• User Experience (UX) Designer
  • Interaction (IxD) Designer
  • User Interface (UI) Designer
  • Visual Designer
  • Information Architecture


Interaction Design:

  • High-fidelity interactive prototypes

UX/UI Design:

  • Stakeholders Interview

  • Competitive analysis

  • User surveys and one-on-one interviews

  • Personas

  • User journeys and task flows

  • Site map

  • Low-fidelity wireframes

  • High-fidelity mockups and prototypes

  • Design system and UI kit

  • Usability tests and findings


Project Specifications

Duration: 9 Months


    • Figma

    • Miro

The Challenge

Addressing Limitations in Scope, Flexibility, and Inclusiveness”

The Sales Performance Management Dashboard faces challenges that limit its effectiveness, including a limited scope, lack of flexibility, static nature, exclusion of diverse users, clumsy design, and scattered information, hindering sales performance management and decision-making.

The User & The Stakeholders Interview

Navigating Visions: Bridging the Gap

One of the biggest challenges is that large teams often find it hard to reach a common understanding; everyone has their vision about the company strategy and the new product goals. 

Findings from the Users & Stakeholder Interview:

During the stakeholder interview, several key insights emerged:

1. Limited Scope:
– The users & the stakeholders expressed frustration with the current system’s limited scope, as it only caters to Sales Reps and Managers in specific countries.
– They highlighted the need for a global view of sales performance to facilitate better decision-making and strategic planning.

2. Lack of Flexibility:
– The users & the stakeholders emphasized the importance of customization options in the dashboard.
– They shared instances where the inability to tailor the dashboard to their specific needs hindered their ability to analyze data effectively and gain meaningful insights.

3. Static and Inflexible:
– The users & the stakeholders raised concerns about the dashboard’s inability to adapt to changing business requirements.
– They highlighted the need for a more flexible system to be modified and updated in real-time to address evolving sales management needs.

4. Exclusion of Diverse Users:
– The users & the stakeholders expressed disappointment with the system’s lack of support for users from countries outside the current limited scope.
– They stressed the importance of inclusiveness and collaboration across regions to foster data-driven decision-making.

5. Clumsy and Outdated Design:
– The users & the stakeholders identified the outdated design and challenging interface as significant usability issues.
– They emphasized the need for a modern, intuitive design that enhances user experience and facilitates efficient data interpretation.

6. Over-featured and Scattered Information:
– The users & the stakeholders found the presence of unnecessary features and scattered information overwhelming.
– They highlighted the importance of a streamlined and focused presentation of critical performance indicators for easier decision-making.

Voices Behind the Screens:

Unveiling User Perspectives through Interactive Interviews

Total of 16 participants from 6 countries

  • Germany: 2
  • Italy: 2
  • UK: 1
  • India: 2
  • US: 5
  • Poland: 4 

Participants’ roles:

  • Majority Sales Managers
  • Some Sales Representatives
  • Key Business Owners 

Competitor Analysis

Understanding Competitor SPM Solutions

  • Profiling competitor companies and examining their CRM solutions
  • Assessing competitors’ market positioning and strategies
  • Studying the successes and failures of Bayer’s competitors
  • Evaluating strengths and weaknesses in competitors’ user experiences
  • Gaining a comprehensive understanding of the industry landscape

Key Questions for Competitor Analysis:

  • What are the key advantages of competitors’ user experiences?
  • What challenges do their users encounter?
  • How do competitors position themselves in the market?

Lo-Fi Wireframes

Understanding What Users Find Intuitive and Why

During low-fidelity prototype testing, I had the opportunity to delve deeper into users’ expectations when completing specific tasks. By closely observing their Task Performance and interactions, and engaging in dialogue, I gained valuable insights. These insights guided me in making necessary adjustments to create a more refined high-fidelity prototype. I paid attention to details like actionable and consistent iconography and ensuring consistent paths for navigation, which played crucial roles in building a robust design system.

The Usability Testing

Putting It to the Test:
Usability Testing Insights

  • Conducted usability tests on Hi-Fi (High-Fidelity) prototype with Sales Reps and Sales Manager
  • Uncovered new design possibilities and solutions through testing based on the feedback
  • Identified areas for improvement that might have been missed in earlier stages
  • Validated the effectiveness of the refined design and user experience
  • Used insights from usability testing to finalize the CRM solution design
    Prepared the Hi-Fi wireframes for handoff to developers for implementation

User Feedback on Hi-Fi (High-Fidelity) Prototype

Voices from the Field:
User Feedback on Hi-Fi Prototype

  • Overall positive reception of the refined design and user experience
  • Users found the CRM solution to be fast, clear, and easy-to-use
  • Appreciation for the intuitive navigation and well-organized layout
  • Users expressed satisfaction with the improved visual elements and interactions
  • Some users offered suggestions for additional features or customization options
  • A few users requested further integrations with other tools they use in their workflow
  • Users felt more confident and efficient when using the CRM solution compared to the previous version