In mid-March Mojo Motors released a new version of what we call our dealer dashboard. The dashboard is where our dealer partners can login to see activity on their cars, everything from the number of ‘Follows’ on their inventory, to what cars and links people are clicking.
The car industry is changing and so are the ways dealers find new customers. It’s about engagement and awareness, not leads. This is something that was echoed at NADA this year by Pat Ryan Jr. and David Kain. You can read about that here.
Mojo is apart of this change because we do not charge dealers for each car shopper that we send them (that is called a lead in the industry). Instead, we measure how much engagement each of their cars get on the website.
Mojo defines engagement to include things like:
- Vehicle detail page views
- ‘Follows’ of vehicles (unique to Mojo – no one else is doing this!)
- Discount Vouchers printed
- CarFax reports viewed
- View map/get directions clicks
Why did we build a new version? Two reasons really.
#1 – We wanted to make things accessible and professional looking for our dealers, just like we have for our members. The old version, which you can see below, was ugly and frankly not up to the same level as our website. It had most of the information needed, but our dealer partners really had to dig around to get to it. We included new features like the ability to export reports to PDF or Excel making it useful for them to cross-reference their own CMS and understand which customers Mojo is sending to their showroom.
#2 – Our dealer contacts are busy guys and gals and what we found was that it is easiest for them to get updates pushed to them via email. They read these emails on their phones about 40% of the time. Therefore we made the new dashboard and the emails that we send out “responsive” just like our website. In other words, our emails adapt to the screen size that the viewer is using, making them just as easy to read on an iPhone as the fancy monitor sitting on their desk.
When designing and building something like a new dealer dashboard, we use a process called Product Discovery. It involves sitting down and really defining what problem we are trying to solve. For further reading about Product Discovery, we’re big fans of this article by Marty Cagan.
We also look outside our industry for inspiration. In this case, we looked at other inspirational ‘dashboards’ like Mint.com, Bank of America and FitBit. We then build prototypes that we share with our users (in this case contacts at the dealership) to get their feedback on usefulness and usability. Once we are sure that we have nailed the design, our tech team takes over to build the real thing. This whole process took us about 60 days from start to finish for our new dealer dashboard.
Written by Kerily McEvoy