Overview

How might we…provide forward-deployed reps with real-time access to clear and relevant performance indicators so that they can meet or exceed their monthly utilization metrics?

Problem

A design agency from the Midwest was initially retained to develop this application for Budweiser but was removed and awarded to my employer, Fuzz productions. On my first day:

• I received a multitude of Sketch files; they were filled with images but lacked substantial documentation.

• There was a noticeable absence of context and detailed annotations.

• The effort lacked a clear roadmap, making it challenging to understand the direction and requirements.

Existing application

The initial direction we received from Budweiser was only a quote that read, "It's not very usable".

Time

The team had a focused six-week timeline for this project. I started by analyzing the existing app and conducting user interviews to gather critical insights. Moving forward, the team—including an engineer, product manager, developer, and myself—defined the new product experience. We then designed and rigorously tested the app. Finally, we pushed the app to the sales reps, ensuring we met Budweiser's deployment deadline on time.

Building empathy

Workshop with stakeholders

Goals

• Streamline the overall application experience, making it less cluttered and more consistent.

• Maintain the current look-and-feel of the app.

• Ultimate goal: "Make the app usable without a demo."

• Improve sales rep utilization & Increase data visibility for sales metrics.

• Optimize routes for efficiency.

• Boost daily sales and market reach.

Product

• Tool for sales reps to manage their accounts (bars & restaurants).

• Used to monitor KPI progress (sales, targets, etc.).

• Utilized for placing orders for accounts (though this won't be redesigned in this iteration).

Considerations

• The KPIs displayed on the Dashboard were determined by sales reps, so changes to this information are unlikely.

• Limited appetite for drastic changes as the current designs have been approved by high-level ABI stakeholders.

• More openness to changes may be possible in a future release.

• Prioritize critical features that impact sales performance and streamline data access for reps.

Interviewing sales reps

Arriving at a Bronx warehouse at 6 am, I requested the manager to share insights on the highest and lowest-performing salespersons. My objective was to pinpoint gaps between current tasks and the best practices needed for success.

I discovered that the sales team uses seven distinct iPad applications to perform their duties, each with its own branding and user experience. The above image highlights the fragmented nature of their workflow, showcasing the various interfaces and applications they must navigate to complete their tasks.

User story map

Navigating complex workflows

Sales representatives juggled emails, SMS, spreadsheets, and over seven iPad apps, causing inefficiencies and communication breakdowns. A single, cohesive system would enhance productivity by centralizing information.

Defining what good means

Budweiser's leadership lacked clear definitions of positive or negative performance. Standardized metrics would guide and motivate sales representatives, aligning their efforts with company objectives.

Enhancing functional capabilities

Current applications handle accounts, sales analytics, and tasks but lack features for time management, internal communications, order processing, and backend functionality. Integrating these would streamline processes and boost efficiency.

Design

Information architecture

• Utilized typographic hierarchy.

• Leveraged existing iOS interface guidelines.

• Guided the user’s eye to the most important elements.

• Ensured a clean and organized layout for better user comprehension.

Expandability

• Leveraged iOS’s App Bar component.

• Enabled future growth and integration of additional functionality.

• Allowed for scalable design.

• Included more features without cluttering the interface.

Location visibility

• Implemented the Google Maps API.

• Generated an overhead view for easier location finding.

• Provided geographical context.

• Improved navigation efficiency.

Progress insight

• Employed radials for visual feedback.

• Used gauges to display performance metrics.

• Integrated progress bars for real-time views.

• Helped sales reps understand their performance against monthly goals.

• Offered immediate feedback to enhance motivation and productivity.