Lead experience journeys for customers around the world

Definition

I engage with enterprise organizations—as part of a team or as an individual consultant—to help them leverage user-centered design thinking into their business and technical processes. All of these projects are bound by client confidentiality so I can only speak in broad terms about my role, my process and the general outcomes of most engagements.

Challenges

Lead design and leave home within a tight scope of around 4 months. Balance user interviews, executive alignment, process changes, workshops, validation sessions, and team management, while generating prototypes at the same time.

Approach

Define, design, deliver are the table stakes for getting this right, but it differs per project. I work with internal resources to get access to users quickly and understand their day to day activities. I identify pain at every part of the process and test my solutions with the same users I interviewed up front. I may do this with several different BU's at the same time and come up with flows to ease their pain. All the while I meet with business leaders to understand what they want to drive their company forward. I then balance the users desires with business objectives, and find out what is actually feasible to come up with accurate prototypes. When there are large process changes I've identified, I engage senior leaders to understand their appetite for change and explain the need for change that will drive business and user's delight forward. Executive buy-in has been paramount to drive change and gain champions inside the company.

Lessons Learned

How to drive change with a compelling story.

Leadership

I’ve been learning how to grow into a management roll during these projects. In Australia, I was the lead UX designer who managed a UI designer for 4 months. I helped scale our design team in APAC by interviewing several design prospects and green-lighting our new hire in Sydney.

I then led UX in Vancouver as the sole representative of Salesforce Experience Design. And now I lead UX at Northern Trust with no other Salesforce teammates.

I also create my own initiatives like my pro-bono branding and design project with Chicago’s Inspiration Corporation.

On the side, I have been mentoring graduates of the Designation program for 4 years, and have been guest speaking at Designation, Loyola University Chicago, and Kellogg School of Management.

Deliverables

Invision Prototypes

Experience Readouts

Flow charts

Executive Alignment Decks

Metrics as an Experience Consultant

Users Interviewed: 400+

Users Validated: 400+

Users Impacted: 50,000+

Screens made: 1,100+

Prototypes made: 10

CSAT: 5/5

Sales Painpoints

Many sales teams I engage with suffer from a dirty pipeline and ineffective sales processes. I spend a good chunk of time coaching towards a new process of using leads to qualify prospects before they enter the pipeline and engage with sales leaders to adopt this practice and simplify sales stages. I also sit down with users to understand their activities per stage and drive adoption of the new system by building aids at each stage of the sales process that reduces data duplication and keeps everything in one place.

 

Reduce Spreadsheet addictions

Ineffective sales processes encourage bad behavior like abandoning the system all together and entering data into a spreadsheet. I build back the respect for Salesforce by crafting a compelling story and showing users how the system can work for them and help them close deals faster.

The system will now enable you to sell, instead of being a hinderance or compliance tool that you are forced to use. It's something you'll want to use.

Formalize data Entry

Data entry can be the Achilles heal of Salesforce, which makes seller perceive it as a hinderance. I come in to understand where they enter data, and uncover when they have to enter that data into more than one system. I incentivize entering data into Salesforce by creating flows users can be guided through to enter data and have that data output to other systems or trigger another type of action if needed.

Exploring the EcoSystem

It's important to understand that you are not the center of your client's world. They use many products day to day. Work doesn't always happen with our product at the forefront. When I realize what products my users are using most, I can then cater to their needs best by integrating with those products. In banking, for example, work happens often via email. And I give the option to sync Salesforce with their email so that they can get the value of Salesforce while they are in Outlook or Gmail.

Engaging different users with different needs

Features I create can range in excitement depending on the business unit. It's my job to make sure every business unit feels heard in the design process. Some users may be happy with very simple features, while other more complex units may feel left out. Uncovering these disparities is important when I create new flows for different business units and test them with the different groups.

Service PainPoints

Servicing pain can range widely per org, but the common problems I solve for boil down to making sure users have smart KPI's that drive business, a clean place to store customer information, and are empowered to solve their issues.

Serious Prototypes

Depending on how long I'm on a project or how many business units I'm tackling, or even how many clouds I'm supporting, I end up with hundreds of screens so that I can show the end users and executives alike exactly what they are going to get. I then organize all of my content with a home page and wrap all the deliverables up for my client. I made a template and wrote up a Medium post on this process in the prototypr blog.

"I had the pleasure of working with Logan on a highly visible, transformational program in which he led user experience design to vet target state prototypes of our Salesforce CRM. I was instantly impressed by his ability to quickly understand the nuances of our business lines and their respective needs, and the speed with which he translated those needs into dynamic experiences that resonated with our stakeholders. Logan’s professionalism, thoughtfulness, expertise and integrity build confidence and trust, making him highly respected and productive in his client engagements. I welcome future opportunities to collaborate with Logan and highly recommend him to any organization seeking talent and counsel in user experience design."

—Vita, SVP
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