Designing to Optimize Leads Management
Designing to Optimize
Leads Management
Designing to Optimize Leads Management
I worked on optimizing the user experience of the leads management section in Dell's Salesforce platform, a customer relationship management website which over 42000+ of Dell's sales. reps use to identify leads, find contacts, etc.
Based on the insights from my research, I proposed a redesign of the leads filter tool to help sales reps. better manage the high amount of low quality leads.
I worked on optimizing the user experience of the leads management section in Dell's Salesforce (SDFC) tool, a customer relationship management website.
Based on the insights from my research, I proposed a redesign of the leads filter tool to help sales reps. better manage the high quantity of low quality leads.
I worked on optimizing the user experience of the leads management section in Dell's Salesforce (SDFC) tool, a customer relationship management website.
Based on the insights from my research, I proposed a redesign of the leads filter tool to help sales reps. better manage the high quantity of low quality leads.
Enterprise SaaS
Enterprise SaaS
CRM
CRM
⭐️ HEAR ABOUT ME FROM MY TEAM!
⭐️ HEAR ABOUT ME FROM MY TEAM!
"Excellent demo, one of the best demos in recent times.
Sarah's ability to demonstrate the vision & purpose of her design was excellent. Would love to see her be part of the (full-time) team."
"Excellent demo, one of the best demos in recent times.
Sarah's ability to demonstrate the vision & purpose of her design was excellent. Would love to see her be part of the (full-time) team."
Puneet Aurora
Product Design Lead & Mentor
Puneet Aurora
Product Design Lead & Mentor
Puneet Aurora
Product Design Lead & Mentor
"Sarah is self-driven and a strong collaborator,
providing thoughtful suggestions and responding positively to constructive criticism."
"Sarah is self-driven and a strong collaborator,
providing thoughtful suggestions and responding positively to constructive criticism."
Tess Loh
Senior Product Designer & Mentor
Tess Loh
Senior Product Designer & Mentor
MY ROLE
MY ROLE
UX/UI Designer & Researcher
UX/UI Designer & Researcher
UX/UI Designer & Researcher
SKILLS
SKILLS
User Experience Design / User Research / Prototyping / Collaboration
User Experience Design / User Research / Prototyping / Collaboration
User Experience Design / User Research / Prototyping / Collaboration
TIMELINE
TIMELINE
8 weeks
8 weeks
8 weeks
42000+ users
using Dell's Salesforce platform to identify leads, find contacts, etc.
42000+ users using Dell's Salesforce platform to identify leads, find contacts, etc.
42000+ users
using Dell's Salesforce platform to identify leads, find contacts, etc.
83% interviewees complained that they receive a
high quantity of low quality leads.
83% interviewees complained that they receive a high quantity of low quality leads.
83% interviewees complained that they receive a
high quantity of low quality leads.
THE SNAPSHOT
THE SNAPSHOT
Identifying Quality Leads is Time Consuming
Identifying Quality Leads is Time Consuming
Identifying Quality Leads is Time Consuming
Many sales reps. have 100+ leads.
Many sales reps. have 100+ leads.
Many sales reps. have 100+ leads.
How Might We Help Users Efficiently Identify Quality Leads?
How Might We Help Users Efficiently Identify Quality Leads?
How Might We Help Users Efficiently Identify Quality Leads?
Through the redesign of the leads filter tool, sales reps can find & convert quality leads faster.
Through the redesign of the leads filter tool, sales reps can find & convert quality leads faster.
Through the redesign of the leads filter tool, sales reps can find & convert quality leads faster.
Efficient & Streamlined Filter Process
Efficient & Streamlined Filter Process
Efficient & Streamlined Filter Process
Intuitive User Language
Intuitive User Language
Intuitive User Language
Enhanced Flexibility in Filter Application
Enhanced Flexibility in Filter Application
Enhanced Flexibility in Filter Application
RESEARCH
RESEARCH
RESEARCH
At the start of this project, I conducted various research activities to have a clearer understanding of how to improve the experience of managing leads on Salesforce.
At the start of this project, I conducted various research activities to have a clearer understanding of how to improve the experience of managing leads on Salesforce.
At the start of this project, I conducted various research activities to have a clearer understanding of how to improve the experience of managing leads on Salesforce.
