How V12's E-Commerce Strategy for Selling Data is Transforming the Self-Service Industry

Home
Case Study
How V12’s E-Commerce Strategy for Selling Data is Transforming the Self-Service Industry

Product Design

How V12’s E-Commerce Strategy for Selling Data is Transforming the Self-Service Industry

Yinnette Olivo

Lead User Researcher

This UX case study delves into how V12’s innovative B12 product platform and self-service data marketplace are revolutionizing customer interactions and data purchasing behaviors, setting new standards in the digital marketplace.

The Vision

The V2 Data Marketplace envisions empowering automotive service providers with unparalleled access to precise, actionable vehicle and service data. By enabling customers to create custom queries and purchase tailored datasets, we aim to revolutionize how auto chains and service shops manage and leverage data. Our marketplace is designed to be a one-stop solution for data acquisition, ensuring that our clients can efficiently optimize their operations, enhance customer service, and drive business growth through data-driven insights.

Primary / #3316C4

Secondary / #0077FF

Info / #01C7FF

Accent / #3316C4

Neutral / #F1F0F5

The Challenge

Working on the V2 Data Marketplace project, the biggest challenge was translating written requirements into a tangible design, especially for complex features like the custom query functionality. Without clear visual references, it was difficult to envision how users would interact with the data. Gaining access to the database and collaborating with engineers allowed me to visualize and design these features, overcoming the hurdles of abstract requirements.

The Task

Deliver V12 Data product team a set of visual designs for the self-service data marketplace where customers can buy & manage automotive customer data-sets.

The Results

By overcoming the initial challenges, I successfully designed a user-friendly custom query feature and other critical components, such as order archiving and account management, contributing to a robust and intuitive data marketplace platform. This experience leveraged my e-commerce background while pushing the boundaries of my design capabilities.

Product List

Product Details

Quick Query

Order Preview

Shopping Cart

Checkout

Confirmation

Order Review

Hire me and start your journey to a better product experience!

What is Yinnette's background history and education?

I am a user experience researcher, product strategist, and design leader with a focus on enterprise service design. With 24 years of experience, I began my career as an engineer and transitioned into digital product design, eventually specializing in product strategy and user experience research, where I’ve been for the past 14 years.

Tell me about her area of expertise.

My expertise lies primarily in enterprise environments, often working on the agency or service design side. I’ve focused on developing internal productivity and efficiency products, such as hiring solutions, HR systems, and employee resource repositories. My user base has predominantly been employees within these organizations. My skill set includes developing comprehensive solutions for new product rollouts, company pilots, product improvements, and digital transformations for existing solutions, serving user bases of up to 100,000 or more.

Does she have any formal training or certifications?

I studied Web Design then Visual Communications at the International Academy for Design and Technology based in Tampa. I have a certification in Design Thinking from the Luma Institute. I received formal training in Six Sigma and hold a Green Belt certification from The New York Times and PM1 from Cardinal’s Agile Program.

What is her process for discovery and design on new/existing products?

My process involves independent research, participant recruitment, session planning, design thinking workshops, focused ideation sessions, wireframing, and creating high-fidelity designs. I also support product owners in feature refinement and collaborate with engineering teams to QA the experience, ensuring the features align with my research and business requirements.

Most recently, I worked at Discover but was laid off earlier this year due to Capital One’s acquisition of the company. I am now seeking my next opportunity, ideally in service design, which is my passion. I am excited to find a company where I can continue to make a lasting impact.

Tell me about her most recent role.

Most recently, I consulted for a startup called Muzes. At Muzes, I joined the team as the Director of UX to lead their UX team, which grew into having a much larger role and leading product strategy. Muzes is an AI-assisted generative procurement platform, akin to LinkedIn for procurement. Procurement teams can generate extensive questionnaires for their suppliers, who create profiles and respond to these questionnaires. The platform uses AI, including sentiment analysis and LLMs, to grade and score the responses.

I made significant contributions to the product strategy, assisting the engineering team and stakeholders in documenting all features. I conducted extensive research with design partners and discovered that the product being built was quite different from the original plan. I helped realign the entire team with the new product direction and led the design team in creating a custom design system that matched the new goals. I also helped engineering focus on delivering a more attainable MVP.

Yinnette.

Product Design