Overview

Problem

A medtech company ‘s marketing and sales team struggled with the software they used to understand their customers. They relied on too many analytics tools and had gaps in important information.

What I built

I designed a customer 360 dashboard that empowers the marketing and sales team to gain full insight into their customers.

Impact and Outcome

From a vague idea to a fully fleshed concept, our client was able to sell the idea internally, and develop a dashboard that is currently in production.

The client was so happy with the designs that they extended the project, which helped the team gain an additional $.25M of revenue.

The first step in the process is conducting user research. We recruited 16 of our stakeholders and users who had analytics, marketing, and sales backgrounds to participate in a variety of methods so that we can gain insight into their current process and struggles along the way in targeting a customer for a sales opportunity.

We centered our questions around understanding the customer and the information they need to close out a deal. Some questions include…

1. Tell me about a recent time you gathered detailed information to better understand and monitor a customer. What types of information were you looking for?  

2. Tell me about the last time you had difficulty finding the information you needed from a customer. What were you looking for? How did you resolve this issue?  

3. If you could pick the top 3 wish list items you would like to know about your customer (and don’t currently have), what would those be? 

4. From your perspective, what are some of the biggest challenges users like yourself experience with gathering customer data and understanding customer value?

user interviews

The first step was discovering the pain points and bright spots of our clients through 1-1 interviews. After conducting the interviews centered around discovering customer value, we found these takeaways..

Takeaways

• The current set of tools don’t provide a complete picture of the customer. The team had to look at multiple software to get the full picture

•  Reps need full access to the customer fully to identify opportunities. Reps are having a hard time contacting their customers because they don’t have all the information in one place.

• All reps wanted to ability to see key patterns leading to a purchase. Clearly putting that information in the front can help reps leverage that data and come up with a more intelligent sales strategy

Concept Testing

After the interviews, I sketched out possible concepts to see if our initial thinking resonated with the users. I showed the users 2 concepts and they provided feedback, which helped validate our designs and helped me focus on what possible opportunities there were in the later design stages.

Takeaways

• Simplification is key. Reps liked the simplification of the dashboard as it made it easier to scan.

• Provide more data than what they already have access to. Giving more visibility to what HCPs do day to day can help tailor the information that the reps give to the HCPs.

• Users struggle to understand the impact of their efforts. Include ways that they can see the full engagement picture. Fully seeing what items are at risk and identifying customer buying patterns are important.

Participatory Design

Next, we workshopped the design with our clients’ users. In our participatory workshop, we strived to achieve these main goals.

Goals

1. Figuring out what data visualizations and data points would be helpful for the users

2. Prioritizing the most impactful KPIs through dot voting. Our idea was that those data points would end up in the overview screen.

3. Figuring out what visualizations could be combined or deprioritized.

After the workshop, I gained more clarity on what the design might look like because we brainstormed what specific KPIs will be prioritized. I then started to draw out different graph types and lay the most optimal graphs on the screen, with help from client.

Refining our design by user testing

To ensure that our design resonated with the users, we conducted a usability testing session on 16 of the original participants. I wrote the tasks analysis guides and analyzed the results, which led me to iterate on the designs to provide a better user experience.

The main takeaways from the user testing include…

• Designing a clear way so that the user understands what are the opportunities they need to follow up with.

• Designing the dashboard so that the users are clear what are the “fires” that they need to pay attention to.

• Providing an “action” along with every insight that will make it clear for the user on what are the next steps.

Overview

By providing a full picture of the customer, and the ability to dive deeper into details, the users will know the full extent of their efforts.

Features

• Users see a timeline view of their interactions that are tied with orders, which can be viewed at a more detailed level

• Users see important contact information, preferred communication, and lifetime orders at the very top

• An insights panel shows valuable information about the HCP and actionable recommendations to the marketing/sales rep

Interactions

Seeing the full snapshot of the customers’ interactions allows the user to see patterns, helping them to better strategize on serving the customers’ needs.

Features

• Users see a detailed view of their interactions, with the ability to further drill down to the types of interactions so they can identify patterns

• Benchmarked KPIs are located at the top and provides important information about how well the rep is doing

• A detailed list of recent interactions is there to help them see what the HCP is interested in at the moment.

Order lifecycle

Giving the users full transparency on the progress of their orders allows the user to better tend to their customers as they can foresee the potential problems that might occur.

Features

• Detailed information on the progress of the orders

• Warning symbols next to the orders that are delayed and indications that they are going to be delivered soon. This will be helpful to indicate to the user what needs to be followed up.

Network

Seeing how all the reps’ customers are connected allows the user to spot potential opportunities more quickly.

Features

• The ability to filter the type of associations you want to see on the network map

• Further details about the people that the HCP (healthcare professional) is connected to uncover potential opportunities

• The ability to navigate the map seamlessly through expanding, zooming, and grabbing.