Feb., 2016 SVW Skoda Vehicle Demo System Project Proposal
Feb., 2016SVW Skoda Vehicle Demo System Project Proposal
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Contents
O v e r v i e w
A l l - n e w M o d e l
Sy s t e m a t i c D e p l o y m e n t
A c t i o n P l a n
A p p e n d i x
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O v e r v i e w
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1.1
2 0 1 6 i s t h e f i r s t y e a r o f C h i n a ’s a l l - ro u n d e f f o r t a t i n n o v a t i o n . T h e a g e o f
“ I n t e r n e t + ” m a ke s m o b i l e d i g i t a l m a r ke t i n g u n p re ce d e n t e d l y c r i t i ca l . W i t h t h e
co n t i n u o u s s a l e s g ro w t h o f t h e S V W S ko d a b ra n d , a v e h i c l e d e m o s y s t e m f e a t u r i n g
r i c h co n t e n t , b e t t e r u s e r ex p e r i e n ce a n d co n v e n i e n t m a n a g e m e n t b e co m e s v i t a l .
T h i s s y s t e m ca n s e r v e a s a w a y o f i n b o u n d m a r ke t i n g a t a u t o s h o w s v i a m o b i l e
a p p s a n d ke e p s a l e s co n s u l t a n t s a cco m p a n y w i t h d e a l e r s a l e s p ro ce s s a n d t ra i n i n g
t o e n h a n ce b ra n d i n f l u e n ce a n d p ro d u c t s a l e s i n a n a l l - ro u n d w a y.
Overview / Background
1.1
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Skada
IPOSet
Overview / Status Quo & Problems
S i t u a t i o n a l t h o u g h t
S a l e s t o o l
(4S store for merchandising)
A u t o s h o w t o o l
(Auto show inbound marketing)
All-new
Superb
New Octavia
E helper
Tra i n i n g t o o l
(Internal training whenever necessary)
Management
Experience
Examination
Situational thought rigidifies service situation and discourage sales consultant with
applied range, complex shift and high cost of post-stage operation and maintenance
The common problem of three demo tools are the inconvenience of user experience, good-looking development rather than pragmatic solutions to the problems confronting sales consultant
The existing demo system lacks standardized brand norm which causes uncomfortable
feelings among consumers and undermines brand influence
S a l e s co n s u l t a n t
1.2
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Management Experience Examination
S i t u a t i o n a l t h o u g h t i s t h e m i s u n d e r s t a n d i n g o f s y s t e m p l a n ,
a n d t h e co re m i n d - s e t o f s y s t e m p l a n s h a l l b e b a s e d o n a n
o v e ra l l v i e w p o i n t f ro m t h e u s e r
Overview / Summary
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1.3
1. Moving product
2. Premium service
3. Good reputation
4. Reasonable price
5. Quick response
O v e ra l l t h i n k i n g n e e d
Dealer
Manufacturer
Sales consultant
1. Solid management and control
2. High-caliber talent
3. Good reputation
1. Standardized management
2. Prompt information collection
3. Reasonable cost control
1. Convenient use
2. Quick deal
3. Longtime social networks
S m a r t s y s t e m i t s e l f i s n o t e n o u g h f o r g o o d a c h i e v e m e n t s a n d
re p u t a t i o n a n d i t s u s e r w i t h p ro p e r m e t h o d i s t h e ke y
Overview / Core mind-set
Consumer
1.4
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B u i l d a s m a r t d e m o
s y s t e m f o r s a l e s
a s s i s t a n ce w i t h
co n v e n i e n ce , h i g h
e f f i c i e n c y a n d p l e a s u re
i n t h e e y e s o f i t s u s e r s
Smart marketing
Smart helper
Smart management
(Dealer)
(Sales consultant)
(Manufacturer)
• Portable sales terminal facilitates sales campaigns for sales consultant out
of the exhibition hall
• Unified and normalized product demo illustrates the rhetoric and features
• Leverage visual digital situations to show customers selling points and
technological features previously inaccessible
• Prompt update of competitions information
• Carry-on database for study and exchange, any time, any place
• Standardized product value demo tool to improve product recognition of
sales consultant and shorten the decision time of consumer
• Normalized reception and service process for sales consultant to improve
sales satisfaction
• Ensuring the prompt and comprehensive collection of customer
information
• Rationalize management of product information and unify brand norms
• Keep pace with customer concerns at any time to fine-tune sales
communication strategy
• Count the number of customers and review channels of visit and ad effect
• Follow up the spot test of customer details and check the accuracy of
customer information from 4S stores
Goal
Overview / Project goal
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A l l - n e w M o d e l
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Product highlight/ Brand TVC / exhibition hall reception
Competition
analysis
