Sales Force Automation Solution
OVERVIEW
An application that lets sales and service agents have remote access to all the relevant dealership information which are required in ‘on field’ duty.
Stakeholders were looking for a robust solution to track & manage their agents along with a smart tool that can help sales & service agents in strategic decisions.
ROLE
I worked on this project as a lead designer role include research, workflow, wireframes, user interface
TOOL USED
Figma, Balsamiq
PRODUCT
The Problem
The legacy sales system needed to be urgently replaced as crucial sales opportunities were being missed due to a
a. lack of integral dealership knowledge and
b. intelligence data sharing across team.
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I Followed the Design Thinking Methodology
4. Deliver
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Organize smaller iterative loops. At each loop execute, test, and understand what works.
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Learn what implementations work and which ones don't
1. Understand & Discover
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I tried out where is the value for the business
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Comprehend with business constraints
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Studied competitors products
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Look for the unfulfilled needs sales/service agents & stakeholders
2. Define
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Decide what problems to tackle. Set the priority. Tried to solve those problems which seem to be a quick win and create a large impact.
3. Ideat & Prototype
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Brainstorm, Sketch, and collaboration will be the key to this stage
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Ideate solutions, which can solve determined users' problems.
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Focus on wireframes, interactive prototypes & high fidelity designs for best outcomes.
Discovery
Methods used: Stakeholder interview, Agent interview, Observation, Data analysis (G.A, browsee, tableau), Metrics (bounce rate, page online), Focus group & Competitor analysis.
I started by “understand the Stakeholder & Agent Perspective/Paine points”.
Stakeholder Perspective:
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The focus of this project is not on automating salespeople’s jobs but on enhancing the sales process.
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Stack holders were looking for a kind of solution that can provide sales and service agents better visibility of ground realities such that strategic decisions can be taken quickly and efficiently along with easing day to day work of the sales team.
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The app should be adapted easily by agents, as they are not tech-savvy, daily tasks should be easy to close via the app.
Agent Perspective:
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Agents have to keep the track of dealership meetings manually in the form of diary notes.
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They have to carry lots of documents (product document, legal document, requirement document) in every meeting.
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There are cases were they use to miss outs on the previous request raised by the dealership.
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There are worried about this new process & worried about losing their jobs.
Product Manager Meetups:
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With PM try to find out what are solutions have done for the known pain points, most used features, number of daily task activities vs urgent activities
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What are the different know data, metrics, and engagements (event tracking via GA)?
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Use to ask regarding the Product Requirement Document (PRD), Roadmaps, and timelines.
Heuristic Analysis of Similar App in the Domain
SRMB SFA app, Essential SFA app
Their features, different flows, and requirements capturing.
It all helps me understand in-depth goals, deliverables, and deadlines for the project. Regular communication and in-depth discussions give a solid foundation to move further and build trust.
Define
Methods used: Empathy mapping, User stories, User journey
Getting started to know how agents think and feel!
Empathy mapping:
What they Say | What they Dose | What they Feel | What they Think | Pain | Gain
Product Manager Meetups:
User Stories:
In order to scope the prototype and understand better the users, I created a list of user sories following this format:
As a {who = type of user}, I want to {what = action} so that { why = benefit}
As a sales agent, I want to close the deal as soon as possible be ahead of my competitors, so that I can get a good commission, help to increase the revenue of the company, and be trustworthy for the dealership.
User Journey:
Ideate
Methods used: Brainstorming sections, Affinity mapping, Card sorting, Information architecture
Brainstorming section
Brainstorming helps me to develop creative solutions to a problem. I approach problems by “How Might We” questions. They produce a vast array of ideas and draw links between them to find potential solutions.
How Might We...
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...improve dealership management - giving better visibility of their quires and product
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...a cross-platform and online/offline mode support
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...flexible to meet customized requirements
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...enforced start of the day (time stamping and geotagging)
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...end day activities: un-served reasons, expense details, collection and deposition details, etc.
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...simplistic data management and accessibility
Affinity mapping
Information architecture :
For better visibility download IA.
The journey to UI overhaul begins with these steps
Successful businesses prioritize information delivery to the field first and then stress visibility and continuity for the home office. Rather than management follow-up, the early emphasis was on having salespeople track their own progress against individual targets.
While management desires visibility into the pipeline, this necessitates accurate information from the field. Reps are more willing to adopt technology if they believe it would help them sell more effectively.
Sales Agent Flow
SRF Flow
Call Flow
Schedule Flow
Seeing Results
Build the technology into the culture (and vice versa)
Before and during the SFA deployment, consult with sales reps in different locations to determine their needs, obtain feedback, provide training, and gather information about best practices. None of this will be possible without strong executive backing. Top leaders made it clear that they would use the tools, and they aggressively communicated with the organization about the plan and the problems that lay ahead.
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They have an application report where they can see how many users are active in the market on that day.
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Mobile app adoption touched 95% within the first three months
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Complete sales dashboard including sales as per - Brands, Categories, Top 5 top-performing sales employees (Depending on KPI’s) is available in the form of pie charts/graphs in the application as well as web portal.
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Geotagging functionality not only helped in the better discipline of sales employees but also better mapping of geographies where they can increase presence in coming time.
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With the increase in sales and visibility of future path with the help of reports for a particular zone they gained 100 percent trust in us within a month and are rolling out the SFA application pan India.