Automotive & Dealer Technology · Dealer Commerce Operating Layer
Dealer Commerce Operating Layer: API Marketplace and Open API Mesh
Unifying fragmented dealer touchpoints into a coherent cross-module experience
The Client · A major North American dealer-management platform
Overview
A North American dealer-management platform came to Taller in 2022, post-acquisition, with a mandate to unify a fragmented product suite. Taller embedded 18 people across UX, research, localization, and product management through 2024.
The Problem
The client’s automotive dealer experience platform had five main parts: a CRM, an API marketplace, a single sign-on application with role-based workflows, a core DMS, and an analytics product. However, these tools felt siloed and the design identity was inconsistent, with the team looking to Taller to implement a consolidated commerce operating layer with continuity in its shared visual language, interaction patterns, and role-aware information architecture.
The Solution
From 2022 to 2024, Taller implemented a new operating system through the following methodology: research-led design validated through user testing with the dealer-facing roles each module served, high-fidelity prototyping, and structured handoff to the company’s engineering teams.
The Impact
The new operating system applied across the client’s CRM, Unify, DMS, and marketplace-facing products created a more predictable and scalable delivery process. The consistent application of design standards improved the overall user experience across the platform ecosystem, replacing fragmented touchpoints with a coherent, intuitive experience that supported a commercial promise spanning over a thousand integrated partners and hundreds of billions in annual automotive commerce.
