We started by spending time with retailers to observe and interrogate the current experience. We interviewed sales associates, floor managers and general managers. At the same time, we spoke to customers that had recently purchased a new Volvo to understand their frustrations and needs.
My responsibility was to lead the team in the overall product vision and define the user experience for both retailers and customers.
In the end, we created an experience that was iterated upon and tested repeatedly with customers and retailers – putting them in the center of the process and letting them define what’s important to them.