Optimized for Desktop, mobile version coming soon :)

DA Up-to-date

Redesigned a Dealership Management System
and boosted the user experience and increased working efficiency by ~87.5%

DA Cover Image


Desktop (major),
mobile (consider for future)


UX Design Consultant
(work with an in-house PM closely)


~ 4 mon (part-time)


What “DA” is: Dealership Advantage

Dealership Advantage is a dealership management web app designated to make a dealer's life easier by facilitating each step in the process of ordering, refitting, and selling boats.

Typical Flow: a salesperson sells a boat

With the insights I gathered through the conversations/interviews with Sales staff, the typical interactions between a salesman and his customer emerged:

storyboard of a typical user flow

Sitemap of the Selling Flow

Sitemap included in the storyboard

Problem: the legacy DA web app was outdated

The legacy web app was outdated in both system performance and user experience, which stuck the users’ working efficiency and the business’ scalability.

There are functionally 5 modules that I have worked on. Below are the typical pages (including the pages needed in the aforementioned flow) of each:

the legacy pages

After talking with stakeholders as well as the Sales Manager, and digging into the legacy pages, I have identified 2 major types of problems:

the problems

DA strived to modernize the web app

Quotes of DA's people

North-star Goals: organized & efficient

the goals


The ultimate goal of the redesign project was to create a modern experience that could boost working efficiency. Therefore, one of the most important metrics is the average time spent by salespeople to finish their jobs on the system. Because the legacy system was outdated in both UX but also performance, so we set an ambitious goal:

the main metric goal

In order to achieve the goals, I proposed some specific metrics to help inform detailed design directions. To name a few:

the detailed metric goals

At this moment, the product is still under development. But there was an internal demo section where we went through the same flow on both versions. The increase of the new design’s efficiency was astonishing:

the achieved main metric

Admittedly, the user who did the demo was familiar enough to both versions (although at the end of day, all salespeople will be well trained to get familiar with the web app, but it would be good if I could gather how well a novice could use the new version), and the system’s performance had been increased a lot as well. So my design work should not take the full credit of “87.5%”, therefore here are the results of some more direct design-related metrics:

the achieved detailed metrics

Scope of My Work

To achieve the goals, my work in this project concentrated on the information structure of each major pages and the interaction flows that facilitate users to finish their tasks.

In terms of visual design, because the engineer teams had already decided to use Angular Material components for its overal high cost-efficiency, I started with the default MD components and made modifications if specific needs popped up. Any further visual designs were not in the scope of MVP.

the scope of work

Scope of this case study

In this case study, I will present 3 specific cases, they will be related to “Information Structure” and “Interaction”, and the scopes range from a big-picture design pattern to a detailed interaction triggered by one toggle.

the scope of this case study

Design Process: 3 Sample Cases

1. PAGE ARCHITECTURE: keep the information clear & organized

PROBLEM: the contents stack on each other with few groupings

the legacy pages
How might we optimize the Page architecture for salespeople to easily view what they need?

RESEARCH INSIGHT: contents can often be categorized to 3 groups

the contents on each page can be grouped to 3 groups

CONTENT SORTING: adjust the content groups’ sequences

On legacy pages, the sequence of most information made sense, but it could still use some adjustments. Together with PM, we have identified a sequence that make better sense to salespeople. Below is an example of the sequence for “Sales Order Page”:

an example of how to sort the contents

IDEATIONS: options to indicate 3 groups of information

Ideation of 3 options and their pro and cons accordingly


Take Sales Order Page as an example to show the outcome

2. ORDER DETAIL SECTION: the key information in selling process

RESEARCH INSIGHT: currently, the order details are not easy to scan, and the modification flow is inconvenient

the problem of legacy order detail section in user flow
How might we improve the Order Detail section for salespeople to scan easily and act seamlessly?

GENERAL ITERATIONS: continuous feedback loops

the 3 major rounds of iterations on the Order Detail Section

DETAIL ZOOM-IN 1: how to indicate associations?

“How might we make it clear that the trailer and engine are associated with the boat?” This was a feedback gathered from the salespeople, who wanted to easily read the boat-parts associations in order to make quick decisions when negotiating with customers face-to-face.

The ideations of 2 options to indicate boat-parts associations

DETAIL ZOOM-IN 2: how to show/hide the cost & margin Info?

“Margin and cost info are business secrets that need to be hidden from walk-in customers”, said by the Sales expert.

In other words, “Bob” does not want “Mark” to know how much the cost and current margin a r when they look at the same screen in store preparing for the order.

1. When the cost & margin are hidden or unhidden, what’s different?

Animation of the option 1 of hide and unhide the cost and margin
The pros and cons of the option 1
The pros and cons of the option 2
Animation of the option 2 of hide and unhide the cost and margin

2. What happens to the menu after clicking the toggle/switch?

Animation of the option 1 of interaction with the menu
The pros and cons of the option 1
The pros and cons of the option 2
Animation of the option 2 of of interaction with the menu
Animation of the option 3 of of interaction with the menu
The pros and cons of the option 3

3. CUSTOMER JOURNAL INPUT: manage customers’ info seamlessly

RESEARCH INSIGHT: currently, journal-update flow for customers is not clean and efficient enough

the problem of legacy jounal input flow
How might we enable salespeople to smoothly update customers’ journals in Sales order page?

IDEATION: what’s the simplest journal-updating flow and UI?

Originally, the user needed to open 2 models to finish the work (Issue for Task 2):

the legacy 5-step flow of journal inout in Sales Order Page

As aforementioned, there are some redundant fields on the Model #1 (Issue for Task 1). By cleaning it, we had the opportunity to have only one model in the flow:

the proposed 4-step flow of journal inout in Sales Order Page

Then the question simply became how might we display the journals and make them updatable in only one model?

Animation of the option 1 of the interaction in modal
The pros and cons of the option 1
The pros and cons of the option 2
Animation of the option 2 of the interaction in modal

OUTCOME: interaction flow that shows the efficiency in both UI and flow

the interaction map of the outcome of the jounal input flow

The Outcomes & Impacts


After months of iterations, the web app has been improved in terms of look and feel as well as interaction experience. Taking one major page from each module as examples, you can see how the new version is compared to before:

showcase how the major pages have been updated


As aforementioned, the redesigned system’s efficiency has been greatly increased:

The time spent to finish the same flow in new version is about 87.5% less than in legacy version

Among all the factors contributed to this big improvement, my redesign work takes credits for at least the following objective metrics (Took "Sales Order Page" as the example for calculations for all metrics except "Number of No-scrolling Pages"):