PROBLEM STATEMENT:
Sales employees faced the challenge of lacking a single platform for planning, collaborating, and creating schedules for potential sales with clients. Additionally, there was no centralized location providing insights into post-sale activities, tracking, and order performance.
RESULTS:
- Reduction in SLO from various to 48 hours
- Increased proposal conversion by 30%
- Reduction from 14 tools to 5
- Campaign recap data available within 24-48
The Process
This endeavor encompassed three months of extensive research, including interviews, shadowing, usability assessments of current tools, and time and motion studies. We also conducted competitive intelligence analysis and usability testing to validate ideas. Additionally, we assessed the current suite of applications, which ranged from pre-sale proposal creation to post-sale order revisions, creative asset management, and trafficking.
Our approach revealed a challenging and disjointed user experience, leading to frustration among employees and lower sales due to administrative tasks. Key issues included inconsistent use of basic components (such as navigation, notifications, and saving), lack of scalability, multiple handoffs and wait times, descriptive taxonomy, unintuitive use of color, and vague iconography. These findings significantly influenced the proposed and tested solutions.
Research Data and Capabilities
J2BD-Persona
Local AE (Primary) Journey Map
Designs After Several Iterations
With a complex workflow, our primary design focus was on responsive web design for desktop and tablet interfaces. However, our research revealed potential mobile capabilities that could benefit our sales teams, particularly in capturing initial campaign data while in the field for completion at a later time.
Web Based Desktop App
Limited Mobile Capabilities
Iterations and Wires
Future Features
Through months of research, we developed a comprehensive inventory of roles spanning across various domains. We identified primary roles such as Front line AEs, who serve as the front door to revenue generation. Additionally, we recognized secondary roles including digital specialists, traffic managers, creative designers, and back-office personnel, who support the primary roles in fulfilling client needs.
Based on this understanding, we proposed to the business the concept of creating an entire ecosystem of apps with a centralized entry point. This initiative aimed to enhance sales, improve the employee experience, and reduce reliance on emails and handoffs.
