Equity Mining Tool (EMT)
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TL;DR
This redesign of AutoNation’s internal Equity Mining Tool (EMT) focused on simplifying a complex, data-heavy workflow for sales reps. Through dealership interviews, user testing, and rapid prototyping, we created a more intuitive interface that prioritized high-value leads, reduced time spent identifying opportunities, and increased lead conversion. The result was a faster, clearer, and more actionable tool that directly improved sales efficiency and user satisfaction.
PROBLEM STATEMENT
AutoNation’s internal Equity Mining Tool (EMT) was outdated and unintuitive, making it difficult for Equity Miners to identify and act on viable sales opportunities. The tool needed to support a fast-paced, sales-driven workflow—helping users quickly surface promising opportunities, contact customers, and convert interactions into valuable leads. However, cluttered data, poor prioritization, and a lack of mobile responsiveness were hurting efficiency and usability.
RESEARCH
User Interviews & Observations:
To understand the Equity Miner’s workflow, we conducted interview sessions at local AutoNation dealerships. We observed how users interacted with the existing EMT interface and asked targeted questions about their pain points and needs.
Key Insights:
Equity Miners want to quickly identify opportunities where a customer’s monthly payment could be lowered or positive equity exists.
The users indicated that not enough information was being shown up front, making it difficult to identify leads at a glance.
Users needed a clear path to contact customers, log interactions, and create leads—but the current process was disjointed and slow.
Device Usage:
The EMT is designed exclusively for desktop and laptop use within AutoNation stores. This software is intended to support desk-based workflows where users can view and manage multiple data points at once without needing mobile access.
DESIGN PROCESS
Define Objectives:
Help users quickly identify the most promising leads.
Reduce cognitive overload.
Improve the speed and clarity of customer contact workflows.
Sketching & Wireframing:
Early wireframes tested layout hierarchies that surfaced high-value opportunities first. Wireframes focused on modular content blocks, allowing users to scan essential info at a glance.
Prototyping:
High-fidelity prototypes were developed with a responsive design mindset. We iterated rapidly based on user feedback, with a focus on minimizing steps to contact customers and create leads.
User Testing:
We tested click-through prototypes with Equity Miners in real-world settings. Feedback informed adjustments to layout density, labeling, and filter functionality.
DESIGN SOLUTIONS
1. Opportunity Dashboard:
A redesigned dashboard prioritizes leads based on equity, payment reduction potential, and recency of service. Color-coded indicators and clear visual hierarchy help users scan opportunities in seconds.
2. Quick-View Cards:
Opportunities are presented as condensed, scannable cards showing:
Current vs. potential monthly payment
Equity status
Vehicle/service history
Users can click to expand for full details or take immediate action.
3. Action Bar:
A persistent action bar allows Equity Miners to:
Contact the customer (call/text/email)
Log the interaction
Convert the opportunity into a lead
4. Smart Filtering:
Filters allow users to isolate conquest opportunities, view only positive equity cases, or sort by potential payment drop. Empty data sets (like some Conquest records) are clearly labeled with fallback guidance.
IMPLEMENTATION
The redesign was implemented in collaboration with AutoNation’s internal engineering team. A phased rollout allowed us to monitor adoption and gather feedback from real users in the field.
We utilized a modular component system to ensure scalability across different dealership sizes and workflows. The front-end was built using responsive best practices and integrated seamlessly with AutoNation’s internal lead management systems.
RESULTS
- Lead Conversion Rate Increased
Equity Miners were able to act faster on high-value opportunities, leading to a noticeable bump in qualified leads. - Time to Identify a Lead Decreased
With clearer visuals and smart sorting, users reported spending half as much time identifying which opportunities to pursue. - User Satisfaction Up
Post-launch surveys indicated a significant improvement in overall usability, particularly around layout clarity and speed of use.
REFLECTION
Redesigning EMT showed the importance of designing for clarity and focus in internal tools. The original product tried to surface too much data too quickly, which overwhelmed users instead of empowering them.
By working closely with real users and designing around their core goals, we created an experience that delivered measurable business value and meaningful improvements in workflow.
Description
AutoNation
2018
Internal Lead Generation Tool Redesign