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Cox Auto
TEAM
1 UX Lead (Me)
3 UX Designers
1 UI Designer
3 UX Researchers
5 Product Managers
40 Developers
THEMES
E-commerce
Cross-platform
Design Sprint
AI, Machine Learning
UI, UX, UXR,
Outcomes
▲ to 93% Market Share
▲ $12.8M Revenue
▲ 40% Engagement
▼ 80% Task time
Overview
Abstract
As UX Lead at Cox Automotive, I spearheaded the revitalization of the Central Dispatch platform, increasing it’s market share from 78% to 93%. Additionally, these changes boosted user engagement by 40%, reduced task completion time by 80%, improved Net Promoter Score by +2, and increased revenue by $12.8 million.
The Challenge
Central Dispatch, Cox Automotive's pivotal platform, grappled with a 11% market share slump as product stagnation spanned five years. New competitors were emerging and taking their users. It was clear that change was necessary. The original platform I inherited is pictured below:
The Approach
Methodology
Our approach focused on identifying the core value that would get CD users to switch back to our platforms. Instead of focusing solely on the features offered by others we needed to discover a value proposition unique to Cox that resonated with our users and improved our offering. This led to thorough user research, design thinking workshops, and facilitating insights from executive leadership. This enabled us to understand our users, identify market gaps, and uncover opportunities for innovation.
My Role:
As the portfolio head for Cox Automotive's Central Dispatch platform, I developed strategies to motivate and guide the team. This included defining clear goals, setting timelines, and facilitating business requirements. Part of my leadership role involved clearly defining each team member's role and responsibilities, as well as providing them the autonomy and accountability to effectively carry out those roles. I also prioritized consulting with and seriously considering our developers' and other department’s input, fostering a collaborative environment where every voice and expert opinion was valued.
To streamline workflows, I implemented Agile methodologies, introduced project management tools for better task tracking, and standardized open communication leading to increased collaboration. I also identified and filled critical gaps in our product and research teams by recruiting specialized roles and offering targeted training. These efforts culminated in a 60% increase in Software Development Life Cycle (SDLC) speed, significantly boosting our project's efficiency and productivity.
Solutions
Deals
Our user research uncovered a significant pain point for both parties involved in the transport deals. Those with cars to transport were overwhelmed with incessant phone calls, while those seeking to transport cars faced difficulty in getting through due to the high call volume. This inefficiency created a frustrating experience for both parties. To address this, we implemented a feature that allowed for negotiating transport deals and processing payments directly on the platform, reducing the reliance on phone calls and streamlining the transaction process.
Merger
We merged One Dispatch, predominantly used by auction house users, into Central Dispatch. Our focus on streamlining user experience and consolidating our technical expenses informed this strategic move, which we identified during consultations with executive leadership. This merger significantly improved user satisfaction by eliminating the inconvenience and time-consuming process of navigating both platforms. The consolidation of the two platforms resulted in a streamlined, efficient, and user-friendly experience, thereby enhancing overall user satisfaction.
Search
Lastly, we completely overhauled the way users search for cars to transport. Originally, the search was a standalone page with 176 filters. After evaluating user feedback and conducting design thinking workshops, we integrated the search function into the results page with just 30 filters, maintaining the full functionality of the original 176 filters. Additionally, we introduced saved and recent search functionality, as well as suggested search based on users' activity, to personalize and streamline the search experience.
Results
Revenue + Market Share
Central Dispatch's market share surged to 93% in one year, after slumping down to 78% over the previous 5 years. This was a result of revamping the user experience and introducing features that directly addressed user needs and pain points. These changes also increased our revenue by $12.8 million.
Usability
By streamlining transactions and enhancing the platform's intuitiveness, we boosted user engagement by 40%. Additionally, our improved search functionality made navigating loads more efficient, reducing task completion time by 80%.
NPS
Central Dispatch's Net Promoter Score increased by 2, serving as a clear reflection of the positive sentiment and enhanced satisfaction of our users towards the platform's improvements and new features.
