Data management tools
Netbramha
—
2021
I designed the data management experiences for sales teams, empowering them with tools to manage large amounts of data, gain performance insights, and make informed decisions, ultimately enhancing productivity and sales performance.
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Revenue Summary
*Units In INR
Delivered
Booked
Target
TARGET BY
Overall
Sales person
Advertiser
Agency
Overall revenue
200CR
175CR
150CR
125CR
100CR
Jun
Jul
Aug
Sep
Oct
Nov
Oct
Nov
Dec
Tracked
Prospect
Approved
Pushed
Confirmed
Booked
Approve request
ID
LEAD NAME
CREATED
TYPE
ADVERTISER
SALESPERSON
STATUS
START DATE
END DATE
129462
TiktokSepNov_Banner_Vid...
19 Sep‘19
P
TikTok
Nilesh Shinde
Pending Push
5 goals created
19 Sep‘19
11 Nov‘19
129461
Frooti_SepNov_CPM
18 Sep'19
P
Parle Agro
Rajesh S
Booked
18 Sep'19
11 Nov‘19
129458
Barcadi_SepOctNov_Bann...
16 Sep‘19
P
HUL
Jithin
8.3CR
8/9 goals
8.5CR
18 Sep'19
19 Nov‘19
129459
Tiktok_SepNov__CPM
17 Sep ‘19
P
TikTok
Anand Gopal
Pushed
4hrs ago
18 Sep'19
12 Nov‘19
129460
Barcadi_SepOct_Bannr_vi...
18 Sep ‘19
P
HUL
Nilesh Shinde
Pending Push
5 goals created
18 Sep'19
11 Nov‘19
Project overview
01
Problem
Sales teams were struggling with inefficient data management processes, making it difficult to track, analyze, and act upon leads effectively. The existing platform was rigid, with a broken information architecture (IA) and a navigation system that required teams to jump between screens, leading to low productivity and frustration.
Solution
I led the design of the salesperson's journey to increase efficiency and productivity. The new design streamlined the lead management process (search, filter, edit), enhanced user comprehension, and facilitated swift decision-making.
Impact
A 20% reduction in the time taken to perform complex lead management tasks, enhancing overall sales team efficiency.
Tools
Team
Rishika, PM
Devam Soni, UI developer
As the Product Designer, I drove the end-to-end design process for the salesperson's journey. I collaborated closely with clients to identify business constraints and partnered with the database management team to ensure the feasibility of design solutions.
Context
02
Voiro is an ad-revenue management tool used by companies to sell their ad spaces and run campaigns.
Finance
Data
Sales
Operations
Compliance
The platform provides tools for every step of the ad lifecycle: sales, marketing, execution, and performance tracking.
Salespeople are responsible for finding leads, managing campaigns, and tracking the revenue generated — ensuring everything runs smoothly from start to finish.
One of the primary tasks of a salesperson is tracking potential customers or leads, managing their status, and analyzing them for any potential barriers in their progression.
Sales deals with a large amount of lead data daily, making robust lead management essential.
For this case study, the spotlight will be on the salesperson's needs and goals in lead management.
Discovery phase
03
Salespeople emphasized the need for tools that supports focused work, minimizes repetitive tasks, and allows them to tailor their workspace for greater efficiency.
To kickstart the project and truly understand the needs, challenges, and aspirations of our users, a comprehensive interview process was initiated. A plethora of user stories emerged from this initiative.
Research details
Insights
Salespersons manage large amounts of data daily and need tools that provide focus, flexibility, and efficiency to boost their productivity and sales performance.
Competitor research
04
Lead scoring tools, multiple view support, and advanced filtering were key features provided by industry-leading CRM tools to enhance focus, efficiency, and flexibility for sales teams.
Evaluating key competitors like Zendesk, Freshworks, HubSpot, and Zoho helped me ensure my solution met industry standards. I performed a competitor analysis to identify best practices and key features.
Competitor research details
Problem statement
05
How might we enable sales teams to quickly access, assess, and act on key data, while reducing cognitive load and enhancing efficiency?
Ideation and prioritization
06
Collaborations with both the engineering team and clients helped refine the ideas, focusing on those that provided the most value without disrupting existing processes.
To ensure comprehensive coverage of all aspects of the table view, I brainstormed ideas for each segment: data-level, row-level, and column-level. This approach helped to address various facets of the table view comprehensively.
