Case Study In Progress

Engage in Covid Clear Communication

Advocating for Sales Representatives and their jobs

Meet the Team

  • An Pham

    Designer

    An

  • Taz Keefe

    Researcher

    Taz

  • Lena Slone

    Researcher

    Lena

The Project

 

Goal

To create a research supported flow for how sales representatives send videos and information to doctors and other health related recipients.

Details

This was a client project

Timeline: 3 weeks

Technical

Tools: Figma

Device: iPhone 13

Project Brief

Create a sales representative message flow.

This was a project for Engage, who is helping Galderma set up a platform for sales representatives, doctors, and patients. Doctors can send videos to their patients to inform them of medical information in a text message format on their mobile web browser. Before doctors can send information about medication to their patients, they need to know about medication. Therefore, there needs to be communication between doctors and sales reps. Engage is very early in their process, so our role was to help them start creating a platform for sales representatives to communicate with doctors. This communication from the sales representative was what we focused on to begin the project. We were handed an initial design that was based off of no research, so we tested this design and started our own research to create the best design for this company.

Process

 

Research

  • Survey/ Interviews

  • Persona

  • User Story

  • Usability Testing

Design

  • Objectives (HMW?)

  • Evaluation

  • Comparative Analysis

  • Redesign

Synthesis

  • Outcomes

  • Next Steps

 

The Problem

Sales representatives need to build strong relationships with providers so they can be the preferred source for medicine.

Image from by Family Values on Blush.

 Limitations

Limit #1

It was difficult to access the target user base.

This product is being design for Galderma sales representatives. Because we could not access Galderma sales reps, we researched any and all we could find.

Limit #2

No data for how providers want to receive outreach

There were about 3 additional parties involved in this process but we had little secondary research on them, leading to us to making assumptions about their role and how they want to interact with the sales reps.

Limit #3

Based on analogous users and informed assumptions

Limit #4

This will not be an all-in-one communication platform

Another quick note is that this feature is an aid for sales reps. It is not a replacement for their job and will act as a tool in their other activities.

 Research

Survey Insights

These survey insights are comprised of responses from 13 sales representatives.

Hours a day spent contacting customers

  • Sales reps contact an average of 48 potential customers in a span of 2 weeks

    • This communication method needs to be easily scan-able and the message flow needs to be quick

  • Less than half of the sales reps use text messages or videos to contact clients

    • They tend to use emails and phone calls

  • 69% regularly attach documents to their messages

  • More than 61% spend 3-6 hours in a work day contacting customers

 

Interview Insights

We conducted interviews with four sales representatives. We then took the insights and categorized them using something called an affinity map, linked above. We turned these categories into “I Statements” meant to put the users findings into their perspective.

  • I need to make the most of my time to succeed

  • I think attachments are helpful but have limited use

  • I use prior engagements to customize my outreach

  • I need the ability to track the performance of my outreach

  • I use text messages but with some precautions

  • I think canned messages are a necessary evil

  • I rather spend effort on clients who are likely to order.

“Being personal is important to a successful sale.” -Engage sales representative

Persona

This is a summary of our target user, the person this application is being designed for.

Selling Sam

Occupation: Sales Representative

“Understanding my clients needs allow me to communicate what they need to know”

 

  • Due to the pandemic Sam has been forced to adapt their usual sales flow to accomodate COVID-19 safety precautions. No longer are they able to arrange face-to-face appointments, their communications are mostly digital. 



    The corporation they work for wants to deploy a new platform that provides Sam automated messaging to their clients. Sam worries that if the platform is too successful their employer will no longer have a need for their position. As all communication will be digitally recorded Sam must ensure that everything they say and send follows strict guidelines and regulations.

    • Protects curated contact information

    • Competitive about performance

    • Meeting sales target

    • Effectively send messages

    • Building connection with provider

    • Attaching documents to their messages

    • Ability to schedule communciations

    • Customizing outreach methods

    • Track performance
      Non-intrusive sales communication

    • Not hearing back from providers

    • Scared of losing job to technology

    • Must stick to approved talking points

 

Design

 

Objectives

  1. Reduce the effort required to send tailored messages

  2. Build a hybrid system that sales representatives trust

  3. Use competition to foster adoption

User Flow

To achieve Selling Sam’s needs and goals, we laid out the “flow” of the users actions, so we could understand the pages and steps they would need. Users have the option to create a new message with a template approved by their company, attach documents and videos, and review the message before sending it out. Because personalizing is key to Selling Sam, there are many options to edit the message.

 

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