Heuristic Evaluation
Heuristic Evaluation
Heuristic Evaluation
40+ areas of improvement
40+ areas of improvement
40+ areas of improvement
· I audited Salesforce & provided recommendations for improvement
· I shared findings in 3 team meetings.
· I audited Salesforce & provided recommendations for improvement
· I shared findings in 3 team meetings.
· I audited Salesforce & provided recommendations for improvement
· I shared findings in 3 team meetings.
Email me for slide decks
Email me for slide decks
Email me for slide decks
User Interviews &
Usability Testing
User Interviews &
Usability Testing
User Interviews & Usability Testing
6 interviewees, 3 regions
6 interviewees, 3 regions
6 interviewees, 3 regions
· I assessed qualitative experience (e.g. issues encountered, most used/least used tools)
· I observed how users worked leads
· I assessed qualitative experience (e.g. issues encountered, most used/least used tools)
· I observed how users worked leads
· I assessed qualitative experience (e.g. issues encountered, most used/least used tools)
· I observed how users worked leads
Email me for findings
Email me for findings
Email me for findings
User Survey
User Survey
User Survey
40+ responses, 4 regions
40+ responses, 4 regions
40+ responses, 4 regions
· I focused on evaluating quantitative experience of users (e.g. satisfaction level, usability, time spent on platform, etc.)
· I focused on evaluating quantitative experience of users (e.g. satisfaction level, usability, time spent on platform, etc.)
· I focused on evaluating quantitative experience of users (e.g. satisfaction level, usability, time spent on platform, etc.)
Email me for survey responses
Email me for responses
Email me for survey responses
KEY FINDINGS
KEY FINDINGS
KEY FINDINGS
I worked with my mentor to synthesize these findings & responses into five artifacts: an empathy map, affinity map, rainbow map, user flow & journey map. We recorded pain points, user quotes & observations in the empathy & affinity maps. Then, we created a user flow and journey map to help us identify sales representatives’ journey on Salesforce that was time consuming & tedious. We also created a rainbow chart to identify whether the interview answers validated or went against our initial assumptions.
After synthesizing this research, I realized that a common area of frustration for many of the users was the high quantity and low quality of leads.
I worked with my mentor to synthesize these findings & responses into five artifacts: an empathy map, affinity map, rainbow map, user flow & journey map. We recorded pain points, user quotes & observations in the empathy & affinity maps. Then, we created a user flow and journey map to help us identify sales representatives’ journey on Salesforce that was time consuming & tedious. We also created a rainbow chart to identify whether the interview answers validated or went against our initial assumptions.
After synthesizing this research, I realized that a common area of frustration for many of the users was the high quantity and low quality of leads.
I worked with my mentor to synthesize these findings & responses into five artifacts: an empathy map, affinity map, rainbow map, user flow & journey map. We recorded pain points, user quotes & observations in the empathy & affinity maps. Then, we created a user flow and journey map to help us identify sales representatives’ journey on Salesforce that was time consuming & tedious. We also created a rainbow chart to identify whether the interview answers validated or went against our initial assumptions.
After synthesizing this research, I realized that a common area of frustration for many of the users was the high quantity and low quality of leads.
83% interviewees expressed dissatisfaction that they receive a high quantity of low quality leads.
83% interviewees expressed dissatisfaction that they receive a high quantity of low quality leads.
83% interviewees expressed dissatisfaction that they receive a high quantity of low quality leads.
Niall had 290+ leads
at the time of our interview.
Niall had 290+ leads
at the time of our interview.
Niall had 290+ leads
at the time of our interview.
UNDERSTANDING HOW SALES REPS. SORT THROUGH LEADS
UNDERSTANDING HOW SALES REPS. SORT THROUGH LEADS
UNDERSTANDING HOW SALES REPS. SORT THROUGH LEADS
To handle a high volume of leads, sales reps use information on Salesforce to evaluate lead quality based on lead age, campaign type, and account familiarity, and supplement this through external tools such as LinkedIn, Gama & Salesworks.
To handle a high volume of leads, sales reps use information on Salesforce to evaluate lead quality based on lead age, campaign type, and account familiarity, and supplement this through external tools such as LinkedIn, Gama & Salesworks.
