Lets understand the problem statement

The existing One Touch Retail system faced usability issues and feature gaps that disrupted sales reps' workflows, reduced efficiency, and impacted user satisfaction.
The objective was to deliver clear, actionable recommendations to improve the platform’s usability, performance, and alignment with real-world user needs—ultimately enabling faster, smoother customer interactions.

Journey so far!

My Role

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I joined the team as a Senior design consultant in Feb 2024 to look for the usability issues and enhance the overall flow and experience of the sales reps as the back office team was moving out.

My Scope of work

Understanding where users felt and experienced problems
How the requirements are flowing in?
Designers involvement in the process and how well their skills are being used?
Identify and enhance usability issues
Make the system faster
Identify the back office dependency and create flows for the same in OTR itself

Achieved so far

Need Based recommendation
Image optimazation
Alternative package specification modal
Bodybuilder modifications with external distributors
Business analysis ways or working
Design system upgrade

Ongoing challenges

Mass ordering
Order Amendment
Design system transition
Customer profiling

My Process!

01 - Analysis

Service Blueprint

Although there are multiple domain teams working towards one goal but still they have their own domain level responsibilities and shared dependencies. To start off with the project I had to understand the dynamics hence I created this service blueprint to understand how domains communicate and what could be the possible service gaps are there.

User Interviews & Survey

With Salesreps - To identify the pain points that they are facing in their day to day life while interacting with end customers.

With Back offic teaam - To understand what are the added responsibilities a sales rep will have to handle once the back office team is dissolved(already planned)

Workshop with BA's & XD's

This workshop was planned and conducted with below mentioned purposes:

1. Identifying the level of involvement of XD's in the current process
2. Understanding the ways of requirement analysis and how the various domain teams along with their BA's and XD's are involved in the same

Pain points that I figured out from the analysis phase

As the back office team is dissolving there are two major flows that a sales rep needs to take care of now, which is Order amendment and body builder customization. However, these flows are not available in system.
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Sales reps were facing challenges while trying to make package configurations alongside customer as the package contains "n" number of equipments and it is difficult to try out variations that closely match customer requirements. 67% sales reps pointed this out in user survey as well.
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Need based recommendation - I also ran a basic competitive check with other MB-POS systems(making 5.14% sales from their data as compared to OTR's 0.18% usage) to check how they are working in their rescpective regions. NBR was one such area which had a potential of revenue increase.
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Images were another issue that they were not meeting the standards of MB's online presence.
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Design system had major gaps as there were not enough components which resulted in inconsistencies in the designs.
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Designers were not at all involved in the requirement analysis phase, everything was being captured by the central topic owner who will kick off the topic and handover to the BA's. Once the business analysis was done it used to come to designers and until that point there was no consideration of users/customers at all.
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There were other small funtional and cosmetic issues found which were like low hanging fruits and could have been solved easily but somehow always kept aside in ops and improvements section which no one cared about.

I planned some How might we's and conducted a brainstorming session with BA, PO, TL and myself and did some ideation on the following pointers.

1. HMW help user make faster configuration checks with packages?
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2. HMW make the best use of our need for recommendation logic?

3. HMW make the designs and the interactions more consistent?

4. HMW help user make informed decision while making third party configuration checks for bodybuilder?

5. HMW help customers have a better visual experience of the vehicle that they are selecting?

6. HMW make teams informed enough about XD's role and when their involvement is must?

7. HMW make a rhobust error handling structure for OTR?

8. HMW help teams to finish off the long pending Ops and improvement features?

Here's a sneak peak into the workshops and brainstorming sessions

03 - Synthesis/Design

Offer Configurator Modal

Here I built a modal window which showcases alternative package selection each of them mentionning what will be removed and what will be added to the configuration and giving an option for the sales rep to verify the same from backenf on the go itself.
This intern makes it easier for them as they do not have to go back and forth for selecting multiple packages or create multiple deals to compare configurations.

New Error Component

Earlier error component was just a plain banner attached to header not enough to handle the errors eficiently and also overlapping the body data as it did not have an option to get rid of it.
We came up with a basic yet more functional desig to handle errors of various categories in more consistent manner

ABH Bodybuilder

Sales rep used to use an external system to manage the entire third party configurations which was way to hectic to keep track of single vehicle in multiple tools.
We integrated a portal called ABH bodybuilder in our app which gave complete overview of the third party configuration approvals and rejections and aneasy access to their application as well.

NBR modal

Earlier there was a small tab hidden in one of the pages which suggested user what other customers have bought with their selected configurations however it was not explicit enough.
Now this modal window that we create gives users and cuatomers a clear view of what is recommended with proper details and images.

Optimized Media visuals

Earlier we had static images which kind off lacked the consistency from the online website of the client portal and in this solution we tried to bring it closer to the same experience giving the end customer and option to view and experience the vehicle in more details.

Lets have a look at the Outcome :)

1. NBR usage has reached 1.07% in last quarter giving our client an extra equipment sales of around 60,000 Euros half a year
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2. According to the latest survey the percent of users facing issues with paackage configuration has reduced to just 23% as compared to the 67% earlier.

3. Design objectives are a part of one of the Business OKR startegy starting this year

4. Sales reps have recieved positive feedback from the end customers from ongoing deals for the better media presence on the tool

5. In last 14 sprints we have finished up 8 Ops and improvement stories so fas which were pending from last 2 years and more

Things that didn't go well!

1. Order Amendment has become a blocker for us restricting us from achieveing some other parts of the flow as we have identified "n" number of scenarios of order amendment which is going to take its own time.
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2. Transitioning from from the older design system to a new one has been a bit of a drag as the inconsistencies has gone beyond the estimations.

One touch Retail