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K2 functionalities analysis:Dealer Locator, Test Drive, Stock Cars

Poznań, 5 lutego 2014 r.

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Agenda / Functionalities to analyze

1. Dealer Locator str. 03

2. Test Drive Form str. 08

3. Stock Cars str. 15

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Dealer Locator

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User experience developements:• Possibility to find dealer located near to your city.

» Right now, even if search window suggests user to type in city where he would like to visit a SKODA dealer or service partner, search results don’t include every dealer nearby the city, if name of searched city isn’t a part of dealer’s name.

• Reduction of opening hours list.» There is no need to list opening hours for every day in week. It would be

sufficient if only three intervals were displayed:• Mon – Fri• Sat• Sun

• Adding possibility to display contact data for certain dealer departments (e.g. spare parts department)» This need was reported to us by dealers many times. Aditional contact data

could be displayed in place gained by making opening hours section smaller

Agenda / Dealer Locator – Look and Feel and Features

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K2 environment developments :• Adding new dealer via cms module

» Right now, to add new dealer, we need to put them in specially structured xml file. It’s upload to cms often doesn’t work properly. It would be much easier to add new dealers via module available directly in K2.

• Better connection between Dealer Locator and Dealers Administration» Updates made in Dealer Administration should be visible in Dealer Locator

right away after their publication. It concerns especially contact data, opening hours and localization hints (e.g. GPS coordinates). Right now it takes a lot of time before these data migrate from Dealer Administration to Dealer Locator.

• Possibility to manually change parent branch for multibranch dealerships» Checkbox which should allow K2 user to do this actually already exists in

Dealer Administration but it doesn’t work. It would be great if it could be activated.

Agenda / Dealer Locator – Administration section

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K2 environment developments :• Adding a new branch for already existing multibranch dealership

» Eeven if added properly by xml file, new dealers can’t be set as new branch of already existing multibranch dealership. This functionality never works without czech help desk intervention.

Agenda / Dealer Locator – Administration section

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Other developments :• Possibility to create custom dealers/service partners maps

» Often there is a need to create a map which would show all authorized SKODA partners who offer for example: LPG instalations assembly, service fleet program, after accident repairs center or other services.

» The same situation concerns maps grouping partners who participate in importer’s marketing actions and promotions.

» We need a solution which will let us add custom actions (e.g. availability of LPG instalation) in administration environment, and then create custom maps which will show only actions picked manually by K2 user.

» Maps created that way should be constructed as a Dealer Locator module - with possibility to search for dealers and/or service partners – so they could be used anywhere on importers page if needed.

Agenda / Dealer Locator – Other/ Local requirements

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Test Drive Form

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User experience development (conclusions from about a year long research on www.skoda-auto.pl – see also separate presentation attached):

• Number of fields to be filled out – the fewer, the better.

• The fewer steps in a multi-step form – the better.» Right now there are only two types of forms used by polish SKODA: two-stepped form (e.g. current Test Drive

Form) and one-step form (e.g. forms placed on campaign microsites as: www.czasnacosnowego.pl)

• Form simplicity and readability – simple language, precise and concise information on what each field represents.

• Intentions when filling out a form – it has to be clear for a user what is the goal of the personal details acquisition.

• The importance of an appropriate order of content and fields in a form so that it doesn't sound like an interrogation: "name", surname", "email address", "phone numer"; it should be rather a friendly question: "How can we help you?", "What are you looking for?", "What kind of offer are you interested in"?

Conclusions listed above lead us to creating a Test Drive Form we’re using right now:http://www.skoda-auto.pl/jazda-probna/jazda-probna

Agenda / Test Drive Form – Look and Feel and Features

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User experience development, cont.:• Forms we use right now, are the most likely to collect up to four types of data:

» Name» Telephone number» E-mail adress» Chosen SKODA model

• K2 has to offer possibility to add more fields than those four listed above and to hide some of them (e.g. newsletters subscription often requires only e-mail adress)

• Apart from Test Drive Form, there are forms currently runing, which goals are e.g.:» A model offer subscription» A model information subscription (subscription of thematic newsletters)» An offer subscription» A service partner visit subscription (with possibility to chose needed service)» A newsletter subscription» And others.

Agenda / Test Drive Form – Look and Feel and Features

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K2 development:• K2 has to offer possibility to manage manually a list of models available in

test drive.

• K2 has to offer possibility to add custom java scripts. For example, right now we have remarketing script integrated with our Test Drive Form.

• K2 has to offer possibility to add custom promo offer informations, like e.g. graphic emphasis of new models available for test drive.

Agenda / Test Drive Form – Administration section

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K2 development, cont.:• All forms used on www.skoda-auto.pl right now (Test Drive Form included)

are integrated with ODS system. Integration is preceeded according to strict rules of data collecting. ODS system is responsible for keeping customers personal data in order, separating them into data bases and exporting them to call center along with pointing goal of required contact.

