CASE STUDY 2
Vendor Services & Capabilities
Service vendors and their associated locations can define their
Services & Capabilities
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Background & Strategic GOALS
In optimizing the national vendor network strategy through the "Vendor Management Platform", with an aim to streamline and enhance the vendor selection process. By consolidating the extensive list of national vendors into a refined set of approximately 300 to 350 companies, including those from the third-party "Company 2" provided data list and the currently onboarded vendors, seeks to establish a more manageable and unique list. This entails onboarding 38 companies from the existing data and integrating them into the system, thus creating a standardized set of companies. Following this, plans also include to associate these companies with their associated or respective locations in bulk, ensuring efficiency even through an automated or manual process.
As part of this optimization, introduction of a system based visibility flag to distinguish companies that should be considered in the vendor selection process. This flag will be applied at both the company and their associated location levels, which offers the flexibility in managing visibility. This streamlined list, enriched with associated capabilities, will then be integrated into the "Fleet Management Platform". When engaging with work orders or vendor selection processes, users will only interact with those vendors marked as visible, promoting a more focused, efficient workflow and enhanced user experience for the end users.
Services & Capabilities: (Implementation for the Vendor Management Platform)
- The Capabilities section to include
- Asset Type
- Fuel Type
- Location
- Amenities
- The Services section includes
- Vehicle Repair
- Equipment Repair
- Vehicle Maintenance
- Tires
- Mobile Services
- Additional Services
- Inspections
- Glass
- Collision
Systems & Dependencies:
- Vendor Management Platform >> The platform is used to Onboard Vendors, their associated locations in an automated bulk or manual process.
- Fleet Management Platform >> The platform is used to manage Vehicle fleets and Work Order management.
STRATEGY
Product Vision Statement:
The vision is to revolutionize the "Vendor Management Platform" landscape by enhancing user experience with the new innovative Services & Capabilities feature. This feature introduces key elements such as Class Type, Fuel Type, Location, Amenities, OEMs, and Services offered at the National Vendor or (Parent Company levels). We aim to create a dedicated Services & Capabilities page for each onboarding national vendor, offering a unique and engaging user experience tailored to the needs of business users at the vendor level.
A critical aspect of this transformation is the implementation of the 'Sync Functionality'. This innovative tool enables the Location Level Shops or (Associated Vendor Shops) to align their services and capabilities with their associated national vendor or parent company. Conversely, the 'Un-sync Functionality' provides these shops the flexibility to independently define their services and capabilities, allowing them to cater specifically to their customer's needs or available service offers.
By streamlining Services & Capabilities at the National Vendor level and seamlessly transferring this data to the associated location level shops, the main goal is to enhance the vendor onboarding process, improve user experience and usability within the "Vendor Management Platform", optimize work order management, and facilitate vendor discovery within the "Fleet Management Platform". This comprehensive approach is designed to deliver a more efficient, user-friendly, and adaptable platform, ultimately benefiting our vendor partners and their end-users.
Problem Statement:
Addressing the challenge of improving the user experience for both new and existing vendors interacting within the "Vendor Management Platform", specifically regarding the navigation and utilization of the complex and extensive service catalog, which currently includes over 4,100 service options. This complexity presents a significant barrier, making it difficult for vendors to efficiently discover and select services relevant to their needs. Additionally, the aim to enhance the vendor discovery by making it easier for users to find and engage with providers capable of performing specific vehicle-related services. The evolution of the service provider network, particularly through the integration of market capabilities, has revealed new use cases and necessitates a fresh approach to how the domain is modeled. The upcoming enhancements will focus on improving user experiences in several key areas: National Vendor Level & Associated Location Level capabilities, work orders, vendor discovery, and routing & flag protocols. This initiative will also introduce automation in vendor selection processes, allowing for more streamlined decision-making based on simpler criteria or protocols.