To handle a high volume of leads, sales reps use information on Salesforce to evaluate lead quality based on lead age, campaign type, and account familiarity, and supplement this through external tools such as LinkedIn, Gama & Salesworks.
SOLUTION IDEATION + PRIORITIZATION
SOLUTION IDEATION + PRIORITIZATION
SOLUTION IDEATION + PRIORITIZATION
How might we help users manage high quantities of low quality leads?
How might we help users manage high quantities of low quality leads?
How might we help users manage high quantities of low quality leads?
Impact
How effectively can this solution manage hundreds of leads?
User Control
This solution should recognize sales reps. as professionals and incorporate sufficient user control.
Effort
How difficult will it be to implement this solution?
SOLUTION 1
Improve trust towards lead rating feature
Users currently have low trust in this feature as there is insufficient information about how leads are rated - could be a quick way to identify quality leads if it were a reliable & transparent tool
Users currently have low trust in this feature as there is insufficient information about how leads are rated - could be a quick way to identify quality leads if it were a reliable & transparent tool
Lead rating is pre-calculated for users - not a lot of user involvement in this feature
Lead rating is pre-calculated for users - not a lot of user involvement in this feature
Improving existing tool, instead of introducing an entirely new feature
Improving existing tool, instead of introducing an entirely new feature
SOLUTION 2
Improve effectiveness of
lead filter tool
Users manually sort through leads with specific identifiers in mind - an improved filter accelerate this process for them.
Users manually sort through leads with specific identifiers in mind - an improved filter accelerate this process for them.
Users would be able to have control in choosing their desired filters.
Users would be able to have control in choosing their desired filters.
Improving existing tool, instead of introducing an entirely new feature
Improving existing tool, instead of introducing an entirely new feature
SOLUTION 3
Improve adoption rate of split view display
Split view allows users to quickly check out each lead - but would still have to click through each lead
Split view allows users to quickly check out each lead - but would still have to click through each lead
While using the split view display, users would still use their expertise to decide what quality lead is.
While using the split view display, users would still use their expertise to decide what quality lead is.
Improving adoption rate of existing tool, instead of introducing an entirely new feature
Improving adoption rate of existing tool, instead of introducing an entirely new feature
Impact
How effectively can this solution manage hundreds of leads?
User Control
This solution should recognize sales reps. as professionals and incorporate sufficient user control.
Effort
How difficult will it be to implement this solution?
SOLUTION 1
Improve trust towards lead rating feature
Users currently have low trust in this feature as there is insufficient information about how leads are rated - could be a quick way to identify quality leads if it were a reliable & transparent tool
Lead rating is pre-calculated for users - not a lot of user involvement in this feature
Improving existing tool, instead of introducing an entirely new feature
SOLUTION 2
Improve effectiveness of
lead filter tool
Users manually sort through leads with specific identifiers in mind - an improved filter accelerate this process for them.
Users would be able to have control in choosing their desired filters.
Improving existing tool, instead of introducing an entirely new feature
SOLUTION 3
Improve adoption rate of split view display
Split view allows users to quickly check out each lead - but would still have to click through each lead
While using the split view display, users would still use their expertise to decide what quality lead is.
Improving adoption rate of existing tool, instead of introducing an entirely new feature
AUDITING EXISTING FILTER
AUDITING EXISTING FILTER
AUDITING EXISTING FILTER
Based on this prioritization matrix, I decided to work on improving the existing lead filter tool in Salesforce. I conducted an evaluation the existing Salesforce lead filter tool, identifying several key issues that impacted its effectiveness and user experience.
Based on this prioritization matrix, I decided to work on improving the existing lead filter tool in Salesforce. I conducted an evaluation the existing Salesforce lead filter tool, identifying several key issues that impacted its effectiveness and user experience.
Based on this prioritization matrix, I decided to work on improving the existing lead filter tool in Salesforce. I conducted an evaluation the existing Salesforce lead filter tool, identifying several key issues that impacted its effectiveness and user experience.
Image: Previous lead filter tool
Image: Previous lead filter tool. Please view on web for clearer resolution.
These were the key issues:
These were the key issues:
These were the key issues:
🐢 Inefficient Filter Process
🐢 Inefficient Filter Process
Users had to select a field, operator, and value for each filter, and combine multiple filters using complex AND/OR logic.
