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This case study outlines the design and development of a web-based SaaS platform created during my tenure as the Product designer (UI/UX) at Michelin. The platform was designed to streamline the communication and management of tire forecasts between Michelin and its dealers, specifically tailored for high-demand environments such as Formula One racing championships.
Michelin's dealers needed a reliable and efficient method to communicate monthly tire demand forecasts. The existing system involved sending varied Excel formats via email to Business Segment Managers (BSM), who would manually input data into an Access database. This process was fraught with risks including data errors, lack of standardization, and significant delays.
During a rollout phase, several dealers express concerns about data breaches. They need assurance that their forecast data, which includes proprietary sales projections and inventory levels, is securely handled.
Older dealers or those less comfortable with technology express discomfort with learning new software, fearing it will slow down their operations.
Dealers in the EU must comply with GDPR, while dealers in other regions have less stringent data protection laws. This variability complicates the data collection and processing.
During a peak sales period, a key dealer accidentally inputs incorrect forecast data, leading to a significant overestimation of demand and subsequent overproduction.
Implement robust security measures, such as end-to-end encryption and multi-factor authentication. Additionally, hold training sessions to educate dealers about the security protocols and data handling procedures
Develop a comprehensive onboarding program that includes hands-on workshops, detailed user guides, and a responsive support desk to assist dealers in transitioning smoothly to the new system.
Design the platform to be adaptable, with modular privacy settings and data handling protocols that can be configured according to the local regulations of each dealer.
Improve the accuracy and efficiency of forecast data communication by implementing data validation rules within the system that can catch common data entry errors. Additionally, introduce a confirmation step where dealers review their entries before submission
Standardize the data submission process across all dealers.
Facilitate better planning and supply chain management for Michelin.
Early Discovery and User Research:
Conducted generative user interviews with dealers and BSMs to understand the existing challenges and workflows.
Identified key pain points, such as the inconsistent Excel file formats and the single point of failure in data handling.
Persona Development
Developed detailed personas for each user type, including Free Forecast Users, Market Forecast Users, and Administrators, to tailor the platform's design to their specific needs and workflows.
User Journey Mapping:
Created comprehensive 'as is' customer journey maps to visualize the current state of interactions and identify opportunities for improvement.
Design and implementation
Designed the end to end portal by creating an easy to use portal and validating it via surveys, usability testing and stakeholder feedbacks.
System Redesign:
Introduced a centralized system for uploading forecast files, replacing the manual and disparate Excel-based system.
Introduced authentication features and back end admin control for setting users and permissions
Standardized the forecast submission template to ensure uniformity and reduce errors.
Developed interactive prototypes for various varations, including a Dropbox-like interface for file uploads and a simplified upload process mimicking Gmail's attachment feature.
Usability Findings - The dealers were not able to understand how to drag and drop the files and were not familiar with drop box experience.
Usability Findings:
- Dealers got confused which action should be prioritised. Whether to download the template first and then drag and drop. We tried one variation with "Attach the file here as well"
Dealers were not sure what would happen if they uploaded the file. Usability Findings
Final variation: Almost 80% of the dealers were able to successfully complete the task.
Designed users and permissions management system that would allow admin to manage dealers details and processes
As an administrator, he/she will be able to
- Manage users/profiles
- Manage forecast periods / planning
- Manage all forecasts: add/edit/remove forecast details
- Create BI dashboards
Conducted usability testing with dealers to refine the interface and ensure ease of use
Efficiency Improvement: The new system significantly reduced the time required to process forecast data by automating data integration and standardizing input methods.
Error Reduction: Standardized templates and a centralized submission system minimized the risk of errors inherent in the manual process.
Enhanced Traceability: The platform enabled better tracking of submissions and improved communication between dealers and Michelin's supply chain management.