Customer Segment:
1. Business Account Lead - National Vendor in the Auto Workshop Industry
Demographics:
- Age: Typically 30 - 55 years
- Gender: Predominantly male, but increasingly diverse
- Education Level: Varied, from high school diplomas to college degrees in business or automotive technology
- Geographical Location: Nationwide, with a presence in urban, suburban, and rural areas
- Professional Background: Experience in automotive repair, management, and operations
Behavioral Traits:
- Tech-Savvy: Comfortable with using technology for business operations
- Detail-Oriented: Focused on the quality and precision of auto parts and services
- Cost-Conscious: Always looking for cost-effective solutions and efficiencies
- Relationship-Focused: Values long-term relationships with suppliers and customers
Needs and Preferences:
- High-Quality Auto Parts: Reliable and durable components
- Efficient Supply Chain: Fast and reliable delivery of parts
- Competitive Pricing: Affordable prices without compromising quality
- Customization: Ability to request specific parts or modifications
Motivations:
- Business Growth: Expand their market reach and customer base
- Reputation: Maintain a high standard of service and product quality
- Efficiency: Streamline operations to reduce costs and increase profits
Challenges:
- Market Competition: Standing out in a crowded market
- Supply Chain Disruptions: Dealing with delays or shortages or parts
- Technological Changes: Keeping up with evolving automotive technologies
- Regulatory Compliance: Adhering to industry standards and regulations
Communication Channels:
- Digital Platforms: Websites, emails, and social media for updates and promotions
- Trade Shows and Conferences: For networking and industry insights
- Direct Sales Representatives: Personalized service and support
- Training and Webinars: For new products and industry trends
Potential Product Feature :
- Order Processing: Automated systems for efficient Order or Work Order (WO) / Repair Order (RO) handling
- Customer Relationship Management (CRM): Tools for managing customer interactions and feedback
- Analytics and Reporting: Insights into WO / RO trends, sales trends and operations efficiency
- Integration Capabilities: Compatibility with other business management systems
- Customizable Interface: Tailored to the branding and any other specific needs of the auto workshop industry
- Secure Payment Processing: Reliable and secure transaction methods
2. Operations Fleet Manager - Fleet Operations for a Delivery Service Company
Demographics:
- Age Group: Typically 30-50 years old
- Education Level: Bachelor's degree or higher, often in business, logistics, or a related field
- Job Title: Operations Fleet Manager, Fleet Supervisor, Logistics Manager
- Industry: Logistics, Transportation, E-commerce, or any industry requiring delivery services
- Geographic Location: Urban and suburban areas with a high concentration of delivery operations
Behavioral Traits:
- Tech-Savvy: Comfortable using digital tools and platforms for fleet management
- Detail-Oriented: Focuses on efficiency, cost savings, and optimal utilization of resources
- Decision Maker: Has the authority to make purchasing and vendor selection decisions
- Risk-Averse: Prefers tried and tested solutions with proven ROI
Needs and Preferences:
- Efficiency in Operations: Solutions that optimize routes, fuel usage, and delivery times
- Reliability: Vendors that provide consistent, high-quality service
- Scalability: Solutions that can grow with their business
- Cost-Effectiveness: Competitive pricing without sacrificing quality
- Ease of Use: User-friendly interfaces with minimal learning curves
- Comprehensive Reporting: Detailed analytics and reporting capabilities for better decision-making
Motivations:
- Improving Fleet Performance: Enhancing the efficiency and productivity of their fleet
- Cost Reduction: Lowering operational costs including maintenance, fuel, and labor
- Compliance: Ensuring adherence to industry regulations and safety standards
- Competitive Advantage: Staying ahead in a competitive market through superior fleet management
Challenges:
- Maintaining Fleet Health: Keeping the fleet in optimal condition while minimizing downtime
- Managing Costs: Balancing the budget with increasing operational demands
- Adapting to Technological Changes: Keeping up with the latest in fleet management technology
- Environmental Concerns: Reducing carbon footprint and meeting sustainability goals
Communication Channels:
- Professional Networks: LinkedIn, industry forums, and trade shows
- Digital Marketing: Email campaigns, webinars, and targeted ads
- Industry Publications: Magazines and journals focused on logistics and transportation
- Social Media: Platforms like Twitter and Facebook for industry news and updates
Potential Product Features:
- Comprehensive Maintenance Management: Automated scheduling and reminders for vehicle maintenance
- Real-time Tracking and Telematics: GPS tracking and data analytics for fleet monitoring
- Fuel Management: Tools to monitor and optimize fuel consumption
- Route Optimization: Route planning to reduce travel time and costs
- Compliance Management: Features to ensure regulatory compliance and safety standards
- Customizable Reporting: Tailored reports that fit the specific needs of the fleet manager
- Mobile Accessibility: A mobile app for managing the fleet on the go
Customer Segment: Personas
Persona 1: Meet Michael, a 45-year-old with a background in the automotive industry as a Business Account Lead. Michael has been working in the automotive industry for the past 20 years and has previously held roles in sales, customer service, and operations management. Michael represents a significant portion of the national auto workshop market (approx. 15 - 20%). And Michael aligns more with the "Rational" Type personality who focuses on data-driven decisions, efficiency, and practical solutions.
