Nerium International Online CRM Prospect System (2015-17)
About
In July 2015, I had an opportunity to join the Nerium International UX team. Nerium International is a relationship marketing company that markets breakthrough products validated by science. Since its August 2011 launch, Nerium has reached record-breaking sales and earned industry accolades, while building a loyal customer base of millions in the U.S., Canada, Mexico, South Korea and Japan.
background
Nerium International, a privately-held, leading direct sales company specializing in scientifically advanced, age-defying products, has announced a strategic partnership with Microsoft® Dynamics to create a proprietary portal as part of its customer relationship management (CRM) strategy.
Nerium Communications Center (NCC) is the old tool that provides prospecting feature for Nerium Brand Partners. It's holding by third party company.
objective
Create a CRM Online Application to Empower Nerium Sales and Business Initiatives. Nerium Brand Partners will experience a CRM platform that supports key activities:
Global Customer Management System
Global Prospecting System
Social Media Listing and Prospecting Tools
New BUILD (Web) and GoBuild (Mobile App) to replace NCC
my role and my team
Led the UX research and design of the Prospecting project as one of core product integrated on Nerium Back Office.
Worked with two designers from Nerium UX team in Agile/Scrum environment.
Dashboard Page before and after
Contacts Page before and after
Resources Page before and after
Discover
Understanding the Business
The Sales Stakeholder interview
Planning and Running Contextual Inquiry
Persona Insight
Define
Analyze Contextual Inquiry Reports
Category & Prioritize Usability Issues
Card sorting for Navigation model
Create User Journey Map
Create Site Map and User Flow
Design
Sketches
Responsive Wireframes
Interactive Prototypes
Testing
Visual Design
Research findings
Summary of key findings
In NCC the videos are too long for prospecting. Brand Partners lose people before longer (15 min.) videos are completed. Would like to have additional details on NCC videos (e.g., description—what is this video about—more than title, when released, available languages, etc.)
In NCC the videos are all laid out in all languages and categories so it makes it hard to find a topic and then a specific language.
In NCC the videos can only be emailed to a potential prospect but hard to do on a mobile device.
It’s not easy for BPs to send flyers from the Marketing Center. Currently two methods: 1) Copy links and paste to their personal email. 2) Download the PDF file and attached to their personal email.
CARD SORTING
CHALLENGE
Different range of resources that could not place at the same place. Nerium International provides video resources for New Brand Partners to learn about business, other resources for Brand Partners to prospect new people, and Marketing Materials for internal sharing.
Solution: Made proposal for stakeholder,
Keep Brand Partner training videos under LEARN
Keep Prospecting video under Resources of BUILD
Move Marketing Center Materials out of prospecting resources and keep it under BUILD that same level as Resources
New Navigation Model and Menu Structure
Based on business requirements from stakeholder interview and card sorting results, Back Office Classic restructured to fall under the new menu structures: Home, Build, Track, Events, Learn, Shop
PERSONA
I've created three personas based on different kinds of Brand Partners.
New (Baby) Brand Partners focus on learning business and start to build their team. So Nerium Training Center and Prospecting tool are important for them.
Director level Brand Partners focus on track their growing team data, prospect new people and training their team.
Sr level Brand Partners focus on track their huge team and training new starts.
information architecture
Sketches
Responsive Wireframes
challenge
Filters for Contacts and Resources Page
Search contacts/resources by keywords is not the only way of finding right content for our Brand Partners. Because it's requires user know enough about the specific information they are looking for to come up with keywords that will retrieve the results. So it’s helpful to show them all, and let them narrow it down based on their needs.
Solution
Created a Category-specific sidebar filters for Resources page, and shows filter results in "Real-time". Because is good for when the intention of the users is to explore and select what they want or what they don’t want to see in the results.
Created a Top Hidden Content filtering options on the top of the Contacts page. Because it won’t spend space to show all columns of contacts. Filters at the top eliminate the navigation confusion, and the narrow screen coupled with a large number of filters may cause stacking and not as good presentation
CHALLENGE
"5-Step" is an idea created by Nerium sales stakeholders, that is important prospecting method for Brand Partners to build their team. Brand Partners follow 5-step to prospect people that make them engaged with Nerium products or Business opportunity.
Brand Partners will either follow the step order or create their own steps. These steps are manually completed by the GoBuild unless they have an auto-complete feature. For example, if the GoBuild user calls a prospect from the app, the "Called" task will be marked complete.
Based on business requirement, we need design a 5-Step page that provides prospecting process management, and a 5-step tab allow Brand Partner to check personal prospecting info under each profile