• K2 must offer possibility to integrate all data from records acquired by Test Drive Form (and other forms) with polish ODS system.

• K2 also must offer a possibility to pair UTM parameters describing the source of filled form record with personal data in this record and sending them both to ODS system. It is important in order to analyse traffic on form.

Agenda / Test Drive Form – Administration section

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Data processing agreement clauses:

• Very important thing on polish market are law agreements which are standard law statements placed under form content. There are three required in polish law agreements, which every SKODA form we’re using right now has:» Agreement for using personal data collected in form by this form

administrator in order to fulfil goals of the form - OPTIONAL» Agreemet for sending marketing informations to e-mail adress or telephone

number filled in form – OPTIONAL» Statement about data administration which contains information about form

administrator, goal of form and also about laws which user has to his personal data filled in form. – OBLIGATORY INFORMATION

Agenda / Test Drive Form – Other/ Local requirements

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Data processing agreement clauses, cont.:

• If agreement is described as OPTIONAL, it means that user doesn’t have to mark checkbox next to it in order to send form. It also means that in default view of the form checkbox placed next to such agreement can’t be already marked – user has a right to decide whether he lets form administrator to use his personal data or not.

• If agreement is described as OBLIGATORY*, it means that in order to send form, user must mark checkbox placed next to it. It also means that in default form view it can’t be already marked. Only when user tries to send form without marked such agreement’s checkbox first, he should see an information that this form can’t be send without marking this agreement’s checkbox.

• If agreement is marked as OBLIGATORY INFORMATION, it means it’s just an obligatory sentence, which user must see on form while filling it in. There is no need to pair such an agreement with any checkbox.

*Right now no SKODA form uses OBLIGATORY agreement but ofcourse it can change anytime, so K2 must offer a possibility to add such agreement to any form.

Agenda / Test Drive Form – Other/ Local requirements

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Stock Cars

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As we are not yet using Stock Cars – we are in preparing fase – here’s some hints connected with Stock Cars Administration:

• Fixing „cars with errors” records» There are several errors which can stop a record from being stored as proper „car” record,

e.g. missing picture, motor or color group. While preparing Stock Cars to be published, we had to deal with all of them and there were many problems on our way:• Adding picture by pasting it’s URL adress – didn’t work, so we had to chose each picture using file

manager (which takes a lot of time)• Adding motor by clicking on „Unknown” hypertext – almost impossible due to several types of

errors.

• More transparent Stock Cars Administration layout» Functionalities like adding colour group for example are hidden from users sight. It would be

nice if Stock Cars Administration looked more transparent. That would certainly make working with it faster and more efficient.

• Step by step Stock Cars Admnistration manual» There are a lot of things user must remember about while managing stock cars and as

mentioned above, not all of them are easy to find. It is very important to create step by step manual, which would describe every option available in Stock Cars Administration and consequences of using it.

Agenda / Stock Cars – Administration section

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• Removing „cars for deletion” records» If records marked as „car for deletion” are mostly referring to cars already sold by dealers,

there should be an option available in K2’s Stock Cars Administration, which would let us actually delete those records. Right now it doesn’t exist.

• Sorting data in „Filters Administration”» It would be much easier to find wanted record in „Filter Adminitration” (e.g. certain

motor) if those records were stored in some order.

• Duplicated records in „Filter Admnistration”» If in Motors „Filter Administration” exist 3 engines 1.4 TSI 90 kW 6-stup. mech. , assigned

to same code, model code, model year and so on, how can user know which one is used in Stock Cars „Cars” records and actually – why there are three of those? It would be easier to keep order in „Filters Administration” if there weren’t any duplicated records there or if it would be possible to distinguish one from another by simply looking on the list.

• Obligatory fields in „Car” record (also „motor” record and others)» As many fields as possible should stay non obligatory while filling in data to create a record

in Stock Cars Administration (no matter if it is a „car” record or „motor” record or any other). Things as – for example energy class – aren’t communicated on polish market.

Agenda / Stock Cars – Administration section

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• Call To Action buttons in stock car detail view» CTA for Stock Cars detail record view should be manageable manually. Button

leading to page of dealer who's car is shown on the detail stock cars page is always OK (and so is Print button), but some dealers would like to use CTA to promote e.g. special offer related to displayed car or invite customer to visit their own used cars search page. It would be useful for them to have an influence on properties of displayed CTA buttons.

• „Book a test drive” CTA buton in stock cars detail view» If this CTA button will lead to some K2 test drive fixed form it is necessary to

remember that this form must fulfil requirements described in previous slides about Test Drive Form.

Agenda / Stock Cars – Other/ Local requirements

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Thank you for your attention!