Modern Retail Suite: Compressing the Vehicle Purchase

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.

At the center of the client’s Modern Retail Suite sat the CRM, where every buyer interaction was captured, scored, sequenced, and turned into a recommended next action. The client wanted to compress a two-hour in-store transaction to thirty minutes, which meant the CRM had to absorb high-volume buyer traffic without lag. Equally important, salespeople needed to keep the state of a deal consistent as it moved across the storefront, the Finance and Insurance (F&I) menu, and the e-signature process.

Taller designed the CRM interface and the adjacent sales-flow components inside the Modern Retail Suite. The approach was persona-driven, mapping the distinct needs of the salesperson, the F&I officer, and the buyer against the single shared record of the deal that the Suite maintained, and validated through high-fidelity prototyping and iterative usability testing on the company’s design system. Part of the Taller team contributed directly to the CRM product and went on to work on the Connected Communications Platform (CCP), which integrated with the CRM and anchored the company’s broader Modern Retail initiative.