Persona 2: Meet David, a 42-year-old with a background in the delivery service industry as an Operations Fleet Manager. David has been working in the delivery service industry for the past 15 years with experience in logistics and fleet management. He started as a delivery driver, progressed through roles in logistics, and now manages fleet operations. David represents a significant portion of the delivery service market (growth to approx. 29%). And David aligns more with the "Rational" Type personality who focuses on efficiency, reliability, and practical solutions.
Unique Value Proposition:
For: Revolutionizing Vendor Management with the Enhanced Services & Capabilities Feature
Who: This Transformation caters to the Fleet Operators within the Fleet management eco-system, who are facing challenges in navigating and utilizing an extensive service catalog, with an aim to streamline vendor discovery and engagement.
Our: The strategic focus is for vendors who are striving to improve their user experience, both for themselves and their end-users. It benefits those who need a more efficient way to manage work orders and discover vendors. The platform is especially useful for businesses that require a simple yet effective way to select services relevant to their needs, enhancing the overall efficiency and usability of the Vendor Management Platform.
Product Value Proposition: Competitors
Lean Product Canvas:
MVP Definition:
Core Features:
- Services & Capabilities Pages: Implement basic versions of dedicated Services & Capabilities pages for a select group of onboarding national vendors. These pages will include essential information such as Class Type, Fuel Type, Location, Amenities, OEMs, and Services offered, tailored to the needs of
business users at the vendor level.
- Sync and Un-sync Functionality: Develop a simplified version of the Sync Functionality that allows associated location-level shops to align their services and capabilities with their national vendors or parent company. Also, introduce the Un-sync Functionality to enable these shops to independently define their services and capabilities.
- Vendor Onboarding Process: Streamline the vendor onboarding process with a focus on user experience improvement. This includes creating a simplified interface and guiding workflow that makes it easier for vendors to navigate the service catalog and select services relevant to their needs.
- Vendor Discovery Prototype: Create a basic search and discovery tool that allows users to find and engage with vendors capable of performing specific vehicle-related services. This tool will leverage key information from the Services & Capabilities page.
Goals:
- To validate the concept of enhanced Services & Capabilities pages and their impact on user experience.
- To assess the effectiveness of the Sync and Un-sync functionalities in streamlining services and capabilities alignment between national vendors and associated shops.
- To evaluate the improvements in the vendor onboarding process and its efficiency in reducing the complexity of service selection.
- To gather initial feedback on the ease of vendor discovery and engagement through the new platform features.
Metrics to Measure Success:
- User Engagement: Track the usage of the Services & Capabilities pages and the Sync/Un-sync functionalities.
- Vendor Onboarding Efficiency: Measure the time reduction and feedback during the onboarding process.
- Service Discovery Improvement: Analyze user interaction with the vendor discovery tool, including search effectiveness and engagement rates.
- Feedback and Iteration: Collect qualitative feedback from both vendors and users on their experience with the MVP features, focusing on usability, functionality, and any encountered issues.
Implementation Plan:
- Select a small group of national vendors and associated location-level shops to participate in the MVP.
- Develop the MVP features with a focus on simplicity and core functionality, ensuring a quick launch to market for early feedback.
- Monitor user interaction and collect data on the defined metrics.
- Use feedback and data collected to iterate and improve upon the MVP, guiding further development towards the full vision of the platform.
SOLUTION
User Stories:
MVP Prototype: Low Fidelity Wireframe Design Options
Initial Concept Designs: National Vendor Level
The initial wireframe designs incorporate a dedicated "Services & Capabilities" section within the Company Information page for National Vendors. This section is thoughtfully split into two major segments: the upper segment highlights the vendor's capabilities, while the lower segment outlines the services they offer.
The Capabilities segment is organized into four primary categories:
- Class Type: Indicates the vehicle weight class, such as Light, Medium, Heavy, etc.
- Fuel Type: Specifies the engine type, including Gas, Diesel, CNG/Propane, Electric, etc.
- Location: Details the service provision type, distinguishing between fixed location and mobile services.
- Amenities: Describes additional services provided for customer convenience, enjoyment, or comfort.
The Services segment is categorized into nine main areas:
- Tires: Encompasses all tire-related services.
- Glass: Covers all glass-related services.
- Vehicle Maintenance: Includes services such as preventative maintenance and fluid changes.
- Equipment Repair: Pertains to specialized equipment repair services, including generators, hydraulics, etc.
- Collision: Addresses all collision-related services.
- Inspections: Relates to all DMV state vehicle inspection services.
