Product Design

Research, Information Architecture, Interaction, Brand Identity, Visual & Systems Design

Overview

A national retailer reorganized their company, giving sales teams new responsibilities and metrics to manage. To communicate these new responsibilities to the new roles, I was asked to create a dashboard for the internal sales team to manage their workflow. To bridge the gap between the old way of doing business and the new, I helped to facilitate design workshops focused on each of the four sales teams.

In addition to a new digital sales dashboard, I created sell sheets for the sales reps to leave with their clients. These sheets needed to be personalized to each client, showing custom suggestions for the client to maximize their profits.

The initial goal was to have a library of reusable components, that would be used to build the sales dashboards and the sell sheets. After identifying all of the common components, I drafted wireframes and final designs for the dashboards and sell sheets.

Discovery

The first step was to list all the components needed for the 13 sell sheets, on paper. I found many common elements across the documents and organized the elements by front end and back end. Elements that were specific to only 1 or 2 sell sheets were replaced by commonly used elements, eliminating the need for one-off designs.

Research

To understand the needs of the sales team for their specific dashboard, we held two workshops, with 4 groups each of 5 participants. At the end of the workshop, each team prioritized their ideal features for their product.

Approach

Our key methodology was atomic design - based on the idea that small, independent parts (atoms) can be combined into larger structures.

This approach helped us determine our typography, colors, imagery, information architecture and design artifacts. Reviewing the work weekly allowed us to see patterns emerge and adjust our efforts accordingly.

Wireframes & Style Guide

We tested the wireframes with our sales teams, gathering user feedback on the content and layout. A user map for each group of sales teams was shared among the team, to ensure everyone from account managers to interns were on the same page.

It all comes together

All the elements came together for the finished design.