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CDK Global

Enhancing CDK's DMS and CRM Design with Customer Insights.

Overview

To examine customer perceptions of dealership actions in the car buying process, analyzing how these perceptions affect satisfaction and loyalty. We aim to derive valuable insights to inform the improvement of CDK's DMS and CRM designs for more customer-centric dealership operations.

Process

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Planning

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Data Collection

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Analysis

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Insights

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Recommendations

Role

User Research​

Product Strategy

Tools

Figma

FigJam

Zoom

OtterAI

Product

Research report

Timeline

2 months

Research Questions

  1. How do customers perceive and respond to different dealership actions and behaviors when making a purchasing decision?

  2. To what extent do customers prioritize dealership behaviors compared to other factors such as price, brand reputation, or product features when making a purchasing decision?

Business Challenges

  • Understanding Customers' Perspectives​

  • Identifying Pain Points

  • Enhancing the Car Buying Process

  • Competition and Retention

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Demographics

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Persona and User Journey

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Research and Discovery

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Features & Functionalities

To resolve user needs

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Real-time updates on vehicle

inventory for customers on available

car models and configurations.

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Leveraging customer insights ensures marketing messages resonate with the target audience

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System to ensure communication aligns with customers' preferences.

Opportunities

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