SFA 360

The project was initially developed as a desktop application resembling Power BI, with little consideration for user experience. Users encounter an overwhelming datacluster and visual overload, making it challenging to navigate and interpret information effectively. The dense interface and excessive data visualization elements significantly hinder productivity and user satisfaction. Furthermore, the installation and setup process, especially for the sales team, is time-consuming and complex, exacerbating the productivity issues.

The target audience includes sales teams and managers from various industries seeking efficient sales force automation, as well as IT departments responsible for implementing and maintaining the software. These users require streamlined, intuitive interfaces and quick setup processes to enhance productivity.

• Simplifying complex data presentations to avoid overwhelming users while maintaining detailed information and a user-friendly interface.

• Streamlining the installation and setup process to be quick and easy for non-technical sales team members, ensuring robustness and feature richness.

• Redesigning the interface to focus on user needs and behaviors, conducting comprehensive user research, and testing within project timelines and budget constraints.

• Providing accurate, real-time data without sacrificing performance, ensuring smooth interoperability with existing enterprise systems and databases.

• Designing the application to handle growing data and users while protecting sensitive sales data and ensuring user privacy without compromising user experience or accessibility.

• Collecting user feedback from current users is challenging due to limited access, making it difficult to gather comprehensive insights for improvements.

The research helped us get some key insights to redesign the entire application and add necessary new features.

• Historical Design Choices : The old app’s Power BI style and Excel sheet resemblance were due to a previous system of manual entries in books.While users were comfortable with the entry flow, the app lacked user-friendliness.

• Market Competitiveness : Although the app was functional in certain aspects, it fell short in terms of ease of use and features compared to competitors.

• Mobility Issues : As a desktop application, entries could only be made in the office or on laptops, making the process tedious and limiting user accessibility.

• Complex Data Visualization : The graphs and data presented were too confusing and did not clearly display the key information users needed to glance at on a daily basis.

The insights and testing have significantly enhanced our product by redesigning the UI and introducing new features as below :

• Advanced Planning and Calendar Control : Empowers sales reps with tools for daily planning, follow-up reminders, customer alerts, task management, and note creation, streamlining workflows.

• Market Analysis and Insights : Provides comprehensive market analysis to understand segments, competition, and trends, optimizing sales strategies with detailed trend analysis reports.

• Asset Management : Enables real-time tracking and maintenance of assets, from recording to distribution, planned material management, and reduced administrative burden.

• Real-Time Reports : Facilitates intelligent decision-making with analytical reports on sales, performance, expenses, and ROI, organized into hierarchical dashboards for streamlined data access and enhanced business insights.

The project significantly enhanced user navigation and engagement through an intuitive, user-centric design and seamless login experience. Developing a web application with mobile-responsive design greatly improved usability and ease of access. Conducting user research and interviews provided insights into user problems, leading to the introduction of new features. Additionally, this improved the efficiency of the sales team during the setup process. Simplified setup processes and effective data visualization reduced visual overload, enhancing overall usability. Continuous user feedback ensured the application met evolving needs, while a scalable design provided consistency across devices.

For a product like Unite, the success metrics are subjective since the application is still in its development phases. However, it is crucial to measure engagement and impact through the feedback received:

Enhanced User Engagement: Successfully onboarded over 10,000 active users post the launch of new web app, marking a 110% increase from the previous customer base of 8,000+, fostering longer session durations and higher user engagement rates. Positive feedback and improved satisfaction scores validate enhanced user interaction.

Efficiency Gains : Streamlined setup processes and accelerated task completion for sales teams, ensuring major tasks are accomplished in three clicks or fewer.

Improved Retention and Responsiveness : Achieved higher retention rates and frequent platform usage, enhanced by mobile responsiveness for seamless cross-device access.

Usability and Satisfaction : Enhanced usability with effective data visualization, reducing visual overload. Continuous user feedback drives ongoing feature updates and improvements.

• Continuous User Testing and Feedback : Regularly conduct user testing and gather feedback to identify and address pain points. Use insights to make iterative improvements, ensuring the application evolves with user needs.
• Accommodating Diverse User Requirements : Recognize that the application serves various industries, with a significant user base in Pharma. Adapt to the changing needs of different user groups, prioritizing the resolution of their unique issues.
• Enhanced Ground Research : Allocate more time for comprehensive ground research, focusing not only on redesign but also on deeply understanding user experiences. Employ empathetic design practices to create a more user-centric application.
• Feature and Usability Improvements : Continuously introduce new features based on user feedback to enhance functionality and usability. Ensure the application remains adaptable and meets the evolving demands of its diverse user base.