Steve Voyk
DALL·E 2024-04-27 18.49.08 - Create an abstract digital art image that incorporates the Salesforce theme using a flat design style. The image should contain fewer elements for a c.png

Salesforce

Activity Membership

Salesforce 

Project Overview

  • Project Name: Activity Membership

  • Client: Salesforce

  • Duration: 3 months

  • Role: Senior UX Designer

  • Team: Worked collaboratively with Project Manager (Alicia) and Development

  • Tools Used: Sketch, Invision, Slides

Objective

The objective was to enhance visibility and accessibility of contact data during active journeys in Salesforce's Journey Builder. The project aimed to reduce customer service calls, which were frequently driven by users' inability to view detailed activity results and individual contact details.What our customers were asking for was a way to see the results of the activity and if possible individual contact details and if successful we would be reducing customer service calls by an estimated 10% to 15%.

Problem

Journey Builder displayed only the total number of contacts that completed an activity, with inconsistent information about the progress towards goals. This lack of detailed visibility was a major driver of customer service inquiries. Our goal was to implement a feature that would allow users to see not only the results of activities but also individual contact details, potentially reducing customer service calls by 10% to 15%.

Constraints Identified

Initial discussions with the development and product teams highlighted three key constraints:

  1. Existing Patterns: The Einstein STO Activity already had a pattern that could be adapted.

  2. Inconsistency in UI: Existing badges were inconsistent; some had hover states, while others did not.

  3. Data Limitation: There was a technical limitation of displaying only 30 days' worth of data.

Process

  • Concept Development: Began sketching out concepts in Invision Freehand to allow the development team early insights into necessary system modifications. This step was crucial given the legacy nature of the Journey Builder's codebase.

  • User Testing: Developed a prototype in Invision to test both the interactions and the utility of the information displayed on the summary screen. A remote usability study was conducted with seven users to validate the concept.

Initial concept sketching was done with Invision Freehand

Initial sketches were made with Invision Freehand

Which turned into the concept we tested

Insights and Adjustments

  • Badge Interaction: While the new badges were recognized by most users, the hover mechanism was too sensitive, presenting accessibility issues. This feedback led to a redesign to make the interaction more user-friendly (Image below is from the slide deck).

  • Summary Screen: Users expressed satisfaction with the ability to see errors directly on the summary screen, although the display of the last seven days’ data caused confusion and was subsequently removed.

Results

The implementation of this feature significantly reduced customer service calls by approximately 10%. It not only addressed the immediate issue of visibility but also enhanced the ability of customer service representatives to triage issues more effectively.

Lessons Learned

One key lesson from this project was the importance of involving customer service representatives early in the design process. Their insights could have led to earlier adjustments that would enhance the utility and usability of the new features.

Full Details

To see more details, here is the miro board that includes additional background about working for Salesforce and a full breakdown of the project. Thanks!