PRODUCT DESIGN — UX STRATEGY — USER INTERFACE — SCALIBILITY

Contact Collection Workflow

Less than a third of customers were collecting feedback automatically through an as there was insufficient visibility into which contacts were being targeted. Without clear, accessible information, customers could not trust the process leading to low adoption and ineffective feedback collection.

  • Create a workflow engine that could accurately and efficiently automate outreach with clear in formation about where each participant or deal was in the pipeline. Also:

  • Without the ability to trust our automated feedback outreach, their insights and scalability decreased along with their likelihood to renew in the future. We needed to:

    • Provide high-quality data

    • Automate processes for recruiting and approval

    • Improve communication and outreach

    • Higher view of distribution health

  • Core member of the brainstorm team to gather data, discuss problem and solutions, and work out the best problem. Working in conjunction with another designer on the experience, I executed the interface.

IDENTIFYING THE PROBLEM

Brainstorm Team

An internal team was put together of product managers, engineers, product designers, and other internal stakeholders to discuss the problems at length. These discussions were long-form, over the span of a couple months in order to ensure we understood the breadth of the issues at hand. This feature was important to get well the first time, but be able to iterate quickly to perfect.

Primary issues identified:

  • Low participation rates due to low feature adoption

  • Incoming CRM data is incomplete and often messy

  • No way to manage incoming data

  • A lot of contacts were also missing data (primary contact, emails, etc.)

  • Customers were manual reviewing and approving with Excel sheets, since our system had no UI to see which participants were in the outreach pipeline

  • The above issues created a slow feedback loop, where participants receive outreach so long after the deal closed, they couldn’t give feedback accurately

PRODUCT DESIGN

User Journey Mapping and Early Wireframing

Outside of the cross-stakeholder discussions, the UX team had separate discussions to break down’s and map the user’s expected journey throughout the feature.

PRODUCT DESIGN

Early Exploration

Then came the time to iterate and gather feedback on early low to high fidelity mockups. Going in, where knew a couple things had to be true:

  1. Users wanted to have multiple workflows

  2. Each workflow needed to have it’s own set of filters in order to segment deals and types of feedback

  3. Each deal needed to have it’s details clearly listed out and where it is in the deal pipeline (missing data, ready for outreach, complete, rejected, etc.)

How could you manage multiple active workflows, the priority order of how participants flowed into each?

Managing multiple groups of deals could get tedious at scale. We explored many configurations in as far as grouped accordions and tabular structures.

Decision 1: Vertical groups with drag-and-drop priority editing

The eventual launch interface structured each workflow in a vertical, numbered priority order. Workflows at the top would examine imported deals and include any that fit their filters. If a deal didn’t fit, it would move down the list until each deal/participant was evaluated. If it didn’t fit any workflow, it would move into “Unassigned,” where someone could manually review why it wasn’t included. Each workflow included drag-and-drop functionality for ease of reordering, helping large organizations pivot when their internal priorities about which types of feedback to gather first change.

PRODUCT DESIGN

Managing Contacts at Scale

Next, each workflow needed to have visibility on which deals and participants were filtered inside.

Decision 2: Detailed table view with a linear tab progression

The Workflow Detail page allowing the program administrator to view each deal and participant in a table view. Each deal has an assigned Stage indicated by the tabs at the top. Then within each stage, there was an assigned status according to where it was in the deal pipeline. This provided the visibility clients didn’t previously have, all natively in their program. No Excel exports needed.

OUTCOME

Launch Impact

We saw immediate positive user sentiment from both our internal customer success managers and their direct points of contact within the organizations.

Over time, we saw a 73% adoption of the feature across all organizations. This was backed up by continually listening to user feedback and iterating on the initial foundational launch.

73%

of organizations with at least 1 active Workflow

after 1 year post-launch