Driving Customer Experience, TrueCar [FutureStack16]
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Driving Customer Experience Speaker: Tommy McClung, CTO, TrueCar
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Driving Customer Experience, TrueCar [FutureStack16]
- 1. Driving Customer Experience Tommy McClung, CTO, TrueCar
- 2. Building great customer experiences starts by building great technology
- 3. CONFIDENTIAL & PROPRIETARY Software Engineer Technical Sales Engineer Founder/VP Engineering CEO of CarWoo (YC backed) VP Product Management VP SW Engineering CTO of TrueCar A little about my career and why I keep coming back to tech @tommymcclung on Twitter Make something people want
- 5. CONFIDENTIAL & PROPRIETARY 5 Dealers and OEMs Spend Billions of Dollars Marketing to Consumers 3CONFIDENTIAL & PROPRIETARY 17 Million New Vehicles Sold 35+ Million Addressable Used Vehicles $51B+ OEM Incentives Spend (~$2,900 per car) $350+ Billion Transaction Value $550+ Billion Transaction Value $9B+ Dealer Advertising Spend (~$600 per new car) $20B+ OEM Advertising Spend (~$1,200 per new car)
- 6. CONFIDENTIAL & PROPRIETARY 6 Car Buying is a Complex, Task-Oriented Process 4CONFIDENTIAL & PROPRIETARY
- 7. CONFIDENTIAL & PROPRIETARY 7 TrueCar is Clean and Easy to Use 5CONFIDENTIAL & PROPRIETARY Upper Funnel (Publishing Approach) Vs. Note: All screen shots taken as of 9/22/16 for a new BMW 3-series (Transaction Approach)
- 8. CONFIDENTIAL & PROPRIETARY 8 6 TrueCar’s Unique Lower Funnel Experience 2. TrueCar Presents Local Market Pricing 1. Consumer Configures the Car They Want 3. Upfront Prices on Actual VINs Local TrueCar Price Curve Lets Consumers Know What Their Neighbors Paid Consumers Select and Build Their Desired Vehicle TrueCar Certified Dealers Provide Consumers with Competitive VIN- Specific Advanced Pricing
- 9. CONFIDENTIAL & PROPRIETARY 9 TrueCar & Its Affinity Sites Reach More Real Car Buyers Than Any Other Site 7 Source: J.D. Power and Associates 2016, New Autoshopper Study (NAS) Base: AIUs Q9: Please indicate which of the following third-party websites you visited on any device before purchasing your vehicle. (1) Includes affinity partner not yet publically announced Overall Third-Party Site Visitation by AIUs Indicates a statistically significant point difference at 90% confidence interval. CONFIDENTIAL & PROPRIETARY Ppt. Difference from2015 11 0 -2 -1 2 -4 0 0 0 0 0 13% 3% 4% 4% 8% 9% 11% 14% 18% 32% 40% 57% CarGurus eBay Motors Yahoo! Autos Craiglist CARFAX NADAguides Autotrader.com CostcoAuto.com Cars.com Edmunds.com Kelly Blue Book TrueCar + Affinity Sites (1)
- 10. CONFIDENTIAL & PROPRIETARY 10 TrueCar’s Unique Business Model Provides a Competitive Advantage 9CONFIDENTIAL & PROPRIETARY Consumer Acquisition Strategy TV Radio Digital Exclusive Affinity Partnerships Consumer Brand & Affinity Partner Brand Halo • Closed Loop Accountable Business Model • Regulatory Compliance Strategy in all 50 States • 12,699 TrueCar Certified Dealers (Franchise and Independent Dealers) • Unique Monetization Strategy Pay Per Sale Subscription OEM Targeted Incentives Trade Additional Barriers to Entry
- 11. Run Fast and Break Things Works Until It Doesn’t 1
- 12. CONFIDENTIAL & PROPRIETARY K 2K 4K 6K 8K 10K 12K 14K K 10K 20K 30K 40K 50K 60K 70K 80K Sales Dealers Acquired TrueCar History and Major Milestones 12 5K Dealers ZAG.com Founded Launched Launched Launched TrueCar IPO Launched Launched (Aug) 10K Dealers 12.6K Dealers 1M Sales 2M Sales 2.8M Sales100K Sales Highest ranked 3rd party auto site Launched Launched Launched Launched Launched (Sep)
- 13. What a platform that inhibits innovation looks like… 1
- 14. CONFIDENTIAL & PROPRIETARY LS SP DPS TCDC 11 devs MPP 5 devs PyMPP 3 devs Used 2 devs Dealer Portal 7 devs Mobile Apps 14 devs MSP 1 dev Custom databases Custom databases Databases (over 100) It’s not working anymore…
- 15. CONFIDENTIAL & PROPRIETARY Dev 2 Dev 3 QA 2 QA 3 • Complex dependencies • Quality control a challenge • Slow release cycles • Stomping on toes Environments are the bottleneck
- 16. CONFIDENTIAL & PROPRIETARY Opaque! – Traversing the Performance Tools Web 16
- 18. Let’s focus on building great tech platform Then we can focus on building great car buying products 1
- 19. CONFIDENTIAL & PROPRIETARY Focus on building great car buying products • Stop managing hardware and infrastructure – focus on what we’re good at • Continuous Integration and Deployment – iterate quickly • Proactive awareness of issues – know before it breaks • Unified toolsets, languages and processes – unify the team • Simplify the technology stack – make it easier to build things • Dashboarding, monitoring and alerting as a core principle of managing the ecosystem • Feature Flagging + A/B tests built into the platform – test everything What does the platform that will enable that look like?
