Phil Keiken
CLICK ARROWS TO THE RIGHT FOR PORTFOLIO
DRIVING DEALER MARKETING
Supporting over 4,000 independent dealers across the U.S. & Canada to cultivate a multi-channel marketing strategy.
The interaction and interface solution consisted of the design of a Business-to-Dealer Retail Marketing Support Portal. The solution enabled dealers to access and utilize corporate-branded marketing materials ranging from brochures and commercial templates to environmental signage and showroom displays. The dealers could shop for 'shrink-wrapped' products or utilize 'do-it-yourself' tools to build and customize private-labeled materials for their dealership.
To ensure success, a model for disseminating information was designed highlighting upcoming campaigns and marketing programs to increase dealer participation. Utilizing personas and usage scenarios as a guide for designing a user-centered solution, interaction artifacts were crafted such as navigational maps, feature & function relationships, annotated wireframes, visual concepts and a style guide.
01. RECOMMENDATION
1. Perform 'day-in-the-life' research to understand people and processes
2. Uncover the 'Why' & improve the feature and function relationship modelv
3. Redesign the search, ordering and shopping experience
02. Results
1. Conducted design research and identified the 'who' and 'why' to deliver insights
2. Created a simplified content taxonomy and category structure
3. Crafted the interaction design and visual design model improving usability and extending the brand
4. Delivered a comprehensive, unified marketing portal to support the dealer channel