iDesign - Gilson Teixeira portfolio: Salesfoce

Global CRM Implementation using Design as a Framework

User Research & Synthesis + Ideation Workshops + Proof of Concept + User Testing

A global CRM implementation with Marketing Cloud connected to Sales Cloud, which enables coordination that provides a unified experience and prevents customers from being contacted separately by marketers. It was also prepare Salesforce application, despite the billing system is not part of Salesforce core functions, to be source of information for billing and invoicing.

Client:Universal Music Group (Global)
Service:UX, User Story Mapping, PoC
Date:2020

Main Challenges

01.

Inconsistent and Non-standard Processes

Inconsistent and non-standard processes don’t allow “single source of truth” for leads, deals, client and contact information;

02.

Siloed Information based on Individual Behaviours

Manually collated and fragmented information - siloed - with critical dependency on individual, territorial or/and business behaviours. .

03.

Lack of a Governance Framework

Lack of Governance to support territories and businesses needs via a formal framework for alignment between IT strategy and business strategy. .

Design Process:

Business problems and IT problems are actually People’s problems and the user research focused on understanding user expectations, behaviors, needs, and motivations through a methodical and investigative approaches. Insights are then used to support the product design decisions benefiting the user and the business.

Design + Agile.

Dual Tracking Agile: Discovery and development conjoined model in a two track not two teams.

User Research in Numbers.

85 Times “Spreadsheet” was mentioned, 600 Minutes of Interviews with 11 different users, 30 common themes, 160 pages of interview transcriptions.

Tableau as a Design Tool .

I am the pioneer of using an analytics tool - Tableau - recently acquired by Salesforce to support our design process. The data gathered from user research were consolidated into themes in a dashboard facilitating stakeholder engagement as well as insights resulting from the data clustered.