- Mobile Services: Defines all mobile and towing services, including the operational radius.
- Additional Services: Encompasses repair services for electronic equipment.
- Vehicle Repair: Covers all repair services related to the engine, transmission, etc.
Initial Concept Designs: Associated Location-Level Shop(s)
The initial wireframe designs feature two primary components. The first component is the shop card for associated location-level shops, which include indicator(s) for whether the shop offers Mobile, Fixed, or Both types of service flags. The second component is the specialized "Services & Capabilities" section located within the Services & Rates tab. This section is strategically divided into two key segments: The top segment showcases the vendor's capabilities, and the lower segment, details the services provided by the vendor.
MVP Prototype: High Fidelity Mockups
Final Decision: The wireframes helped guide the final mockups and functionality
Important Note: The Service & Capability mockups presented below are provided as sample designs for demonstration purposes only. Kindly refrain from attempting to save, capture screenshots, or reproduce any of the design elements presented here. Additionally, I emphasize that replication of any content shared in "Case Study 2" is strictly prohibited. The content shared is exclusively intended for showcasing my capabilities in the Product Management domain within the context of my portfolio, intended for the viewing by potential employers. Unauthorized use or reproduction is not permitted.
National Vendor Level :
The mockup designs incorporate a dedicated "Services & Capabilities" page for the National Vendors. This page is split into two major segments: the upper segment highlights the vendor's capabilities, while the lower segment outlines the services they offer.
The Capabilities segment is organized into four primary categories:
- Class Type: Indicates the vehicle weight class, such as Light, Medium, Heavy, etc.
- Fuel Type: Specifies the engine type, including Gas, Diesel, CNG/Propane, Electric, etc.
- Location: Details the service provision type, distinguishing between fixed location and mobile services.
- Amenities: Describes additional services provided for customer convenience, enjoyment, or comfort.
The Services segment is categorized into nine main areas:
- Tires: Encompasses all tire-related services.
- Glass: Covers all glass-related services.
- Vehicle Maintenance: Includes services such as preventative maintenance and fluid changes.
- Equipment Repair: Pertains to specialized equipment repair services, including generators, hydraulics, etc.
- Collision: Addresses all collision-related services.
- Inspections: Relates to all DMV state vehicle inspection services.
- Mobile Services: Defines all mobile and towing services, including the operational radius.
- Additional Services: Encompasses repair services for electronic equipment.
- Vehicle Repair: Covers all repair services related to the engine, transmission, etc.
Associated Location-Level Shop(s):
The mockup designs feature two primary components. The first component is the shop card for associated location-level shops, which include indicator(s) for whether the shop offers Mobile, Fixed, or Both types of service flags. The second component is the specialized "Services & Capabilities" section located within the original title "Services & Rates", which is now renamed to the Capabilities & Services tab. This section is strategically divided into two key segments: The top segment showcases the vendor's capabilities, and the lower segment, details the services provided by the vendor.
MVP Prototype: Low Fidelity Wireframe Design - Future Nice to have Enhancements
Associated Location-Level Shop(s):
The wireframe designs feature two primary components. The first component is the shop card for associated location-level shops, which includes a warning indicator(s) for whether the shop is in sync with the parent or national vendor. The second component is the specialized "Services & Capabilities" section is strategically divided into two key segments: The top segment showcases the vendor's capabilities, and the lower segment, details the services provided by the vendor. When that services and capabilities are not in sync and trying to sync with the parent or national vendor, a warning message lets the user know that all the changes will be lost and that location level shop will now inherit the parent configuration.
Go-To-Market Strategy: Positioning
Positioning Statement: An enhanced Vendor Management Platform is set to transform the industry by elevating the user experience. It introduces groundbreaking features, including a concise yet comprehensive list of Services & Capabilities, alongside a user-centric interface designed specifically for business users at the National Vendor stage. This platform simplifies the process of navigating and choosing services, enabling vendors at the Associated Location-Level shops to effectively organize their services. Additionally, it includes synchronization capabilities with the national vendors and advanced vendor discovery options, all integrated into a flexible and streamlined platform.
Go-To-Market Strategy: Metrics
To effectively gauge the success of the go-to-market strategy for the enhanced Vendor Management Platform, by focusing on improving the user experience, vendor onboarding, and discovery, we can employ a series of key performance indicators (KPIs). These metrics will not only measure progress towards achieving the vision but also provide actionable insights to refine the overall strategy further.
SWOT Analysis:
This brings us to the end of the "Case Study 2".
By Daniel George
THANK YOU
