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THUNK Case Study: Autosoft

Transforming a Car Dealership Underdog into an Automotive Industry Powerhouse

THUNK successfully redesigned Autosoft’s software product, mobile companion applications, and their marketing website. From October 2015 to June 2016, we put approximately 600 product design hours into this massive effort that transformed their legacy software product into a SaaS product – but more importantly, it has given the salespeople a solution they can confidently sell, the customer service team a service they’re proud to support, and the product team is now able to be more innovative.

How did Autosoft find THUNK?

The CEO, Bryce Veon, found James Tucker because of the work he did at Xtime as the Director of User Experience. He originally wanted James to give feedback on the designs they did in-house, but immediately decided it was worth having James and his team work on Autosoft.

What was their business problem?

They could not find product designers in rural Pennsylvania and growing a company with a product and website that was outdated was not making things any easier. Autosoft needed to transform themselves so they can grow as a company and also become leaders in the DMS marketplace.

How did this get started?

We were given a demo of their existing legacy product and some screenshots of designs they were working on to see if there was anything useful. Our mission was to make sure the problems they are trying to solve are fixed in any way possible, so if there were designs done, then we wanted to see what workflow problems they solved. Often, these designs can be quickly converted into a rapid prototype for early user testing.

What did the product look like?

Here are screenshots of the legacy product and the comps they did in-house.

What were the biggest challenges?

As many UX teams may start a project as a redesign or research endeavor, we often adopt the same business and internal challenges as the project leaders, founders, and executive teams. If creative partners do not understand these worries, they can’t really do their job.

The main Dealer Management System (DMS) companies were now owned by major conglomerates but Autosoft is privately owned and operated. Half the founders said it’s fine the way it is and the other half wanted to create a cloud-based version. They had to justify the cost and make a business case for change. Sales are predictable and if they change it and it fails, then they lose the investment to build the product and theylose customers.

Convincing the teams that we would make it better than it is now and that this improvement would make them more money was all it took. THUNK created detailed prototypes that would validate that this new workflow is better, while also reducing the risk of new features being added. We focused on creating clickable prototypes so that the internal stakeholders and dealerships can give feedback throughout the product design process.

How did THUNK do all this work so fast?

THUNK suggested to present work twice a week so everybody can be comfortable with the radical changes to the product. The cadence of work allowed for fast approvals and rapid design phases.

What did THUNK learn from the Autosoft project?

This project really gave us the confidence to let other companies know we can do this for them.

How much better is Autosoft after THUNK?

They were always a great company with talented people, and now they have a product that supports their mission and that they can build an incredible brand behind.

What are the results of THUNK’s efforts?

This data is undisclosed, but if it’s any indication of their success, they have hired and expanded their offices to handle the sales, customer support, and engineering teams. They have done an amazing job following their mission and it was great working with everyone there.

Their new design gave them a lot of confidence to make some bigger waves at the NADA conference and flex their muscles in an area where the DMS booths are not exciting. Autosoft had a lot of buzz at the 2017 NADA. This is what good UX and product strategy can do for a company.

Autosoft is a big win for THUNK, and we wish them much success in the future.

Ready? So are we. Send us an email, or fill out the form below.

 

(415) 641-5005

info@thunkinc.com

THUNK validates business ideas through awesome designs and users insights. We are an award-winning UX consultancy located in San Francisco and work with clients around the world. Our goal is to help your business grow, thrive, and succeed.

Your KPI’s are our KPI’s.

Services offered:
• Market Research
• Audience Insights
• Analytics
• Prototyping
• User Testing
• Customer Interviews

• Website Development
• Mobile App Design
• Visual Design
• Branding
• Marketing
• Email Marketing Templates
• Video Production

(415) 641-5005

info@thunkinc.com

THUNK validates business ideas through awesome designs and users insights. We are an award-winning UX consultancy located in San Francisco and work with clients around the world. Our goal is to help your business grow, thrive, and succeed.

Your KPI’s are our KPI’s.

Services offered:
• Market Research
• Audience Insights
• Analytics
• Prototyping
• User Testing
• Customer Interviews
• Website Development
• Mobile App Design
• Visual Design
• Branding
• Marketing
• Email Marketing Templates
• Video Production