The Link

Transforming Dealer Relationships: A UX Case Study on "The Link" CRM

‍

1. Project Overview

• Introduction: The Link is a sophisticated Customer Relationship Management (CRM) system built on Salesforce, designed to support Hunter Douglas’s extensive network of 25,000 dealers. By providing a central hub for communication, support, and resources, 'The Link' plays a vital role in fostering strong dealer relationships and enhancing their operational efficiency.

• Role: As the UX Lead, I was responsible for driving hundreds of enhancements, utilizing design thinking to create features that improved user experience and significantly increased dealer engagement.

• Team: I collaborated closely with developers, product managers, and Salesforce administrators, navigating complex technical constraints to deliver impactful solutions.

• Timeline: Over a span of 3.5 years, we implemented key features and enhancements that resulted in a steady increase in platform adoption.

2. The Challenge

• Problem Statement: Building a robust CRM on Salesforce presented unique challenges, such as limited developer resources, platform constraints, and the need to leverage existing out-of-the-box solutions. Our goal was to overcome these obstacles while delivering a seamless and user-friendly experience for 25,000 dealers.

• Constraints: Balancing technical limitations with the diverse needs of dealers required innovative design solutions and close collaboration with stakeholders.

3. Research & Discovery

• User Research: Through extensive interviews and surveys, we gained a deep understanding of dealer pain points and needs. This research informed every aspect of our design process, ensuring that each enhancement addressed real-world challenges.

• Competitive Analysis: By benchmarking against other CRM systems, we identified opportunities to differentiate 'The Link' and provide unique value to our dealers.

4. Ideation & Strategy

• Design Thinking: Applying design thinking allowed us to identify key opportunities for improvement, prototype solutions, and iterate based on user feedback. This process ensured that every feature was optimized for dealer success.

• Strategy: Our design strategy was closely aligned with Hunter Douglas's broader goals of increasing dealer engagement and driving platform adoption, leading to measurable business growth.

5. Design & Prototyping

• Voice of the Customer: This feedback loop allowed dealers to share real-time insights. Iterative testing ensured the feature was easy to use and effective in capturing valuable feedback.

• Newsroom: Designed to keep dealers informed, the Newsroom feature underwent multiple iterations to balance information accessibility with an engaging interface."

• Revised Shipping Experience and Notifications: We streamlined shipping notifications to improve transparency and reduce confusion. User testing helped refine the notification system for optimal clarity.

• Dealer Onboarding: A guided onboarding process was created to simplify the experience for new dealers. Iterations focused on reducing onboarding time while ensuring comprehensive training."

• Video Hub: The Video Hub centralized training materials, with iterative improvements to layout and search functionality based on dealer feedback.

• New Dealer Support Experience: This enhancement integrated a knowledge base and live chat, making support more accessible and efficient.

• Design System: We developed a scalable design system that maintained consistency across all features. Iterations ensured ease of use for future updates.

• Parts Ordering: The new parts ordering feature streamlined the process for dealers. Extensive testing ensured a user-friendly experience that increased order efficiency.

• Search Unify Implementation: Advanced search functionality improved information retrieval. User feedback guided refinements to search accuracy.

• Narvar Implementation: This feature enhanced order tracking, simplifying the user interface based on iterative feedback.

• Sales Dashboard: We created a customizable sales dashboard, with user testing helping to optimize the layout for quick insights.

• Hunter Douglas Installation Services Experience: This streamlined installation scheduling, with iterations ensuring the system aligned with dealer workflows.

• Windows to the World Sales Incentive Tracking Experience: We developed a tool for tracking sales incentives, refining the user experience to make tracking clear and motivating.

6. User Testing & Feedback

• Testing Process: We conducted multiple rounds of user testing with dealers, using a combination of remote and in-person sessions. This process allowed us to validate design decisions and make necessary adjustments.

• Insights & Iterations: Through testing, we learned that simplicity and speed were crucial for dealers. These insights drove us to streamline navigation and optimize key workflows.

7. Development & Collaboration

• Developer Collaboration: By working closely with developers, we ensured that our designs were technically feasible within Salesforce’s constraints. Regular communication and collaboration were essential to overcoming challenges."

• Challenges & Solutions: One significant challenge was integrating new features without disrupting existing workflows. We tackled this by implementing phased rollouts and providing comprehensive training."

8. Outcome & Impact

• Metrics & KPIs: The new and enhanced features resulted in a consistent 5% increase in platform adoption year over year for 3.5 years. This steady growth reflects the value that the improvements brought to dealers and the overall success of the project.

• User & Stakeholder Feedback: Dealers reported higher satisfaction and ease of use, while internal stakeholders recognized the increased efficiency and dealer engagement."

• Long-Term Impact: The success of these enhancements has established 'The Link' as a crucial tool for dealer engagement, setting the stage for future innovations and continuous improvement.

9. Reflection & Learnings

• Personal Learnings: This project reinforced the importance of iterative design and the value of continuous user feedback. Balancing user needs with technical constraints was a key learning experience."

• What Would You Do Differently?: Looking back, I would have prioritized earlier user involvement in the ideation process to ensure we were addressing all pain points from the start.

Outcome: The transformation of "The Link" has had a significant impact on dealer relationships and business success. The consistent 5% year-over-year increase in adoption over 3.5 years highlights the effectiveness of user-centered design in driving long-term value. By continuously iterating and refining the platform based on real user feedback, we not only enhanced the user experience but also strengthened the overall engagement and satisfaction of Hunter Douglas’s dealer network.

In addition to increasing adoption, these improvements significantly reduced reliance on customer service, leading to hundreds of thousands of dollars in savings for Hunter Douglas. This reduction in support costs, combined with higher dealer engagement, demonstrates the powerful business impact of aligning design with both user needs and company goals.

Looking ahead, the improvements made to "The Link" have established a strong foundation for future innovations, positioning the platform as a vital tool for dealers and an integral part of Hunter Douglas’s digital ecosystem. As we continue to evolve the platform, we remain committed to leveraging user insights to drive further enhancements, ensuring that "The Link" remains at the forefront of dealer support and engagement for years to come.

‍

‍

‍