Ideation and feature prioritization details
Design and iterations
07
I designed lead management experiences for sales teams to optimize their workflow and enhance efficiency through capabilities like bulk editing, advanced filtering, and intuitive table interactions.
Table interactions
—
1
How might we design the data table that enables salespeople to quickly find, edit, and manage large datasets with minimal effort?
A significant part of the dashboard is dedicated to a comprehensive data table, which displays detailed lead information. My primary objective with this table design was to refine how salespeople interact with large datasets, aiming to enhance their efficiency and effectiveness through improved layout and interaction capabilities.
Search
I want to quickly find specific lead details without having to scroll through pages of data, enabling me to focus on crafting personalized engagement strategies.
The search functionality within the table is designed to be robust and flexible, allowing users to quickly locate specific leads or information across multiple fields.
Accessible columns
I want to keep crucial columns like 'Lead Name' and 'Status' in view at all times, even as I explore other information in the table.
The table includes options to sort columns and lock them in place. Ensures critical data remains accessible, improving data tracking and decision-making processes.
Custom groups
I often need to segment leads into groups to focus our resources effectively.
Create groups of data either from scratch or from the current view settings, making it easier to manage and analyze clusters of related data.
Custom views
I need to adjust my view frequently to focus on different data points that are critical for daily operations and reporting.
Users can customize their view by filtering and rearranging columns based on their current needs. Enhances the adaptability of the table, ensuring users can easily access and analyze the data that matters most to them at any given time.
Row interactions
I need quick access to actions like editing or archiving leads directly from the table without additional clicks or navigation.
Row interactions are enhanced by hover effects that reveal action items such as editing lead information, flagging a lead, or moving a row within the table. Selection cues on rows highlight the active data, providing clear visual feedback. Streamlines workflow by integrating essential actions directly into the data view, reducing the steps required to manage leads and enhancing user interaction with the table.
Bulk editing
—
2
How might we design a bulk editing solution that maximizes efficiency and user comfort while minimizing the potential for error?
Window pane
Stacked next to the table
Modal window
Aligns with the existing user interface patterns across the platform.
Difficult to scale to other modules due to limited space
Weak association and lack of context
Maintains context by keeping data in view while making edits
Columns that are not part of the view might be missed
Can make the table layout more complex and harder to navigate
Draws user focus to the bulk editing task, reducing distractions
Can be easily scaled to other modules
Maintains context
Selected
The modal window was selected because it draws user focus to the bulk editing task and reduces distractions.
Within the modal window, I further explored different layouts for presenting the fields and the table —
Vertical stacking
Horizontal stacking
Integrates a full table view at the bottom of the modal, but horizontal stacking of fields proved suboptimal based on form design guidelines.
Features vertical stacking of fields on the left and a table view on the right within the modal, offering a more organized layout and easier data correlation.
Selected
Horizontal stacking was chosen due to its clear visibility of all fields, ensuring users can see and edit all necessary information without losing context. Additionally, it supports multiple rows in the table view.
Addressing user feedback to improve the bulk editing experience, several enhancements were implemented to streamline workflows and provide better context and control for users —
To enhance the user experience, fields were grouped to reduce cognitive load, options for precise selection were added, visual markers for editable fields were introduced, and active edits were highlighted to provide clear context.
Grouped fields by type
How do I quickly find the field I need among so many?
Users were overwhelmed by the number of fields and had difficulty locating relevant information.
I grouped fields by type (primary, meta) to reduce cognitive load, making it easier for users to quickly find and manage relevant fields.
Editing interaction
Where are all my fields?
Users wanted to know which field they were currently editing, to avoid potential mistakes.
I implemented visual indicators that highlight the active rows and fields within the table, in addition to the left panel.
Hide uneditable fields
Where are all my fields?
Users were confused by the absence of certain expected fields.
I added back the missing (read: uneditable) fields and introduced an option to hide them. Introduced visual cues within the table view to further aid in identifying editable and uneditable fields.
Further select or deselect fields
What if I accidentally select the wrong fields for editing?
Users found it challenging to correct mistakes when they selected the wrong fields for bulk editing.
I introduced options for users to further select or deselect fields, allowing them to refine their selections and correct any errors easily.