Users had to select a field, operator, and value for each filter, and combine multiple filters using complex AND/OR logic.
Users had to select a field, operator, and value for each filter, and combine multiple filters using complex AND/OR logic.
❌ Lack of Flexibility in Applying Filters
❌ Lack of Flexibility in Applying Filters
Users had to delete filters entirely if they didn’t want to use them, rather than just toggling them on or off.
Users had to delete filters entirely if they didn’t want to use them, rather than just toggling them on or off.
Users had to delete filters entirely if they didn’t want to use them, rather than just toggling them on or off.
😓 Difficulty Navigating Dropdowns
😓 Difficulty Navigating Dropdowns
Dropdown menus for field selection tend to be long and tedious to navigate.
Dropdown menus for field selection tend to be long and tedious to navigate.
Dropdown menus for field selection tend to be long and tedious to navigate.
Based on this audit & interview insights, I redesigned the lead filter function to help sales reps. filter & better prioritize their leads.
PROTOTYPE
PROTOTYPE
Best viewed on the web version of my portfolio. Please switch to a desktop for the best experience!
Preset Filters
Preset Filters
The sales rep. is presented with preset filters - owner, account, campaign & creation date. These factors were the most common identifiers for determining a high quality lead.
This streamlines the process of setting up a filter by providing ready-to-use options.
The sales rep. is presented with preset filters - owner, account, campaign & creation date. These factors were the most common identifiers for determining a high quality lead.
This streamlines the process of setting up a filter by providing ready-to-use options.
Improved Filter Flexibility
Improved Filter Flexibility
We proposed a checkbox mechanism to enhance filter flexibility.
Previously, users couldn’t easily toggle filters on and off—they had to delete and re-enter filters to reapply them.
We proposed a checkbox mechanism to enhance filter flexibility.
Previously, users couldn’t easily toggle filters on and off—they had to delete and re-enter filters to reapply them.
Ability to Search Dropdown
Ability to Search Dropdown
This improvement allows users to quickly locate values or information without having to scroll through extensive dropdown menus.
This improvement allows users to quickly locate values or information without having to scroll through extensive dropdown menus.
STAKEHOLDER INFLUENCES
STAKEHOLDER INFLUENCES
STAKEHOLDER INFLUENCES
I presented this solution to key stakeholders - the marketing team & engineering team. The marketing team inputs as many leads as possible in the Salesforce system to maximize conversions, which leads to increased website loading times that the engineering & developers team are responsible for.
I presented this solution to key stakeholders - the marketing team & engineering team. The marketing team inputs as many leads as possible in the Salesforce system to maximize conversions, which leads to increased website loading times that the engineering & developers team are responsible for.
I presented this solution to key stakeholders - the marketing team & engineering team. The marketing team inputs as many leads as possible in the Salesforce system to maximize conversions, which leads to increased website loading times that the engineering & developers team are responsible for.
During this stakeholder meeting, the prototype was well received by the marketing and engineering teams, so my design team agreed to work on further iterations with implementation in mind.
NEXT STEPS
NEXT STEPS
NEXT STEPS
My internship ended after I presented the proposed solutions and research, but my mentor and I outlined the next steps for this project.
Following my departure, the design team would conduct usability testing with our prototypes to gather sales reps’ feedback, and work with engineering & marketing for any necessary adjustments. At the start of this project, we had conducted an initial user survey to assess satisfaction with leads management. We planned to conduct a follow-up survey to measure the impact of these changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
My internship ended after I presented the proposed solutions and research, but my mentor and I outlined the next steps for this project.
Following my departure, the design team would conduct usability testing with our prototypes to gather sales reps’ feedback, and work with engineering & marketing for any necessary adjustments. At the start of this project, we had conducted an initial user survey to assess satisfaction with leads management. We planned to conduct a follow-up survey to measure the impact of these changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
My internship ended after I presented the proposed solutions and research, but my mentor and I outlined the next steps for this project.
Following my departure, the design team would conduct usability testing with our prototypes to gather sales reps’ feedback, and work with engineering & marketing for any necessary adjustments. At the start of this project, we had conducted an initial user survey to assess satisfaction with leads management. We planned to conduct a follow-up survey to measure the impact of these changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
