Shipped
Triemp CRM
From Chaos to Clarity in Auto Sales
User interviews, heuristic evaluation, observational studies, journey mapping
1 Designer(me), 3 SD , 1 CEO
Overview
The Problem
Trident Auto’s CRM, Triemp, overwhelmed employees with irrelevant leads, duplicate calls, and no visibility — costing sales.
The Solution
Redesigned Triemp with role-based dashboards, smart lead management, call logging, and HR tools.
The Impact
70%
Lead response time dropped to ~20 mins
30%
Improvement in task completion
Background
Trident Auto is a leading multi‑brand dealership in India (Hyundai, Renault, Isuzu, Bharat Benz). Since 1998, they’ve grown on a simple promise: “Drive Home a Relationship.” By 2021, they needed their internal CRM—Triemp—to be the operational backbone connecting marketing, sales, service, finance, and field teams.
Fig 1: Old Design
Why the Redesign
Leadership kicked off the redesign for two plain reasons—before any formal research:
Lead volume was soft: marketing and showroom traffic weren’t translating into healthy pipeline.
Support wasn’t getting timely responses: escalations and customer follow‑ups stalled because the right people didn’t respond quickly or consistently.
The goal: help the support + sales org respond faster, with clearer ownership and fewer dropped balls—so more interest turns into qualified opportunities.
Findings
From synthesis, four common themes emerged:
01
Lack of Clarity and Ownership
Employees didn’t know which leads belonged to them. This created confusion, wasted time, and slowed first responses.
02
Fragmented Communication
Duplicate calls, missing notes, and only day-by-day visibility meant customers experienced inconsistent, repetitive outreach.
03
Limited Managerial Oversight
Without real-time dashboards or assignment tools, managers had little ability to redistribute leads, or intervene early.
04
Broken Responsiveness
Leads weren’t surfaced at the right time — no alerts, no reminders, and no continuity — which meant hot opportunities went cold.
Problem Statement
Triemp CRM had become a blocker, not an enabler. It created friction — unclear ownership, duplicate outreach, blind coaching, and delayed responses — undermining sales when speed mattered most.
How might we restore ownership, visibility, and responsiveness so leads are worked quickly and consistently?
Design Strategy
I anchored the redesign on four guiding principles:
Role-driven clarity → Dashboards should adapt to role, department, and hierarchy.
Shared visibility → Customer interactions must be logged once, visible to all.
Actionable data → Analytics should inform, not overwhelm.
Timeliness by design → Notifications and history should surface the right lead at the right time.
Design Solutions
01
Tailored dashboards by role, department, and hierarchy → reps saw only their leads, managers saw team performance.
Redesigned menu with icons + labels for faster navigation.
02
Smarter Lead Management
Added click-to-call, call outcomes, and notes for better context.
Expanded visibility to the last 5 days of leads, not just today.
Shared history reduced duplicate outreach.
03
Real-Time Visibility for Managers
Funnel dashboards with rep drill-downs.
Performance reviews and manual lead assignment built-in.
04
Faster, Timely Responses
Real-time notifications for new leads, reassignments, and SLA deadlines.
Rolling history ensured continuity in customer follow-ups.
Impact
What users said
“I finally feel like I’m selling instead of managing chaos.” — Senior Sales Rep
“The dashboard tells me the story of our funnel in seconds.” — Regional Manager
Key Learning & Reflection
Clarity creates speed
Role-based dashboards cut noise and gave focus.
Small UX fixes matter
Click-to-call and 5-day lead history solved everyday frustrations instantly.
If I could do it again
Involve developers earlier — two iterations of notification logic could’ve been avoided.
In the end
Triemp shifted from bottleneck to backbone. Sales reps had clarity, managers had control, and support could respond quickly — restoring trust and improving conversions.