UX Case Study
Verizon SALES PIPELINE on Salesforce cloud.
Verizon Wireline focused on integrating it’s Presales pipeline on Salesforce Platform as a service (paas). Salesforce is a cloud computing CRM (Customer Relationship Management) tool.
As a product designer, I had full UX Design ownership and responsibility for Verizon wireline’s subscription presales pipeline solution. At initial requirement gathering it quickly became apparent that we needed to be in cloud computing platform as all customer accounts status needed to be addressed 24/7 at all access points.
Why was the old application underperforming?
The Verizon’s wireline Presale transactional (screenshot above) had following challenges:
o Too complex User Experience with huge cognitive stress on figuring out the current status.
o Too many details which were not necessary required for day to day transactions.
o For new Technical Assistants TAs and business partners the learning curve was aggressively high.
o No ability to drive a deal end to end with predictable or proactively address delay in the presale process.
Research and Defination
Capture user behavior, pain points, motivations, and needs from contextual inquires. Form logical groups. Map out product features for each group to identify gaps, opportunities and new features.
Ethnographic interview findings and insights
o Lack Transparency of Opportunity Life cycle; sales doesn’t know where in the factory is the opportunity.
o No end-to-end visibility; sales needs to access multiple systems, emails and chats.
o Delays in providing timely updates to customers; impacts ability to manage customer expectations.
o Revenue realization delays and unproductive sales time; billing delays, time spent on status checks.
Discovery to developing personas, journey maps, sales pipeline and comparative studies
o Persona (name, gender, age, demographic, marital status, brief current related likes and dislikes, goals and needs).
o Groups’ different entry point to the sales pipeline.
o User Tasks: Consolidated all the users’ task.
Ideation – Translating Insight Concept into Design
” Brainstorm with key business representatives to finalize the sales pipeline steps and consolidate many sales pipeline items. It was brought down from 14 to 8 steps). ” 5-Day Workshop – Live share Wireframe Design with stakeholders ” I analyzed thought process and obtained great insight with their inter departmental matrix. ” Sales Time Savings – Focus on selling rather than chasing an opportunity through the factory. ” White’ Space Reduction – Visibility, transparency, alerts aid in reducing road blocks. ” Drive Accountability – Easy identification of who has the opportunity. ” Ease of Commerce – Accessible with a few clicks, eliminating the need to accessing multiple systems. ” Better customer experience – Ability to manage customer expectations ” Set Sales Pipeline’s Key performance indicator (KPI) – o Funnel Drop of rate o Closing ratio o % Revenue from new business ” Instant Status – A quick at a glance status dashboard for sales executives. ” Brought Deal status from 60 minutes or more to 5 minute.
Why was the old application underperforming?
