Key contributions
- Research with key stakeholders Sales enablement teams, product managers.
- Wireframing and usability testing of hypotheses and delivery of mock-ups.
- Establishing and implementing design system and mentoring 2 junior designers.
Team
- 2 Product Manager, 2 Business Analysts
- 30-35 Developer and QA resources
- Senior UX Designer, 2 Visual Designer
Duration
- Phase 1 2018-2019
- Phase 2 2020-2021
- Phase 3 2020-2021
OVERVIEW
TCS SmartSales
In 2018, TCS Internal decided to retire Oracle's Siebel CRM and build their own CRM tool. As part of the team, I participated right from database disintegration and led the design of two core modules: Opportunity & Insights. Additionally, I guided a parallel team in designing a mobile platform for quick updates.
Impact
+3000
Sales users onboarded on new CRM platform
70%
Reduction in CRM expense at TCS
+$15 Bn
Worth of deals managed on SmartSales CRM
SMARTSALES INTERFACE
Dashboard - Sales performace
Landing page: Personas addressed: Business Relationship Managers, Business Development Managers, and teams
Opportunity Details
Details view of an opportunity - Overview of the deal timeline. Users monitor deals’ progress and add details under respective sections. Collaborative space for Sales team to work on the leads.
Mobile Application
Opportunity mobile app is a unique blend of curated features for users while they are on the move, the app allows easy monitoring, quick notes, create teams, and helps in negotiation.
Dashboard provides easy monitoring of the opportunity performance.
Opportunity details allows easy manipulation of various status and stages.
Offering details helps you negotiate easily with clients and change in data.
BUSINESS GOALS AND PROPOSITION
Leverage data, build internal capability & cost cuts on software expenditure
Challenges in current tool
- Lack of user-centered design and aesthetics.
- Overlapping functionalities
- Obsolete features and bulky tool
Interface snapshot of Oracle Siebel
Design Question
How can we create a toolset to foster accountability towards TCS customer needs, enhance collaboration in teams and provide curated features to improve productivity?
RESEARCH OUTLINE
Divided research into following phases
Journey Map
Business development managers, Business relationship managers, Pre Sales teams, and Business and technology unit.
The core understanding from the map was an understanding of users’ frequency to interact with opportunities and core tasks in specific phases.
Pain points
- Hard to determine the exact positioning of the opportunity and actions taken on opportunity progress.
- Delays in initiating parallel workflows for workforce management(HR) and contract management(Legal).
- Extraneous processes and a bulky interface and lacks aesthetic appeal.
Emerging design requirements
- An easy method to track opportunity progress that fits sales needs.
- Clear display of opportunity progress and upcoming major events.
- Option to initiate parallel workflows for sales teams.
BRAINSTORMING AND SKETCHES
Sketches reflecting pain-points
Features for determining opportunity progress, products, and workflows for HR and Legal.
Low-fidelity wireframes
Comparison of task-flows from legacy app to SmartSales - Opportunity
Key differentiators
- Redesigned task flows considering the user inputs from various personas in the opportunity lifecycle.
- Wherein old task flow was ideal if the users were trained on the foundations of using the system, SmartSales was calibrated with minimal features and didn't require explicit training.
- The task flow was optimized to cater to future requirements for scalability.
DESIGN SYSTEM AND PATTERN LIBRARY
Glimpse of reusable pattern library with tokens
FURTHER DETAILS
Numerous stories to share for subsequent phases delivering automation, checkout flow and extending design system.
Let's connect or drop me a mail at abhi.saraf25@gmail.com