Overview.
The Product
PACCAR is an enterprise trucking parts company with stores along the highways across the U.S. These stores are also small franchise businesses that offer a wide array of services and stock differing from store to store.
The Ask
After revamping PACCAR’s loyalty email CRM experience, our internal CRM team wanted to give a refresh to the loyalty deals landing page as well. As the entry point from the PACCAR CRM program, this page would be the first thing a user sees after clicking into the site.
Previously, the deals page showed email-specific deals and that’s it. The page did not allow users to see other deals, search, and it did not provide enough context on how to redeem these deals.
The original loyalty deals landing page experience
The Approach.
We found out that there was a quite a lot of constraints and not enough time to speak to them all. So, we decided to put together a design workshop and whiteboarding session where we could brainstorm with the CRM team and absorb all of their intimate knowledge about the project.
First, we needed to align with our CRM team and get more in-depth with the problem. We asked questions like: How do users redeem these deals? Are there any data and statistics? What are the constraints and scope we need to adhere to?
What Did We Learn?
1.
Existing Design System
We needed to adhere to PACCAR’s current design system and strategies. However we had some wiggle room to create two new, simple, components.
2.
Redemption In-person
These deals need to be redeemed in-person at your local dealer. PACCAR has no plans to change this as of now and users preferred it that way.
3.
Room For Improvement
This was a phase 1 update that needed to be launched relatively quickly. However we would continue to work on this and future state ideas are encouraged.
Research.
After getting a full idea of the ask, I wanted to do an audit and possibly some research. During the site audit I found that there was no integration between franchise websites and the overarching enterprise site.
Speaking to the Franchise
Franchise owners were sometimes not even aware of the deals that the enterprise was advertising. However, they did have fully built websites that showed the specific offer, services, and stock of their locations.
Speaking to the Enterprise
After speaking to the client-side stakeholders we found that integrating the digital ecosystem was something that they were very interested in, it had just been low-priority.
Solutions.
Integration
This started as a small update, but for it to be truly useful to the user we needed to create a level of integration between the enterprise website and the franchise sites. We started by creating a searchable (by name and location) database of the stores. This way users could search for stores near them. We also added useful information we you click in to each location such as hours, location, services provided, phone number, and a link to the franchise site.
Deals
For the deals themselves we added AI search, filters for deal type, and options to save deals as a pdf so they wouldn't have to find them again. We also added access to the loyalty deals page in a logged out state so truckers would have less friction while on the road
Wireframe Development.
Aside from new capabilities and features, I wanted to take the deals page to a new level of UX by just updating to improve readability, visual hierarchy, and overall usability.
Wireframes of the new experience
Final Designs.
Final deals added integration of franchise sites and information with a dealer locator, sorting, advanced filtering, AI search, and PDF download.
Wireframes of the new experience
End
Always Learning.
I always say my biggest strength in this craft is curiosity. I’m always either upskilling or just trying to learn something new with a new book, tool, or class. In any project I work on I bring a true curiosity and I can’t wait to see what rabbit hole I get to jump down next.
I’m always looking for my next project where I can solve real world problems. Let’s Connect!
PACCAR
Client
PACCAR Enterprise Team
My Role
Lead Product Designer
Industry
E-commerce
Overview.
The Product
PACCAR is an enterprise trucking parts company with stores along the highways across the U.S. These stores are also small franchise businesses that offer a wide array of services and stock differing from store to store.
The Ask
After revamping PACCAR’s loyalty email CRM experience, our internal CRM team wanted to give a refresh to the loyalty deals landing page as well. As the entry point from the PACCAR CRM program, this page would be the first thing a user sees after clicking into the site.
Previously, the deals page showed email-specific deals and that’s it. The page did not allow users to see other deals, search, and it did not provide enough context on how to redeem these deals.
The original loyalty deals landing page experience
The Approach.
First, we needed to align with our CRM team and get more in-depth with the problem. We asked questions like: How do users redeem these deals? Are there any data and statistics? What are the constraints and scope we need to adhere to?
We found out that there was a quite a lot of constraints and not enough time to speak to them all. So, we decided to put together a design workshop and whiteboarding session where we could brainstorm with the CRM team and absorb all of their intimate knowledge about the project.
What Did We Learn?
1.
Existing Design System
We needed to adhere to PACCAR’s current design system and strategies. However we had some wiggle room to create two new, simple, components.
2.
Redemption In-person
These deals need to be redeemed in-person at your local dealer. PACCAR has no plans to change this as of now and users preferred it that way.
3.
Room For Improvement
This was a phase 1 update that needed to be launched relatively quickly. However we would continue to work on this and future state ideas are encouraged.
Research.
After getting a full idea of the ask, I wanted to do an audit and possibly some research. During the site audit I found that there was no integration between franchise websites and the overarching enterprise site.
Speaking to the Enterprise
After speaking to the client-side stakeholders we found that integrating the digital ecosystem was something that they were very interested in, it had just been low-priority.
Speaking to the Franchise
Franchise owners were sometimes not even aware of the deals that the enterprise was advertising. However, they did have fully built websites that showed the specific offer, services, and stock of their locations.
Speaking to the Franchise
Franchise owners were sometimes not even aware of the deals that the enterprise was advertising. However, they did have fully built websites that showed the specific offer, services, and stock of their locations.
Solutions.
Integration
This started as a small update, but for it to be truly useful to the user we needed to create a level of integration between the enterprise website and the franchise sites. We started by creating a searchable (by name and location) database of the stores. This way users could search for stores near them. We also added useful information we you click in to each location such as hours, location, services provided, phone number, and a link to the franchise site.
Deals
For the deals themselves we added AI search, filters for deal type, and options to save deals as a pdf so they wouldn't have to find them again. We also added access to the loyalty deals page in a logged out state so truckers would have less friction while on the road
Wireframe Development.
Aside from new capabilities and features, I wanted to take the deals page to a new level of UX by just updating to improve readability, visual hierarchy, and overall usability.
Wireframes of the new experience
Final Designs.
Final deals added integration of franchise sites and information with a dealer locator, sorting, advanced filtering, AI search, and PDF download.
High fidelity wireframes of the new experience
End
Always Learning.
I always say my biggest strength in this craft is curiosity. I’m always either upskilling or just trying to learn something new with a new book, tool, or class. In any project I work on I bring a true curiosity and I can’t wait to see what rabbit hole I get to jump down next.
I’m always looking for my next project where I can solve real world problems. Let’s Connect!
PACCAR
Client
PACCAR Enterprise Team
My Role
Lead Product Designer
Industry
Enterprise E-commerce
PACCAR
Client
PACCAR Enterprise Team
My Role
Lead Product Designer
Industry
Enterprise E-commerce