Camping World App
Using every skill under the UX umbrella to bring a conceptual sales app to life for Camping World.
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Camping World was ahead of the game.
The RV enthusiast outlet Camping World is a forward-thinking company. I worked on the IT team as a lead UX designer and was asked to help define and design a Salesforce and AI-backed mobile app for internal the sales team.
Sales Associates needed support.
The RV Sales team across the country used Salesforce to manage, track and log all sales activity. While the CRM is an incredible tool in many respects, it slowed down the staff who had to wade through a lot of screens and customer information to complete basic sales tasks.
Communication. Tools. Data. Products. One App.
The idea was to take the Salesforce data and AI-infused functionality and simplify it into a simple, modern app. It would allow Sales Associates to track sales numbers, RV inventory and communications with customers.
A full stack of UX fun.
My role on this project was UX Lead. As a UX team of one I was the researcher, designer and managed a lot of stakeholder conversations.
Wireframes, Prototypes, Design system, User research
UX strategy, team LEAD, interaction design
Your Vision, Our Expertise
Paying Sales Associates a visit.
I was able to round up numerous in-person interviews at various Camping World and Gander RV locations around the country. After the interviews I learned an absolute ton about the good and bad aspects of Salesforce and how it impacted users.
Camping World sent me to 6 RV Dealership Locations to conduct user research. From conversations with 16 Sales Associates and 4 Managers the UX team began to understand the main pain points and themes that users were experiencing day-to-day using Salesforce.
How did Sales keep track of all RV and customer information? Old school notepads and rolodexes. They felt it was much easier than needing to input everything into Salesforce manually.
After traveling the country and learning from employees I wrote a report with 50 findings and 20 designs indicating how to could approach solutioning for the Sales Associate's issues.
Summary of Findings
During research, the Sales team was clear that they would not adopt Salesforce as-is. The Information, which was powered with AI and machine-learning was not optimized for their consumption. Gradually, the Sales team revolted against Salesforce overall.
Confusing interface, time consuming, findability issues and snchronization issues.
In research, I learned that Salesforce was not optimized for Sales Associates. They were clear that digging for and adding Customer information was a timesuck and they often were unclear how to follow up.
In research, I learned that Salesforce was a great CRM for trained users, but it was very challenging for a busy and uninterested Sales team.
In research, I learned that there are too many different types of Salesforce 'objects' and this made searching difficult due to duplicate information and information types.
In research, I learned that users did not trust the system because it would never be 'in-sync' with the backend system. As a result, they did not trust the data and felt their pen and paper was more effective.
Design
The design strategy was to streamline Salesforce. The reality is that there is an enormous amount of great RV and Customer data, which when used properly - would make Camping World and the Sales team a lot of money. The plan was to learn the processes and build an app on the back of all those processes and remove some of the legwork that Sales needed to do. I started with quick and easy concepts at a low fidelity and built up from there.
Complexity into simplicity. The benefits of Salesforce in a usable package.
After the research and analysis I knew that we needed to simplify the entire Salesforce experience. To do this, I needed to streamline the interface while still using the valuable data from the CRM. The design solutions below were designed and mapped from multiple 'Objects' in Salesforce and simplified into a modern interface.
RV Detail Page
Salesforce is a powerful CRM but lacks a traditional 'eCommerce' experience. The RV Detail page was designed to reinforce the benefits of each make and model so the Sales Associate could easily explore and educate themselves.
Homescreen Dashboard
Since all information in Salesforce was fragmented the approach was to consolidate it into holistic and usable information. This was true for Sales Data, RV Information and Customer Messages. Presentation was key and displaying relevant information up front spoke to Sales Associates.
Showroom Page
The all-important page to show new and potential customers new RV models. This was designed from the ground up to pull in Salesforce data and display it in an easy to use format. The RVs could be easily sent to customers to entice them.
Chat Functionality
Good communication is imperative to Sales Associates. A highlight feature for them was built-in chat functionality. This allowed them to keep up chats, emails and texts with customers at a moments notice. This was a flagship feature that reinforced their way of managing customer interactions with modern technology.
Boosting Efficiencies
Measurable results and figures accomplished what I set out to do: make Sales Associates' lives easier. Below are a few examples of efficiencies that were created as a result of the new Camping World app.
22% Average increase in Sales Associates communications with customers
26% Percentage increase in RVs shared with customers.
2 Hours time saved per day inputting information in Salesforce.
11% Average increase sales per Associate during the app pilot process.
