Capturing Real-time
Insights for Sales Managers
B2B SaaS
Navigating Success Through Sight
Led the UX process for Salesflo's Salesflo Sight app, achieving a 76% User Activation and 82% Product Adoption rate within 3 months, solidifying Salesflo's industry leadership in Pakistan.
Role
UX Research, User Interviews, Visual Design, User Flows, Prototyping, Usability Testing
Timeline
2020 - 2022
Project Type
UX Research, B2B SaaS
Tools
Adobe XD, Notion, Miro
Company
Salesflo
What was the Problem?
Understanding the Problem
Salesflo had already established a strong presence in the market with its Distribution Management System, serving numerous Fortune 500 companies across 3 countries, spanning 2000+ locations, and boasting 15,000+ app users.
However, through engagement with existing customers and users of Salesflo's DMS, a crucial gap in the workflow for meeting the needs of sales teams in the FMCG industry was identified.
💼
Inefficiencies in data collection and reporting during market visits
Due to traditional manual processes in the Distribution Management System from the sales team's end.
📉
Time-consuming and manual data analysis processes
Sales teams faced delays due to slow, manual data collection and reporting during market visits.
🕵🏻♂️
Lack of real-time visibility into field activities that reflect in the systems
Field activities were not reflected in real-time, hindering timely decision-making and operational efficiency.
54.4%
Vs Last Month
Start Visit
Vision to Sight
The Goals
🔮
Data Transparency
Dynamic Dashboard and reporting system allowing curation of quality data. Which enables brands to convert it into actionable insights.
⏳
Improved Efficiency
A seamless navigation and intuitive workflows that will allow users to perform their tasks faster, better and efficiently.
🕹️
A Dynamic & flexible structure which enhances the management's control over the workflows, hierarchies and users.
Enhanced Operations Control
Steering to Sight
The Approach
Over a three-month period, we conducted numerous interview sessions with Salesflo's existing customers, encompassing both large and small organizational structures. These sessions involved close observations, functioning as comprehensive market research to delve into the job context, workflow, environment, aspirations, and problems of the sales teams belonging to different companies. Additionally, I scrutinized their current solutions.
The aim was to streamline their existing workflows, making them significantly faster, more efficient, and engaging for them. This involved understanding their mental models and how they approached tasks and processes. The overarching goals were to achieve a faster workflow, increase efficiency, and enhance the overall user experience. As a B2B design team, our constant focus was on assessing how to design the optimal experience for sales teams while accommodating the intricacies of their business processes.
The Challenge
Embarking on my journey in the tech world with a project of this nature posed a significant challenge—comprehending the intricacies of various businesses within the FMCG market. Our primary goal was to craft a foundational workflow with customizable add-ons, allowing businesses to tailor the system to their unique needs. This endeavor required a deep dive into understanding multiple stakeholders and end users, ensuring we captured the nuances of their operations to establish the optimal workflow. The complexity lay in aligning diverse perspectives to hit the right balance and deliver a solution that truly resonated with the users and stakeholders alike.
Process
Existing Workflow for market visit
Painpoints
😩
Manual recording of store visits
😩
double effort of recording data found during market visits
😩
Time consuming
😩
Relaying on external stakeholders
Improved Workflow through Sight
Evaluate existing systems and workflows for inefficiencies and bottlenecks for the sales team when they are going for market visits. Which is part of their job and in order to increase productivity, the suggested workflow helps them in conducting visits to multiple stores in one visit while recording their data which is connected to their main web-portal.
Saving time through Streamline Workflows
In order to prioritize faster workflows and increased efficiency as key objectives, their user journey to conduct one store visit is reduced to the number of steps helping them achieve faster ways of working while increasing productivity.
Onboarding the users
When integrating another system/product into existing job tasks, streamlining the user's onboarding experience is important. The onboarding process is a critical workflow for Salesflo Sight, as it helps to familiarise users with the app and improve their efficiency at work.
Cracking the Data Visibility Workflows
Understanding the business need for data visibility and designing a flexible workflow that caters to multiple kinds of brands. For the sales team to capture data of their customers it was important to understand their organisation/brand's offering. Catering to that, a data visibility workflow was cracked that can accommodate different kinds of organisation and help them narrow down the visibility of data through Product Hierarchy & Geographical Hierarchy.
App Structure
Building on through the business needs and understanding different sales teams' problems, the next step was to bring all those workflows and combine them to form a structure for the app, Salesflo Sight.
Goals Achieved?
🎉
Data Transparency
60+
Workflows
210+
App Screens
🎉
Enhanced Operations
-34%
Time of Deployment
🎉
Improved Efficiency
+40%
Outlet Hit Rate
76%
User Adoption Rate
82%
User Activation Rate
9.3x
Task Completion Rate
70
Net Promoter Score
Measuring Impact for Business
Salesflo Sight significantly bolstered Salesflo's standing in the industry by identifying critical gaps in FMCG distribution management and crafting a tailored solution to address them. Its introduction strengthened our position within the industry by enhancing operational efficiency and addressing key challenges faced by businesses in the FMCG sector.
⏳
Impact Evaluation
Understanding how to measure and evaluate the impact of design solutions on key metrics, such as user adoption rates, activation rates, and task completion rates, is vital. Learning to quantify the success of design decisions helps in making informed iterations.
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Understanding Industry Pain Points
Learning to identify and deeply understand the pain points within a specific industry, such as FMCG distribution management, is crucial.
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Finding opportunities within constraints
Viewing constraints from different perspectives helped brew new approaches to tackle other constraints.
Project Takeaways
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