Work in progress..
Tranzo App
How a Mid Scale Dental Solution Provider Build a Highly Productive Field
Workforce through Tranzo.
Background
Challenge
How might we deliver a stress free and balance experience to our field sales representatives which will bring back their motivation and boosts their productivity ?
Solution
Interface that helps them to manage their daily tasks, leads, coverage and also help them to manage their day to day sales activities. It should also provide an efficient way to track the overall progress.
Project Overview
About Tranzo
Idea of Tranzo was to create something which will make field agents job more efficient and stress free. Field agents based remotely and are responsible for managing contact, scheduling visits, meeting with clients and leads, closing deals etc. Through Tranzo, I’m going to look at everything from task management to the working relationship with managers, and also try to solve some of the common challenges sales agents face along the way. This app is meant to help them to prioritise their tasks, leads, coverage and also help them to manage their day to day sales activities.
My Role
As this was a self-initiated project and being the only designer, I took the responsibility of planning research, doing design thinking and designing visuals.
Tools Used
Figma + Illustrator + Google Forms
Discover
Background Research
Focus were mostly on reviewing and studying articles, facts, tutorials about field sales domain. Intention was to collect as much information as possible about sales process, field reps journey, sales challenges and expectations. Few reliable sources which I used to collect info were:
Findings
Main reason for stress in field reps job are:
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Unorganised schedule, task prioritizations and unproductive time management.
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Lack of leads and the continuous pressure to find new.
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Commission-based compensation plans.
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Tedious and manual way of reporting and updating database about leads.
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Lack of resources and sales enablement support.
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Lack of communication channel with managers and colleagues.
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Working in isolation.
Additional Key Insights - Sales Report 2021
Competitive Analysis
For my research, used 3 competitor’s mobile app to understand the way they deals with the Indian market and fulfilling their customers needs. Main focus of analysis was on productivity features like time management, task handling, day planner, reminders, automation etc.
Findings - Competitive Analysis
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Most of these apps focuses on sales efficiency rather than focusing on reps productivity.
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CRM Integration and domain specific asset enablement proven to be a key selling points.
Telephonic Interviews & Surveys
Conducted telephonic interviews with some contacts. Also due to very limited access to users, used surveys (google forms) to collect data. Main channels were Linkedin, Quora and Facebook sales groups.
Key Findings & Insights
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Agents want a platform which help to track and record all customers data in a single place.
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They want something which can help them to prioritise their task.
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They also want something which help them to plan their sales route based on traffic.
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They also need reminder on their schedules.
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They all motivated by incentives and recognition.
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Mangers want a reliable platform to track their agent activities.
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Mangers also want daily reports and proper analytics of agent’s performance.
Define
Defining Design Goals
On the basis of pain points and identified problem area, defined design goals:
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Efficient way to manage leads and contacts information in a single place.
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Simple and intuitive way to manage, prioritise and track daily tasks and plans.
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Optimise form filling, report generation and CRM updation process.
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Design an efficient communication channel.
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Reward based system to motivate and encourage agents.
Defining Metrics to Measure UX
Defined following metrics to measure and benchmark our UX and design:
Defining Scenarios
I have consider a mid scale dental solution provider (Trusted Tooth Co.) scenario.
Trusted tooth is a mid scale dental solution provider company operating in Bengaluru, Chennai and Mumbai with head office in Chennai. They provide Dentist consultation and also sells Dental care products. It has 3 offices in Bengaluru (North, South, East) operating under Area sales Manager Deepak Sahini.
Manish is one of the five field sales reps in Bengaluru east team and responsible for handling East and Whitefield region field sales. Field sales responsibilities includes meeting with dentists, selling dental products to vendors and also promote brand.
Defining Personas
Based on the user interviews and research, I was able to describe our target user base into 3 primary personas. These personas help to create a better picture of the target users which eventually leads to a better understanding.
Customer Journey
These customer journey maps visualise the actions, thoughts, and emotions, customers currently experience in all the activities in which they partake on a daily basis.
Develop
Feature Ideation
Based on the pain points identified, it was time to ideate some features which could solve addressed problems. I did this using the “How might we” method in which each problem is converted to a “How might we” question and features highlighted from Competitor products. These features were :
Information Architecture
The whole purpose of creating a good information architecture is to ease out navigation.
Paper Ideation
This section was all about switching myself to creative mode. I started sketching interfaces and tried various iterations to diverge myself to all set of possibilities and finally decided to stick with these. This helped me to visualise the early stages of app. It also helped me to define the layout and structure.
Final Screens
Problem 1: Manage Daily Schedule & Route Plan
Solution
Main focus area of this app is to manage day to day activities. We solved this problem by providing following functionalities:
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Efficient Schedule: Sales reps will be able to see all the meetings for the day with details like time, location and more. It can helps them to plan day effectively and optimize routes and travel time smartly.
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Route Planner: Allows reps to work out the best routes to save time and cost and let him plan beforehand.
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On the go Check-in: Allows mangers to track their reps activities.
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Automated report generation: Generate expense reports automatically, once reps complete their route plan.
Problem 2: Task Management
Solution
Designed enhanced task manager with functionalities like prioritization, add attachments, assign to others etc.
Problem 3: Personalization
Solution
Added dedicated workspace for personalized feel.
Problem 4: Lead Management
Solution
Manage all your contacts and leads data in a single place. Reps can easily add leads and also check leads nearby.
Problem 5: Sales Tracking
Solution
Added dashboard for sales and performance overview.
Reflection
Learning
Looking back on the whole process and working on this case study reminded me that users are always the center of every design decision and the impact the smallest of a thing can have, such as changing an element’s position. I learned about figuring out what works and what doesn’t.
Thankyou for your time
Disclaimer: This case study revolves around assumption based scenarios.