Test drive message
Car purchase quote
Customer
information input
1.Auto show reception
2.Competition exception
3.Test drive booking
4.Potential customer quote
5.Potential customer records
All-new Model
Exhibition hall process
Auto show processSmart marketing
(Dealer)Smart helper
(Sales consultant)
Smart management
(Manufacturer)
Intentional customer
follow-up
Potential customer
tracking
Rights managementData management
Training tool
Application monitoring
Information collection
Decision analysis
1.Inviting customer 2.exhibition hall reception
3.Requirement analysis 4.Six-part vehicle introduction
5.Test drive 6.Business talks
7.Value-added
service and
deal
8.Vehicle delivery
and specification
9.Cultivation of customer loyalty
Brand TVC
Product
highlights
Upgrade in
and outCar purchase quote
Competitions
analysis
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2.2
Skada
IPOSet
S a l e s t o o l
(4S store for merchandising)
A u t o s h o w t o o l
(Auto show inbound marketing)
All-new
Superb
New Octavia
E helper
Tra i n i n g t o o l
(Internal training whenever necessary)
S a l e s co n s u l t a n t
All-new model / Old vs New
Old
NewAuto show process
Exhibition hall
process
Training
resource
Smart marketing
(Dealer)
Smart helper
(Sales consultant)
Smart management
(Manufacturer)
Intentional customer
follow-up
Potential customer
tracking
Rights managementData management
Training tool
Application monitoring
Information collection
Decision analysis
Information
collection of
potential
customers
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All-new SVW Skoda
Smart Demo System
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All-new SVW Skoda Smart Demo
System Icon Design
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Sy s t e m a t i c
D e p l o y m e n t
3.1
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A
B
C
D
E
F
G
H
User experience process
Protocol planning
Visual rules
&
regulations
Visual demo
Backoffice function
&
Rights management and control
Data security
Server deploymentSystem
structure
&
Function
planning
Systematic Deployment
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Systematic Deployment / A. System structure & Function planning
Consumer
Sales consultant
Sales director
General function
Skoda Smart Assistance System
Showroom
Merchandising
Management
Customer tracking
Account management
Model Comparison
This product
Competitions
Model Demo
Equipment List
Test drive Booking Features
Customer Management
Car purchase Calculation
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3.3 Systematic Deployment / B. User experience process
Exhibition hall model
Sales model
Management model
Model Demo
Model Comparison
Equipment List
Test drive Booking
Features
Customer Management
Car purchase Calculation
This product
Competitions
Start PageMain Page
ID Login
Login
Exhibition
Sales
Customer Tracking
Account Management
Administrator
Sales
Correct Wrong
3.4
Start App
Car Experience
Manager Tools
Login
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Systematic Deployment / C. Core prototype planning
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Systematic Deployment / D. Visual presentation / Start interface
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Systematic Deployment / D.Visual presentation / Model demo
Click on the right
half for function
highlight
introduction
Click on the left
half for change
the style
Slide to choose a
model
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Systematic Deployment / D. Visual presentation / Login interface
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Systematic Deployment / D. Visual presentation / Animated demo of the login interface
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Systematic Deployment / D. Visual presentation / Sales consultant login
Random options of
major regular
functions after
login
Preview of the
number of tracked
potential
customers
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Systematic Deployment / D. Visual presentation / Function highlights
Have 360-degree
experience at your
fingertips
Slide to check
model highlights;
slide up for
highlight details
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Systematic Deployment / D. Visual presentation / Original animated demo of function highlights
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Systematic Deployment / D. Visual presentation/Upgrade in and out / color change
Click on the
body and slide
to choose a
color
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Systematic Deployment / D. Visual presentation / Upgrade in and out / Hub change
Click to find
various effects
upon hub
change
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Systematic Deployment / D. Visual presentation / Original animated demo of upgrade in and out
