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 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 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.
Enterprise SaaS
Enterprise SaaS
Enterprise SaaS
CRM
CRM
CRM
MY ROLE
MY ROLE
MY ROLE
UX/UI Designer & Research Intern
UX/UI Designer & Research Intern
UX/UI Designer & Research Intern
SKILLS
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
TIMELINE
8 weeks
8 weeks
8 weeks
THE DATA
THE DATA
THE DATA
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
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
· Audited Salesforce & provided recommendations for improvement
· Audited Salesforce & provided recommendations for improvement
· Audited Salesforce & provided recommendations for improvement
User Interviews &
Usability Testing
User Interviews & Usability Testing
User Interviews &
Usability Testing
6 interviewees, 3 regions
6 interviewees, 3 regions
6 interviewees, 3 regions
· Assessed qualitative experience (issues encountered, most used/least used tools, etc.)
· Assessed qualitative experience (issues encountered, most used/least used tools, etc.)
· Assessed qualitative experience (issues encountered, most used/least used tools, etc.)
User Survey
User Survey
User Survey
40+ responses, 4 regions
40+ responses, 4 regions
40+ responses, 4 regions
· Evaluated quantitative experience of users (satisfaction level, usability, time spent on platform, etc.)
· Evaluated quantitative experience of users (satisfaction level, usability, time spent on platform, etc.)
· Evaluated quantitative experience of users (satisfaction level, usability, time spent on platform, etc.)
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 discovered that a common area of frustration for many of the users was the high quantity & 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 discovered that a common area of frustration for many of the users was the high quantity & 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 discovered that a common area of frustration for many of the users was the high quantity & 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?
Impact
How effectively can this solution manage hundreds of leads?
User Autonomy
Recognize sales reps. as professionals and provide appropriate user control.
User Autonomy
Recognize sales reps. as professionals and provide appropriate user control.
Effort
How difficult will it be to implement this solution?
Effort
How difficult will it be to implement this solution?
SOLUTION 1
Redesign lead rating feature to improve trust
SOLUTION 1
Redesign lead rating feature to improve trust
Low user confidence in this feature due to lack of insight into how lead is scored. With trustworthy ratings, it could help users to spot quality leads.
Low user confidence in this feature due to lack of insight into how lead is scored. With trustworthy ratings, it could help users to spot quality leads.
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
Mainly UX/UI changes, backend changes would likely be minimal.
Mainly UX/UI changes, backend changes would likely be minimal.
SOLUTION 2
Redesign lead filter tool to improve effectiveness
Users manually sort through leads with specific identifiers in mind - an improved filter accelerates this process for them.
Users manually sort through leads with specific identifiers in mind - an improved filter accelerates this process for them.
Users would have control in choosing their desired filters.
Users would have control in choosing their desired filters.
Mainly UX/UI changes, with a few changes to logic.
Mainly UX/UI changes, with a few changes to logic.
SOLUTION 3
Improve adoption rate of split view display
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.
UX/UI changes to increase feature visibility - minimal backend changes.
UX/UI changes to increase feature visibility - minimal backend changes.
Impact
How effectively can this solution manage hundreds of leads?
User Autonomy
Recognize sales reps. as professionals and provide appropriate user control.
Effort
How difficult will it be to implement this solution?
SOLUTION 1
Redesign lead rating feature to improve trust
Low user confidence in this feature due to lack of insight into how lead is scored. With trustworthy ratings, it could help users to spot quality leads.
Lead rating is pre-calculated for users - not a lot of user involvement in this feature
Mainly UX/UI changes, backend changes would likely be minimal.
SOLUTION 2
Redesign lead filter tool to improve effectiveness
Users manually sort through leads with specific identifiers in mind - an improved filter accelerates this process for them.
Users would have control in choosing their desired filters.
Mainly UX/UI changes, with a few changes to logic.
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.
UX/UI changes to increase feature visibility - minimal backend changes.
