SAM
Redesign
The Project
A internal CRM application for Salesforce, to be redesigned to increase adoption and cater strategic goals.
2
Understand why adoption is low and how to improve it
Redesign app based on user and business needs
Increase user satisfaction from D (...)
Reduce effort spent managing files & data, and increase on tours optimization
Design Challenges
Adapt product to responsive use (mobile vs tablet/desktop)
Globalization for 17 countries with diverse user profile
Unaligned expectations of stakeholders 20 + stakeholders with different priorities
Developed by two teams owning different business verticals
Transition to organization Design System (25+ products)
Angular -> React
3
The Setup
4
Methodologies
Usability Testing
High Level
Feature Level
Delivery
Validate
Define
Discovery
Product Team 1
XD
PO
4-10 Developers
TL
Product Team 2
PO
4-10 Developers
TL
Domain Stakeholders
Shared
Understanding the problem
Epic - Feature level
Discovery Methodologies
5
5
Research Framework
6
Once a month (every two sprints) qualitative research
Continuous Quantitative Research through Qualtrics and Web Analytics.
Validation of findings and assumptions for most users and countries
Implemented in product and team ways of working to ensure continuous feedback and insights.
Contextual
Interviews
7
Shadowing users through their tasks and observing context and unreported usability pain points.
User Interviews
8
In person and remote interviews were done recurrigly to:
Understand needs and pain points
Understand user goals
Deep dive into findings from web analytics and quantitative insights.
�Update personas and needs as features are implemented.
Qualtrics:
Feedback in app
9
Access at login and through
application menu
Run in all 13 languages.
Used Qualtrics for insights analysis.
Great for identifying priority pain points through recurring themes
Targeted surveys
10
Implemented Qualtrics in Solution�
Managed international and targeted survey
This allowed to validate findings and deep dive into topics discovered in the general survey.
Goal A
Goal B
Goal A
Goal B
Goal A
Goal B
Web Analytics
11
Used to identify problem areas and validate qualitative findings
Define
High Level Methodologies
12
12
User Journey
13
Used for mapping new features and defining the application architecture flow
Persona
14
Allowed to have a living document on the users context needs and pain points.
Continuously updated based on findings and updates on the overall experience.
Define
Feature Level Methodologies
15
15
Confluence
One Pager
Alignment
Business Goals
Data
User Context
Goals
Scenarios
Needs and Painpoints
Research Insights
Web Analytics Insights
Surveys
Epic
Confluence living document
Before starting design,
all of the data needed and context was added to define the problem and constraints.
User Goals
Technical context and constraints
Responsive design for
mobile and tablet/desktop
17
Mockups
*Wireframing was done using design system to optimize time and rework
Validation
18
18
Usability Testing
19
Prototype
Testing
Versions were tested in an A/B Version format to identify best options.
Complex features were tested using complex prototypes in Figma
Findings were managed via Confluence and action items defined, as well as validations of findings
Remote research setup
20
Prototype
Testing
Interview in User's Language
Observers
Room 2
Room 1
Room 3
Interpreters
Video
Video & Original Audio
Audio in
English
Allowed for the
development team and researchers to user test and validate in multiple countries and user groups
Product Solution
21
21
Outcomes
Larger daily engagement of the redesign users than older version users.
Increased SUS (System Usability Score) from
D (57,3) to B (81,7)
74% of surveyed users qualified the system as 'Easier' to use
22
22
Redesigned navigation, with easier access to highly used features like the search
Multiprocess forms Redesigned
to Single flexible form
Redesigned content for Customer Page with improved learnability and focusing on the user information needs