Sales Intelligence Engine™
role
UI, UX, Research
client
ReturnB2B
year
2020
Overview
As enterprises and their customers become more complex, ReturnB2B aims to capture real-time sales funnel activity, or micro conversion data, across the enterprise. Capturing this data helps content creation become more predictive over time, ultimately reducing sales cycle time.
Creative Process
The Bytelion UX team approached this project with a 2-week design sprint to kick off the discovery process before beginning the design in order to reduce the risk of market adoption failure.
The 5-day Design Sprint
On day 1 of the design sprint, we defined their long-term business goals, risk assumptions and sprint questions. We also defined their user personas and user journeys which included basic end-users such as sales people and marketers and operations-level ReturnB2B admins.
On day 2 of the design sprint, we started with a few activities to help narrow down the long list of desired features into one key feature for each persona for the MVP. Next, we sketched ideas for the new platform based on the “How Might We’s” we wrote from the previous day. Each participant was assigned one persona and one flow and sketched as many solutions as they could in that amount of time. We then used the dot-voting method to vote on our favorite solutions as a group. Our top-voted ideas were then used to create a storyboard and rapid prototype.
The following days of the design sprint were used to create the wireframes and the high-fidelity interactive prototype utilizing the insights I gleaned from the design sprint. The new platform focused on the sales person's ability to rate content they used for an opportunity and the marketer’s ability to get insights on how their content was performing. The content rates were essential to improving ReturnB2B’s ability to provide accurate, relevant and quality content to the sales people as they move through the deal stages. The marketer could also use those ratings to iterate and improve upon their content as it relates to the sales opportunity persona and ultimately provide better content for sales in the future.
After the first iteration of the wireframes and InVision prototype were completed, we spent one week testing the prototype with six users with a mix of sales and marketing backgrounds. The feedback we got was both positive and negative; proving that we needed to focus more on the buy-in of the salesperson to use this CRM in addition to Salesforce. This meant that we needed to optimize the salesperson’s experience within the platform, making it so that they were provided with the most up-to-date, relevant and highly-performing content as it’s related to their open opportunities without them having to search or collaborate for it.
Results
ReturnB2B’s Sales Intelligence Engine™ platform concept was brought to life with a high-fidelity interactive prototype that showed the platform interface and how sales and marketing people could collaborate to close deals faster and win deals more often. The final design was substantiated by in-depth user research from prospective users which will soon be handed-off to the development team for implementation.