- 20. CONFIDENTIAL & PROPRIETARY 20
- 21. CONFIDENTIAL & PROPRIETARY What is Capsela? 1. Move applications and infrastructure to AWS with ephemeral development environments 2. When moving them, re-write them with a modern, modular approach to building web apps 3. Unify our technology stack and get our resources all contributing to a common code base 4. Make data easily accessible to our applications and our organization 5. Full scale monitoring embedded in platform and alerting with developer accountability 6. Continuous integration and deployment with fully automated test infrastructure 21
- 22. CONFIDENTIAL & PROPRIETARY Ephemeral development environments (Spacepods) • Fast release cycles • High quality releases • Repeatable development process Dev 150 AWS - Spacepods QA 150 • Removes resource contention, higher quality SW, continuous development
- 23. CONFIDENTIAL & PROPRIETARY SpacePods – TrueCar Deployments to AWS • Docker to power applications • Platform built fully on Amazon Web Services • Packer, Vault and Terraform • Reproducible infrastructure to build TrueCar • Continuous deployment framework • All Pods and all applications monitored by New Relic • Pager Duty for alerting, alerts posted to developer Slack Channels (double make sure)
- 24. CONFIDENTIAL & PROPRIETARY What is a Pod?
- 25. CONFIDENTIAL & PROPRIETARY SpacePods – Continuous Deployments and AWS Pod builder
- 26. CONFIDENTIAL & PROPRIETARY SpacePods – Continuous Deployments and AWS Pod builder
- 27. CONFIDENTIAL & PROPRIETARY Unify our technology stack into modular components Unified ABP Application Services Dealer Portal Mobile Data Models Consumer, Dealer, Pricing, Vehicle, Leads, DSA, Offers, Used, Messaging, Alerting Data Sources PostgreSQL, ES, Hadoop, Redis 3-4x product velocity, transferable resources, get out of the infrastructure biz, build once across all programs Pod (AWS) Admin Messaging (email/sms/ push) Events (Pub/sub) Battery Pack Style Guide Admin Admin
- 28. CONFIDENTIAL & PROPRIETARY Universal Rendering – Initial Request 28
- 29. CONFIDENTIAL & PROPRIETARY Universal Rendering – Subsequent Requests 29
- 30. CONFIDENTIAL & PROPRIETARY Full feature flagging/a-b testing with Launch Darkly 30
- 31. CONFIDENTIAL & PROPRIETARY Alerting with New Relic/Slack/PagerDuty 31
- 32. CONFIDENTIAL & PROPRIETARY Gaining visibility into the system… marking deployments 32
- 33. CONFIDENTIAL & PROPRIETARY React Monitoring with New Relic Browser 33
- 34. CONFIDENTIAL & PROPRIETARY Dashboards everywhere 34
- 35. Let’s Launch This Thing! 3
- 36. CONFIDENTIAL & PROPRIETARY Let’s launch this thing! 36
- 37. CONFIDENTIAL & PROPRIETARY That’s not good… 37
- 38. CONFIDENTIAL & PROPRIETARY That’s not good… 38
- 39. CONFIDENTIAL & PROPRIETARY It’s DNS! 39
- 40. CONFIDENTIAL & PROPRIETARY Actually turned out to be an issue with Docker and DNS 40
- 41. CONFIDENTIAL & PROPRIETARY JS Errors Gone Wild – post mortems and alerts 41 Form validation logic broken
- 42. CONFIDENTIAL & PROPRIETARY External view of performance - Synthetics 42
- 43. CONFIDENTIAL & PROPRIETARY Monitor what’s important – some insight into Insights 43
- 45. CONFIDENTIAL & PROPRIETARY Takeaways • Know your core competency • Making what people want starts with a platform that enables it • Build your systems to enable iterating quickly • Simplify everything… make it so anyone in the company can deploy code • Instrument and monitor everything • You might have to start over from scratch, we did with Capsela 45
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