Annie Au

Rodo’s Marketplace requires inventory from Dealers to be available. Dealership users had to manage inventory, pricing and other information across a series of disconnect pages. To continue adding and demonstrating value to our partners, the team wanted to improve the experience. After a thorough review of the existing functionality, we decided to do a complete redesign of the dealership portal.

Dealers needed a way to view their key information including dealership details, inventory and orders.

I was the lead Designer for Rodo. Before this project I was primarily focused on the Consumer side of the product, so this was my first project on the B2B side.

After the dealer logs in, they were taken directly to their inventory page. This page failed to show the value of Rodo and didn’t provide actionable information. Since we were a lean team, I had to find a balance between the redesign in terms of styling versus adding in new functionality and information.

I decided to create a dashboard that would summarize key information including showing: the active orders, showing dealers’ performance relative to competitors and market, and how to manage their pricing. In addition, Rodo could market new features and show a log of their user activity.

Our initial research confirmed that the sales managers have varying screen resolutions and the existing navigation menu was being cut off. So, I also wanted to restructure the existing navigation menu into a menu panel on the left side of the screen.

By mainly updating the UI, this epic became a low-lift, high reward for the team.

The new dashboard showcases the sales performance, active inventory, status of active/past orders, and urgent items that require action. This page also shows the redesigned navigation, which ensures the primary pages are at the top of the menu for quick access.

Dealerships often have many sales in flight and need to quickly find certain vehicles/sales within these tabs.

So I focused on improving the filtering experience. I updated the filter copy and introduced placeholders to clearly explain which data points they apply to.

Through my initial research interviews, the dealership profile was the least used page on the platform. Dealers create their profile as part of onboarding, and then rarely returned to this page.

I wanted to make sure this page was providing value. Dealerships had add-on services and bundles that they could off with their cars. This page became a good opportunity to reinforce Dealerships to upsell through add-ons.

This was my first project with the Dealership customer, since I had primarily been focused on the Shopper. Although we were moving quickly for this project, I was still able to take the time and conduct user interviews with both internal and external users and make major improvements in the usability of the dealership portal.

Due to limited resources, I’ve learned that even slight UI improvements can make a big difference and improve the user efficiency. I believe through this project, I was able to show the team that maintaining the right balance is important.