LKQ CZ
Modernization of the Customer Relationship Management System (CRM)
LKQ CZ s.r.o. is a subsidiary of the multinational corporation LKQ Corporation, which specializes in the distribution of automotive replacement parts and accessories. The company offers a wide range of auto parts, including original, aftermarket, and remanufactured components for various types of vehicles. LKQ CZ s.r.o. focuses on providing high-quality products and services, including logistics, technical support, and customer service, catering to both professional repairers and end customers.
What was our goal
LKQ CZ was using an outdated customer management system (CRM), which was limited to the Windows platform, inefficient to work with, and ultimately unsustainable. It was decided to define requirements for modernizing the CRM system to improve usability and increase the efficiency of sales representatives. This system was then to become the foundation for a pan-European CRM solution.
Project Analysis: Understanding User Needs and Defining Features
Building the Implementation Team
The first step of the project was assembling an implementation team consisting of representatives from both companies. The core team included three representatives from LKQ (a regional director and two sales representatives) and three representatives from Eluvia (a business analyst, UX architect, and technical analyst). The team was occasionally expanded to include additional potential users from the client, specifically analysts, managers, and IT staff.
Defining Users
Next, we needed to define key users of the analyzed CRM system according to Human-Centered Design principles, a methodology that prioritizes users first. We focused on sales representatives, regional managers, accountants, and analysts. In this phase, we analyzed their daily routines, work processes, and the problems they needed to solve.
Data Collection in the Field
After defining users, we went into the field, where we spoke with individual users about their needs and expectations for the new CRM system. Eluvia representatives attended sales meetings directly at the client’s clients (both acquisition and retention meetings) to gain the most accurate understanding of user needs (primarily sales representatives).
Creating Output Documents and Clickable Prototype
Based on the collected data, we created the first clickable prototype of the CRM system. This prototype was subsequently validated with future users and continuously refined to best meet their needs. The outputs of this phase included:
- A mind map of the application
- Descriptions of individual functionalities and screens
- Described application workflows
- Tested and refined clickable prototype (versions for both PC and mobile phones)
Structured Requirements for Developers and Architects
Although not originally planned as part of the project, after finalizing the clickable prototype, we moved into the phase of creating structured requirements. The output of this phase was a set of further steps for the development team.
Dashboard of the new CRMWhat is a Clickable Prototype?
An interactive version of a digital product design (commonly referred to as a ‘clickable prototype’) allows users to simulate and test how an application or website will look and function. The prototype includes functional elements such as buttons, links, and navigation menus, enabling users to navigate the application as they would in a real environment. It is the first tangible output for users. It is an essential tool in the digital product design process, allowing teams to visualize and test ideas in the early development stages, increasing the chances of creating a successful and user-friendly product while significantly reducing development costs.
At Eluvia, we primarily see the following advantages of prototypes:
- Interactivity – Allows users to click on various elements and navigate between screens, providing a realistic user experience.
- User Experience (UX) Testing – Enables quick user feedback and identification of potential usability issues.
- Rapid Iterations – Allows designers to quickly make changes and test different versions, speeding up the development process.
- Idea Visualization – Helps share and present ideas with teams, investors, or clients much more effectively than static designs.
- Low Investment – A clickable prototype can be created at a fraction of the cost of a future application, and any iterations can be applied with minimal budget.
Our Thoughts on the Outcome
The project to modernize LKQ’s CRM system was carefully planned and executed with a strong focus on end-user needs. Thanks to the Human-Centered Design methodology and intensive collaboration with users, we succeeded in creating a design that improves the daily routines of sales representatives and provides LKQ with a long-term sustainable and efficient customer management platform.
