Athena
Project Type: UI/UX Design
Design Problem: Business Development Representatives(BDRs) are a key sales members of any sales team. Their goal is to maximize ‘pipeline’ i.e talk to potential customers and pass them on to their respective Account Executives (AEs) who work on closing the deal. BDR’s do this by setting up email campaigns and cold calling prospects. However, BDRs have an excessively tedious workflow, and extremely low visibility into prospect data, when prospecting into their accounts. This tedious workflow involves using multiple tools to consume and format the data they need to create campaigns, leading to a frustrating experience, loss of precious time and human errors.
Process: The ground work for Athena was actually laid out in Q4 2019, when I conducted a series of user interviews with the BDRs in in our Austin office. I closely followed their prospecting workflow to identify and define their problems. I shared my findings with the team back and we presented it to senior management, this was key as we wanted to align the project with their larger 2020 objectives. I along with the PM developed user personas, customer journey maps & user flow maps which helped ensure that the team and stakeholders remain aligned. Often data is a big limiting factor in projects like these, I had to engage with the engineering & data teams to ensure the data pipelines were set up to ensure reliability and scale.
The designs were iterated over multiple times as we optimized not just for ease of use, but also development time. This was done to ensure a timely build with the limited engineering resources available. These constraints led to designs that were very consistent, scalable & predictable. At the same, there was instant feedback being provided for the user as they worked through the Athena workflow.
Final Output: Interactive prototypes in figma
Applications: Figma
V1- Milestone (Boxcutter)
V2- Milestone (+Contact Integration)
