Redesigning Sales & Service Experience for Mahindra Tractors
Improving usability and operational visibility across 12+ dealer personas
A System Built for Data,
Not for People
Mahindra's dealer management platform served 12+ user roles across sales, service, and finance — but was designed around database tables, not user workflows. Field teams struggled with a system that required extensive training and still led to frequent errors.
Low adoption rates were directly impacting sales productivity. Dealers were reverting to spreadsheets and phone calls, creating data silos that made regional performance tracking nearly impossible.
Navigation was deeply nested, with critical actions buried under 4-5 levels of menus. The same task required different paths depending on user role, with no consistency in interaction patterns.
Designing for 12+ Personas Across the Dealer Ecosystem
Salesman
Field sales executive managing daily leads, follow-ups, and customer visits
Dealer Principal
Dealership owner overseeing all operations, P&L, and strategic decisions
Territory Manager
Regional lead managing multiple dealer networks and performance targets
Service Advisor
Post-sales support coordinating service requests and workshop scheduling
Sales Manager
Team lead responsible for sales targets, pipeline management, and team performance
Finance Executive
Handles loan processing, documentation, subsidy tracking, and approvals
Spare Parts Manager
Manages spare parts inventory, procurement, and order fulfillment across dealerships
Service Technician
On-ground technician performing repairs, installations, and maintenance at dealerships
Accounts Manager
Manages dealership accounting, invoicing, payments, and financial reconciliation
CRM Executive
Handles customer relationship management, follow-up cycles, and retention workflows
Logistics Coordinator
Coordinates tractor delivery scheduling, transport tracking, and PDI processes
Regional Head
Senior leadership overseeing multiple territories, dealer performance, and market strategy
From Chaos to Clarity — A Structured Design Process
Research
Stakeholder interviews, field visits, and heuristic evaluation of the existing system
Problem Mapping
Affinity diagrams, journey maps, and pain point prioritization across personas
System Design
Information architecture, navigation framework, and component system definition
Prototyping
High-fidelity interactive prototypes with real data scenarios and edge cases
Iteration
Usability testing, stakeholder reviews, and iterative refinement cycles
Targeted Interventions That Moved the Needle
Complete Process Flow Redesign
Redesigned end-to-end process flows for sales, service, and spare parts — optimizing every step from lead capture to delivery and after-sales support.
Unified Sales, Service & Spares Platform
Combined three previously siloed systems — sales, service, and spare parts — into a single integrated platform, eliminating redundant workflows and data duplication.
On-Site User Research & Empathy Mapping
Conducted on-site research by visiting dealerships across regions, understanding real-world workflows, mapping user challenges through empathy maps, and co-creating solutions with stakeholders.
MoSCoW Prioritization Framework
Applied the MoSCoW method to systematically prioritize features and interventions — ensuring critical dealer pain points were addressed first while managing scope across releases.
Data-Driven Analytical Dashboards
Designed comprehensive dashboards with real-time analytics, role-specific KPIs, pipeline visibility, and actionable insights for every persona from salesman to regional head.
Navigation Overhaul
Built a role-adaptive navigation system that surfaces the most relevant modules first — reducing average task completion from 8 clicks to 3 and eliminating deeply nested menu structures.
Optimized Service & Installation Workflows
Streamlined the tractor installation process from 14 steps to 6, and redesigned service tracking with end-to-end lifecycle management, technician assignment, and status visibility.
Stakeholder-Aligned Solution Design
Facilitated collaborative workshops and discussions with cross-functional teams to validate solutions, align on priorities, and ensure the redesign met both business goals and user needs.
The Screens
Measurable Outcomes
From Legacy Burden to Competitive Advantage
What began as a UI refresh evolved into a complete reimagining of how Mahindra's dealer network interacts with technology. By centering every decision around real user workflows — observed in the field, validated through testing — we transformed a system people avoided into one they actually rely on.
The redesigned platform now serves as Mahindra's primary sales and service tool across dealerships nationwide, proving that enterprise UX doesn't have to mean compromising on usability.