Hub Management System

HMS was designed to improve employee workflows and customer experience inside car sales agencies.
The platform streamlines operations by giving employees real-time access to customer information and hub activities.

Problem

45% of car purchases are made inside a hub, and 80% of customers visit a car before buying. However, there was no visibility into customer activities or the reasons for their visits. With twelve different reasons for attending and multiple areas in the hub, employees struggled to identify customer needs, assist effectively, and drive purchases.

Solution

Develop a centralized platform where employees can view all customers inside the hub and track their activities in real-time. The platform allows for the easy review and editing of customer information, providing greater clarity and operational efficiency.

Impact Metrics

Increased NPS due to enhanced hub experience and faster response times.
Introduction of customer typologies for each hub based on the services offered, allowing for a more personalized experience.
Decreased OPEX by eliminating the need for external platforms, reducing platform costs for the employees.

My rol

I led the effort to understand the real state of car sales agencies in Mexico and developed a scalable platform to address the evolving needs of the business across different countries. My goal was to ensure the solution was adaptable while enhancing operational efficiency for both employees and customers.

What I did

Conducted research to map the various roles and activities within car sales agencies.
Designed materials and conducted over 10 usability tests each quarter to refine the platform.
Focused on improving customer experience and employee efficiency by designing an intuitive user interface.

User Research Insights

Despite a high NPS (87%) in the hubs, customer complaints often surfaced on social media. After reviewing feedback, we found that customers appreciated the employees’ attention but felt frustrated by the lack of access to purchase information. On the employee side, staff struggled with accessing information, as they had to rely on multiple platforms, often lacking a unified view of customer data.

Hub Management System Background

Previous Platform: Employees were using external digital platforms, adapting Kanban boards to map customer flows. Each row represented a hub area, and customer cards contained necessary information. This system updated in real time, allowing employees to track customers’ movements through the hub.

Roles and Tasks: Various employees (Frontdesk, Onboarder, Hub Leader, Control Tower) used the same platform but had different objectives based on their roles.

Frontdesk: Responsible for customer registration and collecting all relevant information.
Onboarders: Assisted customers with the purchase process.
Hub Leaders: Assigned tasks and set daily performance metrics.
Control Tower: Monitored overall operations and ensured resources were available for each role.

Services: Customers visit car sales agencies for a variety of reasons, including viewing cars, validating warranties, selling their own cars, or scheduling maintenance services. These services were all provided in the same space, adding to the complexity of managing customer flows.

Design Challenges

Fragmented Information: Employees had to navigate multiple platforms to access customer details, making it difficult to provide timely assistance.

Hub Overcrowding: Managing customers with different service needs in the same physical space created operational challenges, requiring us to optimize the system for smoother customer flow.

A Multi-Device Ecosystem

As we delved deeper into the needs of both customers and employees, we quickly realized the solution had to work seamlessly across multiple devices:

TV Displays

Used as turnometers, allowing customers to see when it’s their turn to enter the hub.

Mobile Phones

Chosen as the primary tool for customers to check in, track their turn, and view next steps, ensuring they had all the information handy during their visit.

Desktop and Tablets

Tailored for employees based on their roles and locations within the hub, enabling them to access customer information and track activities efficiently.

Final Solution Highlights

Centralized Platform: A unified dashboard allows employees to access all customer information and track activities in real-time.
Improved Data Accessibility: Employees could easily review and update customer profiles, eliminating the need for multiple systems.
Enhanced Customer Experience: The platform helped employees assist customers more efficiently, improving satisfaction and driving purchases.

Operational Enhancements

Integrated customer actions into employee dashboards to maintain a single source of truth.
Created dynamic triggers for sales teams to improve customer communication.
Implemented hub calendars to optimize car transfers and home deliveries.

Key Takeaways

Customized Hub Experience: We tailored the system to different hub typologies, improving both front-end and back-end operations.

Real-Time Updates: The system provided instant updates on customer movements and interactions, improving response times and workflow management.

Cost Reduction: By consolidating tools and eliminating the need for external platforms, we reduced operational costs significantly.

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