Benchmark Plays

The problem

Managers and sales reps often felt unsure about the best way to create a Play, or sales cadence. Our competitor’s products had a feature that alleviated this problem already, and we needed to catch up.

Wireframes

Different personas need different cadences, so I segmented plays by role. They also needed to show basic stats, one of those stats that was requested was % successful (marking a deal as Closed/Won). I played with a variety of flows to nail down the information architecture before settling on a large modal that would allow users to more directly compare them, one with another.

Research and Testing

The need for a feature like this in-app was something that was requested almost anytime I’d user test or interview sales reps. Managers too, didn’t always know where to start. With that qualitative, historical research, I tested this feature internally with sales reps and the sales rep coach before nailing down the final design and then added tracking for analytics to quantitatively see how this tool will be used.

Final design

The VP of product took special interest in this project and suggested I create something friendlier, which isn’t something we were used to doing in our application. I explored that idea and then drew these icons. Also, I trimmed the copy down so users could more quickly decide which method of creating a play worked best for them.

The layout for discovering an existing play proved a little trickier. I was happy with the end result in that it lets users scan through multiple plays all in one, large modal. They can expand and collapse details as needed and search for plays by sales role. I ended up segmenting tasks by day since research shows that’s how end users and managers think about cadences. This was something I hadn’t seen in our competitors similar offerings for this type of tool.

Initially, I hadn’t highlighted merge fields. User feedback told me that that was a key element to know for those who had them set up as it saved a lot of time and prevented a lot of mistakes.