Modern Retail Suite: Compressing the Vehicle Purchase

The client is the dealership-management backbone for North American automotive retail with thousands of dealer customers and hundreds of billions in annual commerce supported. A private equity firm took the company private in 2022. The platform strategy is to convert a fragmented mesh of dealer-vendor relationships into a governed commerce operating layer where sales, F&I, service, parts, accounting, CRM, marketplace data, and OEM connectivity sit on one set of common surfaces. Taller's engagement at the company is exclusively design, user research, and product-design management with eighteen roles filled across 2022 to 2024, all UX/UI, research, or localization. The four cases below describe what Taller's design pod has delivered against the strategic surfaces of the company's dealer experience platform.

The CRM (the CRM platform) surface inside the company's Modern Retail Suite is where the sales transaction lives. Every buyer interaction is captured, scored, sequenced, and converted into next-action. For the broader Modern Retail Suite to deliver on its compression promise (from a two-hour in-store transaction to thirty minutes), the CRM has to absorb high-volume buyer flows without introducing latency, and the salesperson-facing experience has to keep the deal-state object coherent across the storefront, the F&I menu, and the e-signature surface.

Taller designed the CRM surface and adjacent sales-flow components inside the Modern Retail Suite. The methodology is persona-driven design for the salesperson, F&I officer, and buyer roles within the unified deal-state object the Suite enforces, with high-fidelity prototyping and iterative validation through usability testing on the company's design system. Part of our team contributed directly to the CRM product and is now working on the Connected Communications Platform (CCP), a platform that integrates with the CRM and serves as a key component of the company's Modern Retail initiative.

Sustained CRM design footprint across the multi-year engagement; dealer-facing CRM surfaces aligned with the broader dealer experience platform visual language; design handoffs to the company's CRM engineering team structured and consistent.

The company's Modern Retail Suite is the most commercially visible product in the dealer experience platform. The Suite's outcomes are significant: a seventy-five percent reduction in sales transaction time, $575 more earned per vehicle, an hour removed from in-store time, $792K in annual compliance-fine savings, double the online engagement, double the customer-satisfaction lift, and seventy percent improvement in deal efficiency. These are outcomes earned by the company's product engineering across storefront, lead response, automated documents, agency-underwriting connectivity, and F&I workflow integration. Taller's contribution is the design of the CRM surface where the salesperson actually engages the deal inside that Suite.