Signed in as:
filler@godaddy.com
Signed in as:
filler@godaddy.com
The scope was to redesign the Veeva CRM Territory Feedback feature on iOS, and to introduce multiple feature configurations for an array of customer needs.
The feature allows pharmaceutical reps to review and provide feedback on their upcoming sales cycle goals.
The existing UI/UX was a tear down job, and needed to be reconsidered from end-to-end
The new design needed to support data density, and user-actionable real estate.
In order to cover different customer needs, the feature required unique variations.
I worked closely with a senior PM and identified 4 main use cases to design for, 2 of them being new.
After many design reviews and iterations, I worked with PM to handoff designs to engineering in chunks.
I reviewed demos, tested the feature alongside QA, provided feedback, and raised and tracked bugs.
Territory Feedback is set up by admins or managers for reps, the users, to review their future sales cycles. Pharmaceutical rep users would review the healthcare provider accounts that are in their territory, which is a geographical area that a rep covers. This can be hundreds to even thousands of providers -- some newly added, some existing from previous cycles.
Healthcare provider accounts within territory can either be "targets" (which include interaction goals), or "non-targets" (not required to see, but have the option to).
Pharmaceutical rep users have a certain timeframe to review their assignments and provide feedback. For example, they can review which accounts have been added or removed from their territory and if they are "targets". The users can then request to remove any of these assignments, or search for healthcare providers outside of their territory and add them.
On top of account assignments, they can adjust their goals for each healthcare provider, which includes a number of interactions per channel, and a number of interactions per channel per pharmaceutical product (ie. interaction goal of 10 face-to-face with 5 face-to-face for Cholecap, and 5 face-to-face for Raxxipen).
Customers may or may not have channel-specific goals, and may or may not have product-specific goals. They can have any number of self-defined channels, and and can have either no products or a large range of products.
The objective of the Territory Feedback redesign feature is to streamline the workflow for reps, so that they can provide feedback on their future sales cycle quickly and thoroughly.
Since these cycles are usually auto-generated, it's important that users have the opportunity to refine the data by adjusting account and target assignments, and interaction goals across channels to more realistic or advantageous goals using the users local knowledge.
Currently, users are struggling with the interface and require a lot of training to complete the task of providing feedback with proposed changes. It's difficult for them to identify how their upcoming cycle is different from their current cycle, and the process is slow due to synchronous loading checking for validation rules at every turn.
By optimizing the redesign to reduce unnecessary navigation, increase data density, rethink the process to an asynchronous workflow, and improve the UI across the board, we aim to help users provide feedback more precisely and with less friction, so that they can maximize their schedules in real life with goals that are high achieving yet attainable.
The flow required users to launch a different modal for every account/target they wanted to update. This made them have to navigate in and out of different views repeatedly, which made for a tedious and slow workflow.
Saving updates requires validation rules to run in the background before the update is either approved or rejected by the system, or marked as pending (to be reviewed by a manager). This caused repeated wait times for users every time they made an update.
In the older design, it was unclear how the user's previous territory assignment compared to the upcoming territory assignment, which burdened users to identify and review cycle changes made by the admins. Once users made updates themselves to the upcoming cycle, their own updates were difficult to identify as well.
The existing feature was outdated in UI, and not built to scale in order to have the flexibility that customers needed. The feature requires multiple configuration options for different customers, but the existing UI/UX didn't support a flexible framework, so a full redesign was proposed.
After the feature redesign scope was pitched and approved, I met with a senior product manager to kick off the feature. He went in-depth on the feature today, users pain points, customer feedback, and hopes and dreams for the redesign. I went through common flows to get a realistic feel for current processes and load times that users experience.
After understanding what user actions were required, I started brainstorming the general framework of 2 main screens:
Once I structured a layout that supported the required user actions, I designed for different states and additional components. I worked with the PM to define how asynchronous loading would work hand-in-hand with the design.
I reviewed decisions made within the PM's written spec, which was presented to stakeholders for check-ins and final approval for the entire feature.
The final spec and design within Zeplin was handed off to engineering and I stood in on standups for design questions and UX/UI reviews during demos until feature release.
Add/Drop Widget, First Release
The first release of the dashboard used these simplified Add and Drop widgets.
The colored border shows the amount of adds or drops relative to the total amount of change. Each widget drills into a filtered table view of accounts.
Add/Drop Widget, Second Release
The second release of the feature included an iteration of the Adds/Drops widget into a singular Assignment Changes widget.
It more clearly demonstrates that the total circle chart is comprised of total changes, and creates a single entry point into a drilled-in table view of all changes.
Guidelines Widget
To assist reps setting up their next cycle, customers may set up guidelines that are customizable to their requirements.
Table Spreadsheet
To increase data density, I used design system components to define an editable spreadsheet. I introduced parent and child headers to the design system, and primary and secondary columns.
The actions and account name are fixed, and the rest scrolls horizontally beneath.
Slidedrop
A name we coined as an in-line status notification for pending and rejected changes as the feature works real-time.
Stacking toasts were explored initially, but individual slidedrops allow users to see updated statuses next to their changes.
Editing Toggle
To allow editing within the table directly, I designed a new component using an iOS popover as a base.
The + and - become disabled if a minimum or maximum number is reached to reduce validation processing, and the editing toggle works for any number in an active feedback cycle.
Team Selling Row
Some customers assign reps to work together as a functional team.
To support this use case, I designed an secondary row to highlight the editable team goals as well.
Location-Based Column
Another configuration customers may have is to include location per channel/product goal.
This may be due to regulation requirements or to simply allow more granularity.
Overall, this feature redesign was an enormous group effort, and I think the final product was successful with our users and customers as it was a vast improvement in both user interface, real-time workflow, and data density.
After the main release, I moved onto other feature squads, however, I was glad to have had the opportunity to make several design updates and iterations for Territory Feedback.
Since we've shipped it and received feedback, the senior product manager reached out to me and we worked on additional changes and tweaks.
Some of these updates included changes to navigation wording and placement, an addition of an explicit add/drop column to the table interface, and an iteration of the dashboard add/drop widget and entry points to the editable spreadsheet.
Because the ask for this feature was so large, it taught me to mindfully scope design chunks, figure out what to prioritize, discover what can be done from a technical perspective, and make progression in a way that can be communicated and delivered with the product manager as a team.
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