User-Driven Design Recommendations

Optimize an underperforming Salesforce platform to improve workflow efficiency and align functionality with user needs.

challenge.

The existing Salesforce platform did not effectively support critical workflows, including lead generation, order creation, and invoicing. Users faced:

Redundant steps and data inconsistencies.
Complex navigation slowing productivity.
Limited access to key tools and streamlined processes.

The company needed a strategy to align Salesforce functionality with real-world business needs and user expectations.

Research Approach

Conducted 10 to 15 role-based user interviews and workflow testing with Sales Representatives, Customer Sales Representatives, and Sales Operations teams.
Simulated real-world tasks (e.g., lead creation, opportunity tracking, invoicing) to observe user pain points and inefficiencies.
Synthesized findings into personas, journey maps, and prioritized feature recommendations.

Solutions

Simplified Navigation: Recommended an intuitive structure to reduce redundant steps and streamline data entry.
Validated Successful Features: Scaled effective tools like quick client data access and simplified order summaries across workflows.
Error Reduction: Proposed tools for consistent product code management and accurate invoicing.
Prioritization Framework: Delivered a Value vs. Effort Graph to focus on high-impact, low-effort improvements.

Key Insights

Navigation Challenges: Users struggled with complex workflows, redundant steps, and scattered tools.
Workflow Gaps: Data inconsistencies and input redundancy created inefficiencies in lead-to-invoice processes.
Validated Strengths: Certain features, like intuitive order summaries, worked well and could be scaled.
Role-Specific Needs: Sales teams required streamlined lead tools, while operations teams prioritized data accuracy and product configuration.

Outcomes

Delivered a Key Insights Document outlining targeted recommendations to optimize Salesforce workflows.
Improved productivity by addressing pain points and streamlining processes for critical tasks (lead generation to invoicing).
Aligned Salesforce capabilities with user needs and business goals, ensuring a scalable and efficient platform.

from insights to intuitive design.

Sales Representative

Focus: Lead generation, account management, and opportunity tracking.

Key Challenges: Managing client data efficiently, progressing deals quickly, and visualizing sales pipeline stages.

Key Requirements

Streamlined lead capture tools.

Centralized account management for ongoing engagement.

Clear visualizations of sales stages and interactions.

Customer Sales Representative

Focus: Managing client relationships and transactions.

Key Challenges: Accessing product details and managing order processes seamlessly.

Key Requirements

Instant access to product codes and specifications.

Seamless retrieval and confirmation of order details.

Tools for inquiries and follow-ups to support client relationships.

Sales Operations

Focus: Data accuracy and efficient sales transitions

Key Challenges: Maintaining consistent records and managing product configurations efficiently.

Key Requirements

Tools for accurate, up-to-date data.

Consistent product code management.

Error-free invoicing tools to ensure smooth transactions.