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: Existing lead filter tool
Image: Existing lead filter tool
Image: Previous lead filter tool. Please view on web for clearer resolution.
🐢 Inefficient Filter Process
🐢 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
❌ 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
😓 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.
Based on this audit & interview insights, I redesigned the lead filter function to help sales reps. filter & better prioritize their leads.
Based on this audit & interview insights, I redesigned the lead filter function to help sales reps. filter & better prioritize their leads.
PROTOTYPE
PROTOTYPE
FINAL PROTOTYPE
Best viewed on the web version of my portfolio. Please switch to a desktop for the best experience!
Preset Filters
Preset Filters
Preset Filters
To streamline the filtering process, I introduced preset filters based on the most commonly used identifiers - owner, account, campaign, and creation date.
These presets help sales reps quickly identify high-quality leads without needing to manually configure filters each time.
To streamline the filtering process, I introduced preset filters based on the most commonly used identifiers - owner, account, campaign, and creation date.
These presets help sales reps quickly identify high-quality leads without needing to manually configure filters each time.
To streamline the filtering process, I introduced preset filters based on the most commonly used identifiers - owner, account, campaign, and creation date.
These presets help sales reps quickly identify high-quality leads without needing to manually configure filters each time.
Improved Filter Flexibility
Improved Filter Flexibility
Improved Filter Flexibility
I replaced the rigid filter system with a checkbox mechanism, allowing users to easily toggle filters on and off.
Previously, users had to delete and re-enter filters just to make adjustments. This change improves usability for frequent users.
I replaced the rigid filter system with a checkbox mechanism, allowing users to easily toggle filters on and off.
Previously, users had to delete and re-enter filters just to make adjustments. This change improves usability for frequent users.
I replaced the rigid filter system with a checkbox mechanism, allowing users to easily toggle filters on and off.
Previously, users had to delete and re-enter filters just to make adjustments. This change improves usability for frequent users.
Searchable Dropdowns
Searchable Dropdowns
Searchable Dropdowns
To reduce friction in the selection process, I added a search function to dropdown menus, enabling users to instantly find specific values without endlessly scrolling through long lists.
To reduce friction in the selection process, I added a search function to dropdown menus, enabling users to instantly find specific values without endlessly scrolling through long lists.
To reduce friction in the selection process, I added a search function to dropdown menus, enabling users to instantly find specific values without endlessly scrolling through long lists.
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.
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.
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 concluded after I presented the proposed solutions and research findings. Before I left, my mentor and I outlined clear next steps for the project.
Following my departure, the design team planned to conduct usability testing with the prototypes to gather feedback from sales representatives. They would also collaborate with engineering and marketing teams to make any necessary adjustments. At the outset of the project, we had conducted an initial user survey to assess satisfaction with leads management. A follow-up survey was planned to evaluate the impact of the implemented changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
My internship concluded after I presented the proposed solutions and research findings. Before I left, my mentor and I outlined clear next steps for the project.
Following my departure, the design team planned to conduct usability testing with the prototypes to gather feedback from sales representatives. They would also collaborate with engineering and marketing teams to make any necessary adjustments. At the outset of the project, we had conducted an initial user survey to assess satisfaction with leads management. A follow-up survey was planned to evaluate the impact of the implemented changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
My internship concluded after I presented the proposed solutions and research findings. Before I left, my mentor and I outlined clear next steps for the project.
Following my departure, the design team planned to conduct usability testing with the prototypes to gather feedback from sales representatives. They would also collaborate with engineering and marketing teams to make any necessary adjustments. At the outset of the project, we had conducted an initial user survey to assess satisfaction with leads management. A follow-up survey was planned to evaluate the impact of the implemented changes.
Special thanks to Tess, Ajay, Fauzaman, Mus, Elma, Camilo, Jay, Deeksha, Marta, Nurul, Vinitha, and many more wonderful people!
