User Research Findings
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Transcript of User Research Findings
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User Research FindingsBeth GoldmanDirector of User Experience
July/August 2011
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Agenda
Goals & Research Methodology
Participants
Key Insights
High-Level Business Process
Design Implications
Next Steps
Other Insights
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Goals & Research Methodology
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Goals & Methodology
Goals• Learn how we can improve engagement and ensure successful adoption of our product.• Understand the difference in behavior, motivation and background of power vs. light users.• Note: Power users do not necessarily use intelligence features (only one used agents and connections).
Methods• Site visits with users at FinancialForce.com and Innotas.• Webex sessions with users at BigMachines, Merchants Leasing and Silkroad
Technologies.• Reviewed notes, identified recurring insights.
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Participants
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Participants
Companies• FinancialForce.com (6) – 200-px mash-up• Innotas (4) – Only using Contact mash-up• BigMachines (4) – 200-px mash-up• Merchants Leasing (2)• Silkroad Technologies (1)
17 Participants• 6 Lead Generation (1 Lead Gen, 3 Business Analysts, 1 Enterprise
Bus Rep, 1 Sales Support Admin)• 5 Inside Sales Representatives• 1 Field Sales Representative• 2 Corporate Sales Reps• 1 Regional Sales Manager• 1 Account Executive• 1 Marketing Coordinator
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Key Insights
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Key Insights
• Minimal use of our intelligence features• Everyone prospects & qualifies• “I don’t have time”• “I was trained but forgot about that”• “What’s a smart agent?”• “I need to figure out how to start the conversation”• “Linkedin is for business, Facebook is personal”• “Where does your data come from?”• Agent alerts are less useful when sales cycle is short and reps own
many accounts• We have a product champion
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Min usage of our intelligence features
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Everyone prospects and qualifies
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“I don’t have time”
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“I was trained but forgot about that”
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“What’s a Smart Agent?”
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“I need to figure out how to start the conversation”
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“LinkedIn is for business, Facebook is personal”
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“Where does your data come from?”
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Agent alerts are less useful when sales cycle is short and reps own many accounts
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We have a Product Champion
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Key Insights - Recap
• Minimal use of our intelligence features• Everyone prospects & qualifies• “I don’t have time”• “I was trained but forgot about that”• “What’s a smart agent?”• “I need to figure out how to start the conversation”• “Linkedin is for business, Facebook is personal”• “Where does your data come from?”• Agent alerts are less useful when sales cycle is short and reps own
many accounts• We have a product champion
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High-Level Sales Process
SALES PROCESS
Marketing. Lead Gen/Inbound Sales, Outbound Sales• Use Marketing lists, Inbound leads, Linkedin, List
Building
Find Prospects
Qualify Leads or Prospects
Negotiate Deal
Lead Qualification, Sales• Review Company and Contact details, web site,
some news• Identify decision makers• Identify conversation starters• Understand company’s needs and product fit Sales• Create proposals• Speak to decision makers as necessary• Give or assign demos to services team
Upsell / Renew Account
Sales or Account Management
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Design Implications
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Design Implications | 1 of 2
Improve discoverability and use of intelligence features• Improve discoverability of key intelligence features• Demonstrate benefits of key intelligence features on first use (or soon
after)• Provide training or access to training when necessary, in context, where
they need it, when they need it, short and sweet• Ensure it’s clear that:
• Smart Agent benefits and differentiate from news or google alerts• Benefits of connections and how to leverage for referrals• Agent results and connections are conversation starters
Require little or no set-up to use (intelligence) features• Use data we have (or ask for) when possible (e.g. If user logs in via
LinkedIn, previous employments can populate Smart Connections.
Ensure users understand our data differentiators• Clarify how we get our data, the sources, accuracy, etc.
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Design Implications | 2 of 2
Let process learnings impact UI and training• Allow users to identify their tasks and process to help identify what features
they would benefit from.• Ensure UI and training recognize that everyone needs to use prospecting
and qualification features.• Focus training more on Intelligence. Users understand how to use the
“data”.
Leverage our product champions • Leverage our product champion to help train and engage other users,
impact the sales process, etc.• Involve them in the community, CABs, other research efforts.
Beware of mixing business with pleasure• Currently Facebook is not seen as helpful with business sales.
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Next Steps
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Next Steps
Brainstorm Concepts
Research with more “intelligence feature” users• Understand motivations, how they learned, etc.
Concept Development• FUE Overhaul V1
Concept Refinement• FUE Overhaul V1
Design Validation• Post-launch with users
Concept Development• FUE Overhaul V2
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Additional Insights
• Have issues with breadth, depth, and accuracy of data but manage around it
• Like photos – puts face to name• Look for decision makers based on set info, will go lower or call front
desk if required• Browse, don’t search for people
• Often don’t notice “search”• Also, “don’t want to miss anything”
• Want contact alerts• No one calls our mash-up a “mash-up”• Some search for other company details in CRM mash-up using “not
the right company”• Mentions of wanting to know how to better leverage product
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We all own the user experience of our product. Let’s make it rock!