We designed an enterprise application for Sales team that integrates all essential tools to streamline their workflows.
The sales team faced difficulties as they used multiple tools for different tasks, increasing their workload and delayed operations.
Streamline the sales team's workflow by consolidating essential tools to eliminate unneccesory steps to complete their tasks?
User interviews
Prototyping
Rapid usability testing
Continuous improvement efforts
Product Designer (me)
Product Manager
Front-end and back-end Engineers
Sales team(users)
25M
Global customers
1000+
Successful retail stores
30%
Faster sale cycles
40%
Reduced lead time
Analyze sales data
Manage conversations using AI
Create sales reports
Customize widgets
User Interviews
User Flows
Design workshops
Wireframes
Usability testing
Developer Handoff
Data complexity
We received large data sets from different sources from stakeholders. It was difficult to understand the complex interaction of the data we received.
Overcoming the challenge
Design systems to maintain consistency
Conduct design workshop with users
Changing priorities
Overcoming the challenge
Inform design decisions at all stages
Doing possible trade-offs
A/B testing
We conducted user interviews with Sales team to understand the how the product reaches to the end customer.
We found out services are designed to enable small local cities and rural counties leverage software and technology.
-VP of Sales team at Firstcry.com
We conducted 20+ interviews to understand how the tasks of stakeholders are corelated with the help of actor and actants.
Users have to integrate different apps for understanding analytics, manage conversations, and meeting in order to crack deals and make decisions.
-Firstcry.com retail store owner
We created multiple user flows based on user journey mapping. This approach helped us creating user-centric design.
We segmented the tasks performed by sales team to measure the success of the sales team.
Negotiating deals with retail partners
Meeting sales target by selling products with reasonable price.
Reducing stock levels
Coordinating orders and tracking stock levels to make marketing decisions.
Maintaining strong relationships
Understanding retail partner's needs to provide them best service.
Business growth decisions
Identifying potential business opportunities to pitch new products.
User Flows
User flow for how clerks update rate tables.
Pain points + Identifying patterns
Repetative tasks
This is consuming productive time of the sales and their resources of the company.
Manually tally data to create reports
This increases the risk of errors due to manual calculations.
Manually replying to all questions
This is causing communication gaps between stakeholders.
Delays in inventory management
This is increasing the lead time without proper records.
Hybrid Card Sorting + Internal Reviews
We wanted to simplify primary tasks of the sales teams: Manage new orders, connect with retail partners.
Hybrid card sorting enabled participants to categorize cards into predefined groups while also giving them the freedom to create new categories if they felt necessary.
Creating cohesive interface across all applications
We employed an iterative design framework to continuously improve our information architecture based on feedback from design parteners.
It helped us maintain consistency in the call-to-action buttons, sorting filters, and onboarding ensuring a cohesive user experience across multiple applications in the ecosystem.
Screenshot of information architecture for filters in the dashboard
Low Fidelity Wireframes + Feedback Loops
Our design critique sessions involved 3 stages. We collaborated with product teams and engineers to understand technical feasibility.
Continuous feedback sessions were conducted with stakeholders and internal teams to ensure the design was seamless and addressing user needs.
We gathered constructive feedback, allowing us to refine the design concepts in early stages.
This saved development costs by addressing potential issues even before moving to the development phase.
User Centric
Approach
Reduced Number
of Clicks
Consistency in
Design Language
Improved
Efficiency
Identify areas for further enhancement for continuous improvement of the product.
Get feedbacks from sale team to understand further requirements.
Cross-functional collaboration
Collaborating with multidisciplinary teams help understanding technical constraints is crucial in solving complex problems.
Scalable design systems
Scalable design systems helped us maintain consistency across all the 6 applications we designed for stakeholders.
