Ineficient Lead Sharing
Users were spending too much time sharing lead data with eachother.
Have you ever had to complete a task, but constantly had to switch between different screens?
E2open's solution suites provide visibility and collaboration across every supply chain touchpoint—spanning planning, supply, global trade, logistics, and channel management.
With a compact design team of eight, we handled design across these diverse verticals. This project highlights my work on Channel, specifically in Channel Marketing Automation.
Context
Channel Marketing Automation helps users attract marketing leads, run campaigns, and boost sales using digital marketing tools.
Initial Problem
“Managing and assigning marketing leads is a cumbersome task for managers”
Tedious Admin Work
Admins had to individually work with each partner to consolidate and maintain the product’s lead repository.
The Goal
To bring all marketing leads into one place
Making it easier for users to browse through lead details, share them quickly, and handle different tasks more efficiently.
Research Finding - 1
Related tasks were split across separate pages, disrupting the user’s workflow
After a task analysis, I found that the user needed to navigate to a different page to access each these tasks that were all related to the same data and often interconnected.
BEFORE
AFTER
Research Finding - 2
Reliance on Grids
Comfort with Excel encourages reliance on grid-based interfaces, which can limit visual hierarchy and make it harder to quickly scan for key lead information, something a more visual layout could improve.
Research Finding - 3
Inconsistent Formatting
Each partner formatted their lead data differently, leading to inconsistent structures that made it difficult for managers to review files and added confusion when sharing information across teams.
How Might We?
Design a centralised layout that ensures information can accommodate crucial data and be quickly scanned .
Ideation
The Card Layout
Grids aren’t ideal for representing hierarchical data, so I explored a card-based layout that better supports information organization by hierarchy. I experimented with different column layouts to evaluate the trade-off between information density and scannability.
The Pivot
The team didn’t have the time or resources to implement a brand-new card layout, I suggested a phased design update as a stopgap.
Phase -1
Optimising the existing grid system to support centralisation
Focused on consolidating the existing grid system to streamline workflows and ease transition for users familiar with existing structures, I worked on a grid system that centralizes functionality for all user types, resolving the pain points of navigating multiple workflows and scattered pages.
Phase - 2
Revamping the grid for Clarity & Accessibility
Phase 2 of the design project focused on enhancing data presentation. I implemented changes to improve scannability, optimize information organization, and elevate the visual aesthetics, addressing user feedback regarding data accessibility.
Editing a Lead Owner
Cleansing a Lead
A single lead may contain inconsistent user-entered information; for example, a name might appear as 'Sahana Rao' in one instance and 'Sahana R' in another. Partners must then manually correct the lead to ensure accuracy.
Impact
Testing is in progress to evaluate the impact based on the following considerations
Adoption Rate of New Layouts
What percentage of users actively use the card view versus the traditional grid layout?
Efficiency Gains in Lead Cleansing
How much time has been reduced in cleansing a lead since implementing the redesigned experience?
Card Design Effectiveness
Are users able to extract key information from collapsed cards, or do they frequently expand them to complete tasks?
View Customization
What percentage of users leverage view customization to support collaborative vs. individual workflows?
Takeaways
I learnt how to budget time. This was a big undertaking for a smaller timeframe
I learnt how to come up with different ideas within an existing design system and framework
I learnt how to organize ideas by following process driven iteration
Regular communication with product stakeholders is a must