Wingmate CRM Lead Solutions
Streamlining the sales lead and proposal process for frontline workers and in-house sales teams
Summary:
Wingmate's flagship product is a simple CRM that involves frontline teams in the sales process. As the sole designer at the company I helped research, strategize and design an end-to-end experience to help clients move their business prospects through the sales cycle. I focused on clarifying all the details Wingmate stores that are related to even a single business prospect.
Problem: The Lead Details Page is Wingmate's hub for business prospect information. Some users found that navigating through a business prospect was overwhelming with limited wayfinding to routine tasks.
Approach: I introduced designs to users early on for feedback and prioritized features based on user insights and workshops offering new insights to stakeholders. I incorporated new, task based designs that allow users to focus on priority tasks.
Impact: Sales reps save upwards of 6 hours a week & Conversion rates increased by 60%.
Company
Wingmate
Year
2022-2023
Role
UX Designer
Opportunity Space
We found that users were not always tech-savvy - often struggling with other software to keep up with their responsibilities. Managers or Salespeople at their companies are challenged with a lot of duties required to streamline the sales process alongside truck drivers, technicians, and other frontline workers.
To improve collaboration, these teams needed mobile and web features that helped frontline service and inside sales teams work together. This combination of pain points and needs presented an opportunity to refresh the product so that information is easy to digest and relay to colleagues.
Research Practices
I dove directly into an intensive research sprint.
11+ user interviews
Used heatmaps to study click tracking
Conducted a UX Audit of the existing product as a form of benchmarking
The interviews and heatmaps aimed to show what users want, which helped stakeholders align on design decisions.
Key Insights
Key Takeaways
Employees at varying levels had different goals when using this page:
Managers are looking to record and compile information
Service teams want to create a feedback loop with office teams
We learned that the most common tasks added information to the activity feed which became the focus of user flows for this page.
Clients were enjoying the activity feed because it has the ability to be their one-stop shop.
Concepts - Wingmate Web Platform
The focus of our designs were informed by these interviews and user insights and allowed me to create wireframes I could discuss with stakeholders. Our priorities were:
The ability to compile information and create transparent feedback loops
Maintaining the workspaces of the page while making them more distinct and understandable.
We asked ourselves
A) What specific actions caused users to specifically navigate here? and,
B) What information did a user most often leave for their colleague?The top two tasks were setting a reminder and leaving correspondence updates in the shared activity feed.
This feedback resulted in closable accordions - a calculated move to lower the overload barrier while maintaining the page’s core purpose.
This allowed clients to decide what quantity and type of information they would be viewing in a single moment.
Compared to other software, users found that this workspace organized information in a way that was easier to use every day.
Solutions & Outcomes
Align on details that close the deal
For clients to make the most of this page I worked on supporting them with the right data, in the right place and time.
We focused on features that aligned with their main goal: closing business.
For example, once a prospect status was moved to the Proposal Sent stage, the structure of this page allowed users to focus on communicating sales information like discounts.
Wingmate Mobile Platform
Research Insights
Users indicated their favourite device type, with an even split between iOS and Android. Further interviews uncovered information pertinent to features missing from the mobile product:
Prototyping
This project had limited research time so we began prototyping early. We prioritized a range of functionality, information, and ergonomics within the confines of a mobile screen.
Stakeholders wanted to try out a series of icons that might reflect the web application although in the end we landed on a minimalist style.
Outcome
Responsive Design
It was important to make the web application adaptable to Tablet and Mobile devices.
A responsive design ensured the same navigation and functionality was available and maintained familiarity between the web platform and the native mobile app.
Atomic Design System
As the Lead Details page was one of the first to be redesigned it set the tone for pages to come and introduced a new design system for the Web Application. I worked on this directly with developers for clarity as our design system grew and leveraged it to ensure a modern user interface was implemented.
Results and Impact
Clients and stakeholders were overall extremely pleased with the new aesthetics brought to the product and as a team we were able to successfully establish a new design system and style guide ranging from icon revamps to complete user interface components.
Functionally, clients found it easier to complete small day-to-day tasks such as setting a reminder or updating the state of a business prospect within their sales cycle. This resulted in a visible change in how Wingmate users were using the web application. For example, users began to think about reminders from a more task based perspective - resulting in requests for user controlled, custom reminders.
Project Lessons
This redesign was a success with our clients, helped our team establish a new design language, and successfully shipped. However, it was rushed and did not follow a particularly methodical design process because our team and stakeholders were eager to revamp and move on to new features as quickly as possible. What we learned from the mobile work was that we needed to slow down the design process and ensure we speak with users more before delving into polished designs with stakeholders and developers.
During future revamps, especially one involving large amounts of data, I would prefer to take a mobile first approach. Not only would it result in a smoother design system but, given the proper time, it would result in a smoother process across future projects.