To comply with my non-disclosure agreement, I have omitted confidential information and have added fictional content for presentation purposes.
I joined confidential company as a core member in an innovation team, co-led user research, led product design, and delivered product concepts in a six-month period. In August, 2017, two products based on our suggestions were launched.
This case study summarized my learning from research, to insights, to idea generation and to concept execution.
All thoughts and learnings are my own.
Jan, 2017 - Jun, 2017
Product Concept Development,
Design System Design,
We found there has been a break-up between sales reps and marketers
4 months later, we came up with product concepts targeting at solving this complex problem.
One version at a time.
No more confusion for sales reps.
No more request for marketers.
A tool that's used by the whole team.
Invest for real impact.
We customized Holtzblatt and Beyer’s rapid contextual design methodology to fit in our schedule.
We conducted a 2-month, in-depth user interviews with 18 sales reps, marketers and and other key constituents from startups and global organizations.
1. Discovery Research
We started with desktop research to explore and to priorize existing problems in sales-marketing collaboration.
2. Product Strategy
Product strategy. We validated our findings and ranked the severity of the problems, and provide three ideas for 3 types of innovation.
3. JTBD Framework
I designed and conducted a survey with 100 college students from the United States. I received feedback from 75 .
As insight translators, we spoke for interviewees, turned raw research data into understandable key insights. We then invited the whole company in innovative activities.
Marketing content is valued by sales representatives and customers because:
1. Sales reps rely on marketing content to learn new product information.
2. Sales reps use marketing content as visual assistant in a sales call.
3. Customers understand products through marketing materials.
4. Marketers improve the content through customers’ feedback.
Almost all key hypotheses were proved invalid. Here's what we found:
1. Sales reps tend to focus on conversation with the clients, not the content materials in a sales call.
2. Sales enablement solutions seem to be more valuable to marketers and sales managers (metrics).
3. Sales reps do not perceive the value of good marketing content.
4. Customers are not involved in providing feedback on contents.
5. Marketing materials are not evaluated effectively.
There is a huge misalignment in the role of marketing content in closing deals between sales reps and marketers. This misalignment is wasting company’s money and time.
Three highly-appraised core product concepts.
Version Control System
Marketers use VCS to provide a single source of truth for all marketing contents, keeping reps up-to-date at all time with the most valued document.
Content Submission Status (Right panel)
Redefine marketing content as an omni-information carrier that keeps all traces of a sales conversation in one place.
Engage the whole team in a sale call
I used Atomic Design method when designing a brand-new product design system. Take a look.
Building a design system from scratch
Design Spec Example
I designed the interface to demonstrate the product concept.