Ineficient Lead Sharing
Users were spending too much time sharing lead data with eachother.
Have you ever had to complete a task, but constantly had to switch between different screens?
E2open's solution suites provide visibility and collaboration across every supply chain touchpoint—spanning planning, supply, global trade, logistics, and channel management. With a compact design team of eight, we handled design across these diverse verticals. This project highlights my work on Channel, specifically in Channel Marketing Automation.
Context
The product Channel Marketing Automation (CMA) helps users attract marketing leads, run marketing campaigns, and boost sales.
A marketing lead is a potential customer who has shown some interest in a business or its offerings.
Initial Buisness Problem
“Managing and assigning marketing leads is a tough task for managers”
-Product Manager
Tedious Admin Work
Admins had to individually work with each partner to consolidate and maintain the product’s lead repository.
Research Findings
Fragmented Workflow
Related tasks were split across pages, disrupting the user’s workflow
Inconsistent Formatting
Each partner used different formats, making it difficult for managers to review.
Reliance on Grids
Relying on Excel's grid layout can make it harder to scan key information quickly, while a more visually organised view could improve clarity.
Opportunity
How might we design a centralised layout that ensures information can accommodate crucial data and be quickly scanned .
Ideation
The Card Layout
I ideated on a card-based layout to organize information by hierarchy. I tested different column layouts to balance information density with scannability.
Pivot
The team didn’t have time to implement a brand-new card layout, I suggested a phased design update as a stopgap.
Phase -1
Optimising the existing grid system to support centralisation
Focused on adding features to the existing grid system to accommodate the different workflows and ease transition for users familiar with existing structures. I focused on centralizing functionality for all user types, resolving the pain points of navigating multiple workflows and scattered pages. Below are the new features I added.
Phase - 2
Revamping the grid for Clarity & Accessibility
Phase 2 of the design project focused on enhancing data presentation. I designed a new layout to improve heirarchy, scannability, optimize information organization, and elevate the visual aesthetics. I made sure to retain the grid layout to ease transition and test to see if this new presentation of information will actually make their workflows easier
Cleansing a Lead
A single lead may contain inconsistent user-entered information; for example, a name might appear as 'Sahana Rao' in one instance and 'Sahana R' in another. Partners must then manually correct the lead to ensure accuracy.
Interaction Patterns
Edit symbol appears on hover for easy discoverability
Drop down menu to change the owner - using existing mental models for a seamless transition
Lead owner updated
A similar interaction flow is used for all editable features on the card
Impact
Testing is in progress to evaluate the impact based on the following considerations:
Adoption Rate of card view users
Reduction time in Lead cleansing
Filter adoption and field utilization patterns
Card design effectiveness by expansion frequency
Managed time effectively, accomplishing a big task within a tight timeframe.
Generated multiple ideas within an existing design system and framework.
Organized and refined ideas through process-driven iteration.
Regular communication with product stakeholders is a must.