Vinci Autoroutes CRM
- 24 Oct 2025
Duration | 9 months (2018)
Vinci Autoroutes is responsible for maintaining most of French highways. They also market toll badges under the Ulys brand.
When a customer calls about their toll badge or account, advisors handle the case. Over 200 advisors serve millions of subscribers. To respond to requests, they have a suite of tools at their disposal: CRM, mapping tools, knowledge base, etc. I was asked to discover what well and wrong, analyse the opportunities. Because of users complaints, technical limitation and external legal factors they were asking wether or not they had to rebuilt their suite of tools from scratch or buy an on-shelf solution.
First part was then to advise on the strategy and planning.
I then started with Discovery, I conducted a series of internal interviews with top management to get a picture from the inside. What was the stakes, what were their personal opinions, doubts and what were they awaiting from this project ?
The field study lasted a month during which I visited 7 locations across France. My mission was to understand the advisor’s role and their challenges. I also covered different roles including supervisors, accounting & complaints departments.
They had multiple tools, many different aspects to their job and a myriad of process to grasp. I documented all of it by asking many questions, taking notes and pictures and keeping track of my observations daily.
After the fiel study I created and shared through a report with all stakeholders where I could explain my findings. We then prioritised each painpoint and looked into potential solutions for which I did some quick wireframes. Finally the developers did their estimation and the director of Digital Products arbitrated that it would be better to rebuilt the CRM tool from scratch.
A glimpse of the recommendation :
- Tools had to better assist users in their daily tasks,
- consolide information across different tools,
- improving the ergonomics for better readability and faster actions,
- optimising processes,
- reduce the information clutters irevelant data / information.
Many UI screens were delivered and I helped developers to kick start the developments.
The mapping tool is used by traffic officers. Customers and non-customers call for various reasons. To report an incident or object on the highway, to request traffic information. I did an expert audit of it I conducted interviews to get a deep understanding of how they used the tool, turned out they were partially using an analogue tool because this one was uncomplete and it took them too long to arrive to the needed information.
I then once more shared the findings with all stakeholders and delivered recommendation an UI screens of how should the tool be updated.
