Internship: Marketo   Date: Jun - Aug 2016  Category: Interaction Design and UX Research

Problem

Sales teams need a way to get quick insights about whether a prospect is interested in purchasing their services or not. They depend on their Marketing team to provide basic information on how engaged they are before deciding to pursue them. Sales people also need a way to prioritize their long list of accounts in order to better organize their work. 


Solution

Marketo is providing a Chrome plug-in app that includes:

  • An executive dashboard that shows account engagement over time and email and web engagement
  • Prospective contacts who have demonstrated significant interest in one's service(s)
  • A live news feed of activities demonstrating interest

Process

User Research

We designed this app for sales teams, which may include sales development representatives, business development representatives, and account executives. 

I performed contextual inquiry of sales development representatives, carefully observing how they talk to prospects and keep their work organized. I also interviewed sales representatives to learn about their needs, motivations, and goals. A lot of their time is spent looking through Salesforce to identify points of contact and scheduling phone calls around the prospects' schedule. From my contextual inquiry and brief user interviews, I created user personas of sales development representatives, marketing managers, and admins.  

Brainstorming and Sketching:

These sketches illustrate an attempt to surface core analytics in the form of an executive dashboard. Core features include a list of a sales person's accounts, insights for a specific account, the top 10 people to target, and core milestones of engagement, which Marketo calls "Interesting Moments." 

 

These ideas also came out of a brainstorming session with the UX Design Team and the Product Manager, where we discussed the requirements and each sketched out solutions to address the sales teams' needs. 

 

Wireframing:

These wireframes include a prioritized list that shows the highest trending accounts, engagement insights for a specific account, the top 10 people to target, and a live activity feed. These wireframes underwent intensive design review by the UX Team and Product Manager. We agreed that it was important to show the actual account score instead of just the percentage increase, the importance of including the prospects' phone numbers, as sales people prefer to directly contact people, and discussed the importance of making the urgency and priority scores as visual as possible. 

Medium Fidelity Mockups:

Based on the design review feedback, I incorporated both the account scores and the percentage increase. I also learned that users would be able to input five different score models. I designed a filter drop down that would allow them to prioritize their long list of accounts. From prior user research, the team knew that sales people are likely to manage 20-50 accounts on their own. They would be able to get more insight into a certain account by clicking on the card, which would reveal an executive dashboard of account engagement data. We had also renamed "People" to "Best Bets" to stay consistent with another product, Marketo Sales Insight. 

 

Contextual HIGH-Fidelity Mockups

It was important to consider the context in which the chrome extension would operate. Without any context, the app would show a list of the user's accounts with the ability to sort by filtering. If a user is visiting a company's website, the chrome app should be context-based enough to provide engagement on that specific account. This also applies to when a user is looking up an account and making entries in a CRM like Salesforce. 

High FiDelity prototype

I created a high fidelity prototype based on prior design reviews. We discussed the importance of incorporating both the urgency and priority scores with the phone numbers to be consistent with the Marketo Sales Insight app and to provide enough context. 

https://marketo.invisionapp.com/share/9H8EMCJ3U