Overview

Project Statement

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

Duration: Jan 2021 - Mar 2021

Impact and Outcome

From a vague idea around pain points to a fully fleshed concept, our client was able to sell the idea internally, and develop a tool that transformed key tasks for commercial users. The dashboard 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.

user interviews

The first step of our design process was discovering the painpoints and brightspots of our clients. We interviewed 16 people from the commercial analytics leadership, the marketing team, and the sales teams to discover their challenges with their current way of discovering customers, and what steps they take to close out deals.

From analyzing the interviews, we found these common themes:

• The current set of tools and resources available to users don’t provide a complete picture of the customer

  • The team had to look at multiple software to get the full picture, as relying on just one caused huge gaps.

•  Users need to get access and understand 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 users wanted to ability to track open orders, and which will make it easier for reps to see why orders are decreasing or increasing

  • Seeing what key patterns leading to purchase are some ways that can lead to an increase in orders. Clearly putting that information in the front can help reps leverage that data and come up with a more intelligent sales strategy

Concept Testing

We also mocked up some concepts after conducting desk research and interviews to gain initial feedback on our concepts.

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 Workshop

After interviews, we workshopped the design with our clients’ users. In our discussion, we figured out what data points would be helpful, and dot voted on the ones that are most impactful. Those would end up in the overview screen.

This workshop was a great way to understand what specific graphs and KPIs will be prioritized, grouped, and organized in every screen.

Common Themes

To prepare for the design, I bulleted out the main themes from the user research that the prototype must address. The principles below and the requirements document was extremely helpful in figuring out what charts would go where.

Turning Data Points into Designs

After evaluating the user research, I started to set up my figma file. By cross-referencing the workshop, requirements sheet, and my knowledge of data visualization principles, I started to design in each screen with the appropriate data visualizations. I used the client’s brand colors as inspiration for the design system.

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.

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 get notified when a machine is broken. 

• Users also see a red blinking warning dot next to machines and

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.

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.

Network

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