Scope of work
UX/UI
Data Research
Complex Systems
Client
Zoominfo
Product
Sales Platform / B2B
Year
2022
About Zoominfo
Zoominfo is a multiplatform operating system that revenue teams use to deliver business growth.
My Role
Learning from gathered feedback from users, conducting competitors research, user research, data research, coordinating with Product & Dev to come up with better UX for Salesflows.
About Salesflows
Salesflows is one of a major products exists in ZI suite. It allows users to automate their sales process. User can create their own Salesflows or use a premade ones. Salesflow consists out of flexible number of steps, such as email or call, which derives the communication with potential clients. Users can define rules such time interval between steps, exit conditions, best times to contact the clients and more.
Salesflow feature existed in ZI for a very long time ago and over the time feedback was received that UX needs to be simplified and improved, moreover Salesflow would become a service to be utilized from various ZI products. This project is done in many phases.
Feedback from users on existing Salesflow creation
Creation flow is confusing and seems as too complex - no clear heirarchy, different dialogs on top of each other, tabs and collapsible menus. Users don’t understand how to finish the creation process. Some important settings are not prominent enough. There are too many features and components to fit the dialog.
Users complained that they can’t edit Salesflow steps in one place. No simple way to jump from one step to another when editing. Users ask to take them to editing after duplicating salesflow.
Legacy platform, before redesign:
Data Research
I’ve learned a lot from digging into events reporting (Amplitude), here are only a few examples:
Step types
most popular step type discovered to be automatic email. This info can be used for better ordering of step types and default to most popular value
Automatic email - 69%
phone call - 15.5%
manual email - 10%
other - 5.5%
Number of steps
It appears that many Salesflows consists out of short number of steps. We can use that info when placing steps into the page, it means we can show 3-4 steps on the page without a worry that majority will be below the fold.
1 step - 27%
2 steps - 20%
3 steps - 14%
4 steps - 9%
5 -9 steps - 2-6.5 %
the rest - around 1% or lower
Competitors research
Salesloft
Hubspot
Apollo
Design phase 1
After what I learned from users’ feedback, it was decided to create a step by step wizard for users to help them through Salesflow creation process.
Default option chosen is to create from scratch, but users can always select a premade Salesflow. It was also decided to rename Salesflows into Sequences because of business reasons.
Advanced Settings were hidden on purpose to avoid confusion. We learned that only advanced minority of users are using them.
Advanced Settings were hidden on purpose to avoid confusion. We learned that only advanced minority of users are using them.
Adding additional steps
Right before saving the Salesflow we are showing user the review steps. Showing summary of the most important settings like exit criteria and summary of steps.
Design phase 2
After making lots of user’s session for getting feedback on Phase 1 designs and conducting tests via Usertesting.com we removed the wizard and reduced number of steps to reduce complexity and possible drops.
Premade Salesflow became a default option. we discovered it easier to start with something than from scratch
All the settings and summary appear on same page. The time settings selection is simplified also.
As part of Salesflow as service alignment with other Automation tools step selection UX became similar to Workflows automation selection
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