ServiceNow
Connected Sales Experience
MyServiceNow Landing Page
The Connected Sales Experience project is a unified product experience that leverages data insights and workflow automation, personalized for sales roles across the ServiceNow platform, offering a seamless experience on desktop, responsive, and a mobile app. As a result, users can spend more time developing customer relationships and new business, delivering better overall usability and improving efficiency.
My Role
At ServiceNow, I led user experience design for many features and enterprise products for both desktop, responsive and mobile apps. As the Lead Product Designer, I spearheaded user experience development from a blank canvas to launch - working end-to-end with cross-functional teams and executive stakeholders to drive product experiences set up for success. Here are a few of my responsibilities on this project.
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Conceptualize New Features: Starting from a blank canvas, work with the product team on forward-thinking big picture ideas, leveraging data insights to design and deliver impactful features for desktop, responsive and mobile.
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Facilitate: Lead ideation sessions and design reviews for the project team, where diverse perspectives can be heard, aligned and integrated.
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Design End to End: Design all flows, wireframes and prototypes, for all platforms.
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Research and Test: Partner with stakeholders and research to understand our goals and customer personas. Plan user studies and testing to validate and inform future product updates.
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Mentor Junior Designers: Elevate the team’s overall quality by coaching junior designers on design principles, cross-functional collaboration, and maintaining high execution standards.
The Challenge
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Create a new, unified product experience that connects the suite of sales team go-to-market tools and improves pain points.
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Implement workflow automation and Gen AI recommendations to present “next best actions” for the sales team to streamline complex tasks and improve team efficiency.
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Personalize experiences so sales personas see only relevant features and data for their roles to reduce cognitive strain and improve overall usability.
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Formulate a comprehensive, end-to-end UX strategy to efficiently design, test and deploy the new designs.
Discovery Research
Early research began to reveal consistent usability themes to help define usability problem spaces in more detail and inform opportunity areas and design direction.
Usability Themes and Pain Points
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Sales Teams are losing productivity due to swivel chairing between multiple sales tools.
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Current tools require users to perform redundant, repetitive tasks day-to-day, and there are opportunities to automate.
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All personas see all available features, resulting in cognitive strain and poor usability.
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Sales teams often lack visibility into key areas, such as quote approvals, within the lead-to-cash cycle.
“We use many different tools to communicate and collaborate and it is overwhelming to keep up and ensure nothing is missed.”
– Account Executive
“When you move to the next conversation, you forget about what happened; it’s not like someone’s sending you an email reminding you to do this and that.”
– Account Executive
“We have content scattered everywhere across the organizations and teams. If you don't know where to look or who to contact....good luck.”
– Sales Manager
Affinity Mapping and Brainstorming
As a next step, I facilitated design workshops in order to gather input and alignment from key stakeholders.
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Record ideas on separate sticky notes.
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Look for ideas that seem to be related in some way and place them side by side or string together connections.
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Begin discussions with my team and design ideation starting with super lo-fi flows for quick high-level alignment.
How might we... Turning Problems into Opportunities
Through design thinking exercises such as "How might we…," I transformed usability challenges into opportunity statements that sparked creative solution ideas.
Design Development
Once usability themes emerged and I aligned with key stakeholders, I moved quickly into rapid prototyping to explore workflow solutions that balanced business goals, technical feasibility, and timing constraints. As part of the UX development process, I facilitated design reviews for key features, presenting options and prototypes to drive discussion and ensure alignment with the core team.
Ex. Mobile App Development
Ex. Desktop Feature Development
Ex. Interaction Development
Mobile App
Optimized mobile features for an on-the-go experience
Desktop Experience
Personalized experiences for Account Executives and other key personas
Personalized Manager experiences
Simplified intuitive Quote Approval Status
A previous usability pain point for the Sales Team the new Quote status experience was designed to give users at-a-glance visibility by making important information like stage details overview easy to consume and understand at-a-glance. In our user research studies all participants preferred the new experience to the older tools due to it's streamlined approach.
AI Assisted Actions
Design System
Results
• The foundational product reflected a close collaboration between myself and cross-functional teams aimed at crafting the vision and meeting product goals.
• Qualitative and qualitative insights gathered from the Sales Team User Sessions played a significant role in validating product direction for the feature set for the initial and subsequent releases of Sales Hub.
Impactful quotes from Sales Team
In addition to quantitative metrics reflecting positive results – it was especially rewarding to hear from the Sales Team users and their overwhelmingly positive product feedback on the new unified connected experience.
I created the Connected Sales Experience along with many other features and components for the MyServiceNow Platform in partnership with my Design team. In 2023 we were the proud recipients of the Nielsen Norman Group Intranet Design Annual Winner.