want to see payment types
• Added to layout in Account details
• Desire for a glanceable view of how a dealer is doing — help interpreting data
• Seeing all activity is crucial to planning out the next interaction

MVP Release

• FOLs have been using the system for about a month and a half now
• I am now dual tracking, with weekly discovery ongoing while shifting gears discovery-wise to Auctions
• Continuous discovery through office hours, design sessions and feedback channels (monthly surveys)

Currently working on:

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• MaxOffer Dealer Registration, making it more intuitive
• Manager dashboards, engagement dashboards
• Defining the baseline of “what good looks like”

Auction in the pipeline

Personal Takeaways

• Learning a new design system
• Dipping my toes in enterprise architecture
• Getting comfortable with declarative development practices
• Learning how to work with a new team
• Sharpening my product design toolset

Logistics

Experiments around transfers

joshcrow.work

How might we decrease the number of times that titles get left behind?

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How might we speed things up at the back gate when carriers arrive?

What can we improve?

*Both tests are in the wild now, result impending.

Solving for titles

Initial test - sharing title status messages

Where we’ve landed for staged testing

Speeding up the back gate

Discovery + Test plan:

1. Map out the process today (in store observation)
2. Identify pain points
3. Wizard of Oz initial test
4. POC development and staged test

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Hypothesis:

If we give the right associates, the right information, at the right time it will have a positive impact on their workflow.

If we enable carriers to give associates an advanced alert of arrival time and load capacity, then associates will be able to proactively manage the work.

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Inventory Associates:

• Associates have no idea what’s coming and can’t plan
• Space in the lot is a huge concern
• Zebra devices and audible alerts are for notifications

Carrier Drivers:

• The back gate interaction is a major pain point. The wait time can vary widely and it is frustrating. The process differs from store to store.
• Would like to share ETA but has no way to do it
• Needs to be able to make sure his load is proper for his truck.
• Back gate space is the bottleneck

General UI Improvements

Goals:�

• Bring the UI up to LDS standards
• Prioritize high value moves
• Add title status information
• Help Associates find vehicles more easily

General UI Improvements

From observation:�

• YMM, color first
• Stock # and VIN to verify
• Adding lot scan location
• Prioritizing customer transfers
• Limiting where they can find a title

Shifts

By Snagajob

Shifts self-signup

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The previous designer had created an employer self-signup flow that never got built. I picked it up and brought it to production. Before going to development, I tested and refined the design.

Approach

Test

Refine + retest

Release

Unmoderated testing

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Target:

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• 10 participants
• Small, medium business owners / people managers
• Retail, food service, warehousing industries

Scenario:

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• “Imagine you are signing up your business for a service to post open shifts you may have, to be filled by available workers nearby.”

Goal:

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• Get a feel for how the existing design performs via usertesting.com

Task:

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• “Think aloud while filling out this registration form.”

Findings

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Takeaways

• Evaluate exactly what’s required to get started
• Re-visit positions page

Participants were:

• Frustrated by the length of the process
• Generally confused about the position selection page
• Uncomfortable with payment before requesting any shifts

Previously required

Revised flow

Position selection

Original design

• Awkward layout
• No wages
• Not very expandable for future positions

Iteration

• “Are these grey buttons disabled?”
• “It feels like Dr. Mario.”
• Questions about wages

Production

• Table layout
• Wage explainers
• Positions filtered by industry

See it live (if you’re a SMB)

Problem:

Unfilled shifts cost money

The Snagajob Crew isn’t available everywhere Managers want experienced workers

Talent Pools

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Filling more shifts

When a worker calls out, employers do the round robin, calling around asking someone to fill the shift. Often they are making hard choices and considering over time. But mostly, they just need someone to show up.

Managers want to:�

• Simplify communication
• Utilize the workers they already trust
• Give their current employees first dibs
• Tap into their seasonal employees

How can we expand the pool of workers available to managers?

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How can we make it easier for managers to utilize their existing workers?

Ideation

Carving out the work

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Invite workers

Onboard workers

Request shifts

Charter customers

Usertesting.com

Internal discovery

UI MVP

Discovery and usability

Invite workers

Bulk invite

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Requesting shifts

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Worker notification of shift

Worker invite email

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Worker onboarding

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How do we verify I9’s anywhere in the country without having a presence in every city?

Remote I9 + HIREtech

In order to verify employment eligibility anywhere in the country, we had to integrate with a remote I9 service; HIREtech.

• Designed an I9 flow to enable remote I9 verification for workers
• Followed DHS guidelines for advising workers what they need in order to complete I9
• Improved the flow for all workers, not just those who are invited as a part of a talent pool

Worker orientation

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• Replaced old, outdated video
• Designed simple, easy to modify infographic for workers
• UX writing

Orientation for workers has been a pain point of Operations for quite some time. I took their feedback and tested with workers to come up with a new solution.

Usability

Cognitive walkthrough

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Unmoderated user testing

• 10 Location managers recruited via Usertesting.com
• Task based tests focused on pain points identified in cognitive walkthrough
• Worker invite CSV upload
• 10 gig-economy workers
• Tested remote i9 to refine language and layout

Takeaways

While the team had no PM or designer, discovery suffered

• I began to re-establish continuous discovery:
• Started a charter customers program for employers — bi-weekly discovery zoom calls�

Stakeholder support is crucial

• Managed touch-points with operations, customer support, marketing
• Working with operations enabled me to connect with workers via phone for COVID safe discovery sessions

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Visual design

Goal:

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• Create a vision for how PeopleMatter might look with Snagajob’s visual system applied
• Craft a responsive design
• Work with offshore dev team to build out a POC

PeopleMatter

Visual design

My task:

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• Redesign the Snagajob Community support app
• Match the existing brand
• Design support and QA during build
• Snagajob Community