Sales Ecosystem: Vision, Research and Design

The idea is to transform technology experience for Sales and Sales traders by digitizing workflows and empowering Sales to focus on exceptional client service. The end result to be an ecosystem of technology, an internal tool management system - Where salespeople are at the center.

Current State

Below if how the current London EM Salespersons desktop looks like.

This might look like mess for the normal eye. For Salespeople, continuously validating ideas against many tools and sources, every inch of the monitor real-estate is personalized and accounted for.

Challenges

• Applications have historically built in silo to solve a particular business issue with no interoperability.

• Data is inconsistent and in some instance missing.

• Salespeople have expectation of iPhone usability, workflow and application experience. Contextual linking not available with outside applications.

Business Goals - a cohesive ecosystem, empowering Sales with technology.

A future state of Sales ecosystem that allows our salespeople to be better informed, more efficient and continue to provide extraordinary client service and product delivery. What will a successful future state would be and how will we measure the success?

1. Fully integrated connectivity across all sales functions

2. Analytics visualizing data from client platform usage, transactional data and revenues

3. Mobile offering for client meeting preparation, market monitoring and analytics on-the-go.

4. Leverage CRM tools and integrate additional sales tools.

5. Structuring and Pricing tools for clients, decreasing sales time spent modelling trades.

Designing the Sales Experience

Goals :

1. Start identifying innovation opportunities and illustrate a vision for a cohesive Sales ecosystem.

2. Have a clear picture of unmet and unspoken user needs with regards to Sales ideation.

3. Identify opportunities that lend themselves to future state concepts

Team:

• 2 UX Designers

• 1 visual Designer

• 1 Product manager

Research Methods

1. Interviews: We spoke with Research Sales, Sales Trading, Client Strategy, Corporate access and Sales management across all regions.

2. Surveys: We sent out surveys that were application specific.

UX Plan - Double Diamond

We focused on " What we have" and understanding " What we need" and we categorized the feedback into six key buckets.

Interview Prep

Analysis and Synthesis

User Journey

Outcome and Opportunity areas

Interview and Survey consolidation

Consolidating all the information from survey and interviews allowed us to come to define and pin point the opportunity areas.

Areas of opportunity:

1. How we might enable Sales to manage a clients positive perception of the Salesperson and the firm

2. How might we track successful trades holistically in one integrated interface?

3. How might we track and measure the success of the lifecycle of trade ideas?

4. How might we accelerate Salespeople time to insights about their clients?

5. How might we help Sale enhance their " Personal Brand" and the firm's brand.

Many other such opportunities were identified and validated and confirmed in consultation with the product team. These opportunities set a direction for the team to design an innovative solution to the challenges uncovered in the research.

Design Principle

Based on the above research and understanding a set of design principles were set so that the design team can focus around who we are designing for and why. With every concept, we evaluated its merits against these design principles. Ultimately, they will help the team drive towards an optimal user experience.

1. Designing a new system keeping the current deisgn in mind. Learning a new system takes time. Reducing time on task when accessing, finding and discovering critical information is vital for Salespeople to perform at their best. Accelarating their time to client insights requires a deeper understandig of their unmets needs.

2. Show relevant information at all times Framing Salespeople's problems in terms of their why rather than simply their actions whill help accurately reflect tehir mental models.

3. Give me an edge Salespeople should be able to leverage supportive feedback and recommendations to strengthen the trade ideas.

Design concepts Based on UX plan