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Systematic Deployment / D. Visual presentation / Equipment chart
Slide up and down
for models with
various equipment
Slide up and down
to check major
features and
selling points
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Systematic Deployment / D. Visual presentation / Model comparison
Slide up and down
for various
competition’s’
models
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Systematic Deployment / D. Visual presentation / Detailed comparison
Slide to get
equipment and
parameter
comparison
The clear
comparison of
detailed
parameters
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Systematic Deployment / D. Visual presentation / Original animated demo of model comparison
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Systematic Deployment / D. Visual presentation / Test drive booking
Information input
of customers who
are the first to
book test drive
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Systematic Deployment / D. Visual presentation / Car purchase calculator
Model quote shift,
easy input of
various fees,
professional
estimate
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Systematic Deployment / D. Visual presentation / Customer management
Quick filing of
potential customer
information
Sales consultant to
track and update
regular data of
potential
customers
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Systematic Deployment / D. Visual presentation / Sales message monitoring (Sales Director)
Sales Director to
summarize
potential customer
information
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Systematic Deployment / D. Visual presentation / Sales management (Sales Director)
Sales Director
facilitates tracking
potential customer
conditions and
assigning return
visit
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Systematic Deployment / E. Visual rules and regulations / Mark specification & font application
ColorText Size Weight
Stroke Thickness Color Position
Solid color background
Effect specification
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#91cb7f
#806d4f
Systematic Deployment / E. Visual rules and regulations / Color rules and regulations
White and grey coupled with black and green to form the color scheme. Interface development design in the future is based on the color scheme to guarantee unified visual impression and support brand assets.
All buttons and links use alternative elements and colors
All text and element color to be highlighted
Text
Reminder
Highlighted elements Alternative elements Background
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Systematic Deployment / E. Visual rules and regulations / a. Interface layout
Element, target and interface margin (left and right): 60px Elements margin (top and bottom): 180px Paragraph and interface margin (left and right): 455px Photos, films preview, audio media player, textbox, buttons in the interface remain a margin of 140px while extend the width
Basic page layout
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Systematic Deployment / E. Visual rules and regulations / b. Interface layout
3.29
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Systematic Deployment / E. Visual rules and regulations / basic alternative elements
1 / B1 State after selecting the alternative button
2 / B2 State of not selecting alternative button
3.30
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Systematic Deployment / E. Visual rules and regulations / Equipment application standard for sales consultant
Stance of sales consultant holding iPad
Squat of sales consultant holding iPad and talking with a customer by the
vehicle
Stance of sales consultant talking with a customer
Sales consultant sitting by the desk and talking with a customer
Sales consultant sitting in the vehicle and chatting with an iPad
Sales consultant training himself by sitting with an
iPad
3.31
VIP
OP
ID
GT
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Systematic Deployment / F. Backoffice function & rights management and control
Basic dealer data management Administrator account establishment
Potential customer data Releasing update of some APP data
Test drive and quote data storage Data output
APP usage
Test drive statistics
Quote statistics
Page for customer quote browse Page for test drive application by
scanning QR code Page for Mini highlight demo
1. Account management
2.Data
3.Statistics
4. Scanning QR code to book
Backoffice
function
Rights
management
Dealer Sales Director rights management
Manufacturer rights management
Salesmen rights management
Consumer
i P a d
10M25,000
4CORES 8G
3.32
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Text and photo of any new models, competitions data and TVC will all be taken as a single data pack and to be downloaded and updated through App
App structure update
