Salesforce B2B Application: Isolated food markets in Brazil
Summary
The Venda Application arose from the need to redesign a Salesforce platform for sellers of food products in Brazil's B2B isolated northwest market. This is a mockup based on the ideation.
My role
UX Researcher and Service design on analyzing the journey as is, heuristic analysis on the actual platform, interviews, and field research with the sellers and the business.
The project
The process was based on the design thinking methodology, starting with business immersion and field research, ideation, cocreation, and roadmap.
People involved
1 VP of B2B Sellers
2 Project Owners
10 B2B Sellers on immersion workshop.
2 B2B Sellers on field research.
2 UX Researchers
3 developers
The research
A walking through with the business and a salesperson was conducted to understand and learn about the current system.
Afterwards, 12 conversations were held with salespeople
3 conversations with business people
And 2 field visits were made to understand the salesperson's routine.
The journey
During the research with the salespeople, a journey pattern was indicated that went through the beginning of the day, the visit and sale, negotiation, next visits, and the end of the day.
Map of the current information architecture
The current status of the platform that sellers have been using for over 5 years was mapped. As the software was legacy, there were several updates that were not used by sellers.
A ranking of the most clicked pages to the least clicked pages was created to identify through a heatmap where sellers were browsing.
The new information architecture
The new information architecture has been simplified to represent navigation on the pages most used by sellers and also to reduce the weight of the application on the tablet.
The functionalities have been grouped to reduce the number of clicks and the number of items spread across menus.
Focus on data
The proposal for the new application, according to the business, was to use data to help with strategic sales.
Wireframing
Wireframes were used to present the simplification of the system to the client.
Proof of Concept
A proof of concept was created to show how the new product could be simplified.
Research
The video was recorded during field monitoring of the sales routine of two salespeople in the northeast region of Brazil.
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