Advanced filters
—
3
How might we design filtering options that allows sales teams to quickly and effectively manage their data with flexibility and minimal disruption?
Modal window
Modal window with table view
Good for advanced filters
Can easily accommodate more complex filtering features and options
Disruptive for quick, frequent filtering needs
Lack of context
Maintains context by keeping data in view
Duplicating the entire table would be inefficient
Reduces the available space for filters, taking away the advantage of using a modal window
Overlay menu
Overlay menu with action button
Keeps the table in view, maintaining context
Less disruptive for frequent filtering needs
Real-time application of filters can lead to a lot of movement, visually disrupting the user experience
Can obscure parts of the table
Apply button ensures filters are only applied when confirmed
Movable icon to allow users to reposition the overlay card as needed
Selected
The overlay with an apply button and movable icon was selected for its ability to maintain user control, context, low interaction cost, and balance between advanced and quick filtering needs.
User testing revealed additional needs and preferences regarding filter application, leading to further enhancements to the filter menu —
The advanced filters feature was improved by adding options to save filters, introducing an overlay for quick selection, providing default field values, and preventing logic errors to enhance user efficiency and accuracy.
Save filters
How can I save my filter settings for future use?
Users required a way to efficiently manage and reuse their commonly applied filters.
Provided a 'Save Filter' option within the filter configuration menu, allowing users to instantly save their current filter settings.
This created the need for adding a new layer between the filter icon and the filter logic menu—an overlay card that allows users to quickly select any of the saved filters if they desire, or create a new rule by selecting the "new rule" or "rule group" options.
Default field values
I am not sure where to begin.
Users were struggling to start the filtering process, unsure of where to begin.
I provided default field values to help users get started quickly, reducing the initial setup time and guiding them through the filtering process.
Preventing logic errors
Why is my logic not working?
Users often encountered logic errors when setting up filters.
I added visually uneditable fields to prevent logic errors, ensuring that subsequent conditions are logically consistent (e.g., if "and" is applied, the next condition must also be an "and").
Data widgets
08
I also designed custom data widgets, transforming complex data into actionable information that enhances user comprehension and facilitates swift decision-making.
The data widgets are designed with a comprehensive understanding of user needs for data interaction. Every element, from the header to the legend, is thoughtfully placed to encourage exploration, comprehension, and action.
Solution
11
I designed the end-to-end journey for sales teams, empowering them with tools to manage leads, gain performance insights, and make informed decisions, ultimately enhancing productivity and sales performance.
Lead list and summary
The Lead List & Summary page serves as the central hub for sales activity, combining a detailed and customizable lead list with a concise summary of sales performance.
Advanced filters
The advanced filters feature allows users to apply complex logic to their lead lists, enabling precise targeting and analysis.
Bulk editing
The bulk editing tool empowers users to make changes to multiple leads simultaneously, enhancing efficiency and reducing repetitive tasks.
Data dashboard
The dashboard transforms numbers into narratives, helping sales reps to recognize trends, compare performances, and act on information quickly.
Impact
11
A 20% reduction in the time taken to perform complex lead management tasks, enhancing overall sales team efficiency.
Expanded the design system with 5 custom data widgets, making it easier for sales teams to analyze data and make informed decisions.
Lessons learned
10
This project enhanced my ability to design comprehensive solutions for complex workflows. I learned to effectively transform raw data into meaningful insights and create intuitive interfaces that empower users.
Understanding data vs information. This project taught me how to transform raw data into meaningful insights. It’s not just about having data; it’s about presenting it in a way that makes sense and drives action. Creating data widgets was a new yet familiar challenge that deepened my understanding of how users interpret and engage with data.
Handling complex workflows. Designing features like advanced filters and bulk editing tools required a comprehensive understanding of user behavior and nuances. I had to think through every step, anticipate edge cases, and ensure all aspects of the interaction were accounted for.
Working with clients. Engaging with clients to understand their needs and constraints was crucial. It wasn't just about delivering a solution; it was about crafting a tool that truly fit into their workflow and addressed their unique challenges. This taught me the value of empathy and active listening in the design process.
Collaboration and Documentation. The project involved numerous moving parts and customizable elements, necessitating a clear and detailed handoff to UI developers. This meant meticulous documentation and communication to ensure the design vision was accurately realized in the final product.
Let's work together —
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