Sales consultant can download and install the newest software from the updated version and
model released by Amber on APP Store and the old data can be kept by covering the old version on iPad
App model data updateDELL server
Telecom Unicom
BroadbandCPU RAM
visiting data on the network
peopleSupport
Systematic Deployment / G. Server deployment
B
A
3.33
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Systematic Deployment / H. Data security
Server maintenance
Technical support
Security management and controlID/Data security
Server security1. Special chart to conduct regular check
of the management and maintenance of server operation专system and carry out emergent solutions if necessary
2. Regular data storage and backup 3. Data recovery upon emergency
1. Real-time technical tracking and trouble-shooting on the phone
2. E-Mail reply within 48 hours
1. Identify sales consultant and director via user name and password check
2. Manage and control user’s expiry date to ensure data security
3. Encrypt the transmission of important data to ensure security
1. Entrusted large IDC server room
2. Minimum visit rights control strategy
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A c t i o n P l a n
4.1
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Action Plan / Comprehensive maintenance and support
Amber trainer & APP senior product manager
1.Amber trainer
Face-to-face training for sales consultant and give instruction in the general problems
2.Amber APP senior product manager
Give instruction in iPad use and operation and answer questions of APP use
2016
4.2
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Action Plan / All-new SVW Skoda Smart Demo and Sales System
All-new SVW Skoda Smart Demo and Sales System
(Kick-off time)Feb 19
Done with UXUI design
Feb 29
Phase I
Demo hall version
Mar 31 Phase II
Sales consultant &
management version
May 31
10 working days
24 working days
42 working daysDevelopment period
Development period
Model demo (feature highlight & facelift)
Equipment chart Test drive booking
Backoffice basic dealer data input One model data input
Models comparison Car purchase calculator
Potential customer tracking management Backoffice management function
Continuous model data update Production of Mini HTML 5
3 and a half months
Jan Mar June
50
4.3 Action Plan / Team Structure
CS Department
Training Department
Product Department CG Department Testing DepartmentNetwork DepartmentProgram Department
Project Head
CS Manager Product Manager UI Design Director
UI Visual Instructor
3D Director iOS Program Development Manager
Online Program Development Manager
iOS Test Manager
Senior UI Designer
UI Designer
H5 Online Program Developer
iOS Test Engineer
iOS Program Developer iOS Interactive Animator iOS Program Developer
Trainer Copywriter
Senior 3D Modeler
Senior 3D Animator
Senior 3D Render Artist
Interactive Manager
UI Department
5
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A p p e n d i x
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5.1 Appendix / All-new Touran L & All-new Passat launch training VR experience
Storm VR glasses
Smartphone
SVW VR experience enables users to immerse themselves in the situation, acquire new knowledge, improve emotional and rational understanding, deepen the conception and come up with new perception so that the creative thought of the trainees are sparked and their sales capability completely enhanced.
5.2
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Appendix / In-depth analysis of LEAP MOTION EA888
The in-depth analysis of SVW LEAP MOTION EA888 real izes a-thousand-people training, appl ies experiential interaction over the training process to help trainees digest the knowledge from simplified explanation and address technical problems easily plus enhanced content memory.
#6.1 虎魄APP作品分享
1 Customising toolbars for ease of use
2 Working with the basic grid
3 Working with bullets and indents4 Working with automatic numbering
5 Bullets in tables
6 Header and footer
5.3
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Appendix / Original accessory e-commerce platform iPad version
The original accessory e-commerce platform brings users easy experience of the product advantage and facilitates marketing and ordering for sales consultant
5.5
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Skoda original accessory e-commerce platform mobile version uses cross-platform technology between PC and mobile ends in a bid to provide customers with convenient shopping experience and to build an aftermarket featuring “internet+” in auto sector.
Appendix / Original accessory E-commerce platform mobile version
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Amber, by cleaving to the development concept of
“Innovation, Pleasure & Experience”,
is dedicated to the service of
“Professionalism, Solidarity and Innovation!