Guided Selling
Guided Selling
Background
SAP's Cloud for Customer allows Sales Reps to work on the leads, convert them to Opportunities, Quotes and Orders. In the existing experience, Sales reps have to work in silos where they lack visibility of overall deal, account details, contacts and they have to work with Sales Managers to get guidance and recommendations.
For Sales reps to work smarter and faster, introduce guided Selling which will allow them to,
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Close deals faster and provide best customer experience
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Provide actionable insights to help progress and close deals
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Improve data quality and get accurate recommendations and predictions
My Role
Design Leader
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Collaborate with stakeholders and cross-functional team (Service Cloud Product managers) to identify business goals, user goals and product roadmap.
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Facilitate brainstorming sessions.
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Lead design direction & execution of end-to-end user experience (design team included 1 ux designer and 1 visual designer)
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Represent design to leadership during various reviews and communicate feedback/information with the team.
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Deliver click through prototype
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Conduct usability testing
Business Goal
Build and Deliver Guided Selling solution that helps Sales reps and Sales manager to meet their target and close the deal by
1. Improving sales effectiveness
2. Providing easier onboarding using smart assist
3. Providing value based selling using contextual recommendation.
Challenges
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Reorg - Internal reorg and leadership changes affected the project strategy.
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Change in the project scope - Project scope changed from time to time.
Define
Understanding business goals, User goals, Competitors
I conducted a Surveys and user interviews to gain a better understanding of our users, their behaviors and understanding day-to-day activities. Based on the interviews, I created the Sales rep and Sales Manager persona and created a journey map.
Personas
Journey Map
User Pain Points
Based on our understanding the product and gathering valuable insights from key stakeholders, we identified major issues in the flow like,
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Transaction oriented design of separated Leads, Opportunities& Quotes leading to siloed information
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Activities proposals have limited flexibility and discoverability
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Primarily oriented for logging and reading information, without offering guidance to the user
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Lack of automation
Existing Designs
Competitive Study
Key Design Concepts
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Sales Phase Indicator
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Kanban View
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Activity Timeline
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smart Insights
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Activity Recommendations
User Goals
After conducting surveys, analyzing existing designs, and doing a through competitive research, we defined the key user goals as,
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Access to the sales phase
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Viewing the deals by sales phase
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Access to all the activities in the deal
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Ability to receive smart recommendations on the go
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Access to quick create e.g. Deal, Contact or an account without loosing the context.
Initial Designs
Our design focused on making the Guided selling application more intuitive & efficient to a Sales reps and managers through simplified navigation, streamlined tasks, visualizations and a more modern palette and aesthetic style. We conducted brainstorming sessions with team members (Designers, Product Manager etc. ) to create concepts and map out information architecture. The conceptual designs were tested with sales reps and sales managers for improved task flows & designs.
Prototype
Updated Designs
Gathering feedback internal reviews we enhanced the designs by optimizing the workspace and introducing process driven interaction flow.
Current (Final) Designs
Gathering feedback from usability testing and internal reviews with business executives, we decided to go through changing the layout and the visual design.
Kanban View
Opportunity Details
Create Activity
Prototype
Usability Testing
We conducted Usability testing on the prototype. Goal was to
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Understand how sales reps will use the guided selling feature for to day to day sales flows.
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Assess usability of proposed actions to see how useful its to the sales reps
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Assess relevancy and usefulness of content on Kanban screens, and various facets in phases of guided selling.
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Assess how sales reps like the UI and Look and feel of the feature.
Research Method
One-on-one in-depth interview conducted through www.usertesting.com .
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The users were given 12 different tasks based on day to day scenarios faced by Sales Reps.
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The user testing was carried out for 2 weeks.
Participants
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A total of 9 participants Sales representatives or Sales Mangers who have at least 2 years of experience. They are actively involved in sales process and use CRM on a regular basis.
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They work at medium to large enterprise B2B/ B2B2C companies based in the US.
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They use various CRM products at least few times a week.
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They are also involved in pricing and quoting process in the sales flow.
Findings
