Vamsi Gadey
PRODUCT + DESIGN
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SALESFORCE ONE

Mobile and wearable apps for sales people to collaborate with colleagues, manage sales pipeline and access their CRM data including accounts, contacts, opportunities and leads.

MY ROLE

Mobile/wearable product designer part of core design team that created Salesforce1. Over the period of 2 years on this team, my contributions were in the following areas:

  • Product design: Onboarding, approvals, notifications & offline drafts
  • Design systems: Toasts, Messaging and Perceived performance
  • Design lead in charge of features unique to each native platform (iPhone, iPad, Apple Watch, Android, Android Wear & Windows Phone)

TEAM 

  • Head of design + 5 designers
  • Head of mobile + 2 mobile product managers
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OPPORTUNITY

Salesforce1 represents a mobile-first re-envisioning of Salesforce app & platform that enables:

  • sales teams to collaborate faster and get work done from the feed
  • administrators to easily deploy customizations across platforms and devices
  • developers to easily distribute custom enterprise apps across platforms and devices

HYPOTHESIS

Before Salesforce1, we had 4 native mobile apps and 1 mobile web app for sales teams. This led to poor mobile adoption as the functionality was very restrictive with key sales workflows spread across multiple apps, if not completely absent. Our hypothesis was that by unifying, modernizing and mobilizing key workflows under one native mobile app, the sales teams would become much more efficient at getting work done on the go. 

DESIGN PROCESS

Design Led: Salesforce1 was a design led project from the get go with CEO support. This project started with a small group of designers and user researchers co-locating into the same space and going through rapid cycles of problem framing, sketching, prototyping & validating. Our goal was to get the specs for implementation as quickly as possible without much stakeholder management. Once the first version shipped to market, we would get further market feedback and iterate more.

    salesforce1-process

    Scenarios: We identified micro moments where the sales rep is most likely to open the mobile app, and focused our experience on those scenarios:

    • Updating an opportunity after a customer meeting
    • Adding a new contact after meeting someone
    • Logging a task after a follow up with a customer
    • Searching/Navigating to a record (Account/Opportunity)
    • Loading up a Dashboard
    • Responding to a notification
    • Approving / Rejecting a request

    User Research: With the held of user research, we rapidly iterated through various design concepts using various methodologies including: in person usability sessions, card sorting exercises and survey responses.

    userresearch.png

    DESIGNS

    LEARNINGS

    • Co-locating with the mobile engineering teams was the single most effective ways to get things done -quicker and better!
    • In a hybrid app, make sure the key parts of the flow are natively built. Performance is a key part of UX - don't compromise on it!
    • Make your mobile apps lean and mean."One size fits all" design ended up being "One size fits none" as we realized that the app ended up being more of a platform than an app.
    • Respect your user feedback, especially when its pretty strong. In user research, we repeatedly heard that users don't like the "feed first" design.. but we kept ignoring it as we believed the feed was the  future of the enterprise.
    The old Salesforce app that they made us delete was hands down 100 x’s better then this app. I am on the go non-stop, need quick access to get to a phone number, call that person, jump out , go to another account, create a contact/acct etc....but u can’t do that with this app. Not even close.
    — Salesforce1 User on App Store