Solving Adoption Problem by Redesigning the Interface
Company:
Point of Reference
Team:
PM , UX Director
Role:
UX/UI Designer
Timeline:
10 weeks
Introduction:
ReferenceEdge platform is a customer relationship management B2B software service. It helps businesses identify, recruit, and manage customer advocates to improve sales & marketing efficiency through automation.
PROBLEM
The Calendar Coordinator is a part of the Automated Reference Request Program. It was designed to automate and connect customer advocates with buyers worldwide. However, the Calendar Coordinator faced low adoption.
SOLUTION
I improved the User Experience by changing the calendar view to a work week view and enabling click and drag interaction that easily allows users to select multiple options at once. Additionally, I updated the UI Style by adding a second design system and a video conference option as a communication channel.
IMPACT
100% Task success rate
Reduced Time on task
Positive Net Promoter Score (NPS)
Increased Customer Satisfaction Score (CSAT)
RESEARCH
During the research, I identified 3 main personas: Account Executive, Advocate, and Prospective Buyer wich helped me better understand pain points and opportunities for improvement from the user perspective. Next, I mapped out each persona’s user journey, and performed a heuristic evaluation of the product to come up with a list of improvements for each user flow.
PROGRESS AND ITERATIONS
The first and second revisions of the low-fidelity wireframes of the updated product with the team resulted in a productive discussion of the flow details and solidified the solution direction.
CHALLENGES
The biggest challenge was to find the most intuitive way to present overlapping time zones to the user. I presented four ideas to the team and by testing them with users we found the most optimal one. To add more clarity, I supplemented the table with a legend and a tip on how to use the calendar view to select times.
STYLE GUIDE
To speed up the design and development process, I used a combination of styles, components, and patterns of the Salesforce Lightning design system and the Ant Design system. The final user interface is harmonious with the Salesforce application. More importantly, it is intuitive, attractive, and meets the accessibility requirements.
