Beyond One Price
Overview
Beyond One Price is an automotive consultancy helping dealerships "go beyond one price". I was approached by them in 2017 to explore creating a dealership management system (DMS), enabling dealers to provide customers a modernized digital shopping experience, while providing staff tools to make car buying fun and enjoyable.
Role
- Prototyping
- UI / UX Design
- Full-Stack Engineering
Discovery
I started the effort by getting an inside look at how dealerships operate. Beyond One Price's founder, Cindy Reynolds, was a GM at a dealership in Oklahoma. I interviewed her to understand what it was dealerships were doing well, and how the DMS might enable them to do better. I researched existing DMS platforms and used this information to inform my decision making.
Defining
Cindy and I reached out to multiple dealerships and automotive consulting groups to ensure we were not building "yet another DMS", but something genuinely impactful and unique to what dealerships are used to seeing. Utilizing low-fi wireframes and interviews with potential users, I identified a set of crucial features the app must have to differentiate the product and provide immense value to both dealers, staff, and car buyers. These wireframes became the high-fidelity prototype you can see mocked up in the slide deck below.
Developing
With decisions validated by real people, I proceeded to build out an MVP, using WordPress as the framework for building the administrative tooling, the staff product, and the consumer-facing website product.
Delivering
I deployed the MVP to a demo environment to share with Beyond One Price leadership and their potential customers. The product, while not in a production environment, is used to demonstrate what better tooling for dealerships could look like, and is used to initiate conversations with dealers looking to offer more than "simple pricing" and "no-haggle" car buying.