DataBased | Performance
Overview
Role: Founding UX/Product Designer, Strategy, Research, User Interviews, Visual Design
Team: Founders, UX, Engineering Team
Outcomes: Product Vision Established | Increased Customers’ Rep Outcomes by 40% | Increased NPS 53pts
The Product:
DataBased is a Sales and Go-to-Market scaling machine. Helping IC’s control outcomes and Leaders recruit, manage, coach, and optimize their teams.
The Problems:
For Users:
CRM Data is overwhelming
Impossible to know which levers to pull to improve team performance
Decision paralysis due to uncertainty
For DataBased:
Integrating with User Systems of record.
Time to Value is too long
Uncertainty on Experience Vision
The Goal
Develop a Sales and GTM tool that enables leaders to make decisions based off of data in order to optimize their team performance and accelerate their career.
Side Quest: Having no one in the company to ever do this before, I researched and documented our target audience—Sales Leaders—their needs, goals and frustrations to align our product vision to their experience journey.
Once the company was aligned, I created this poster that everyone was able to learn from and align new ideas too.
My Process
01. Research & Discovery
I shadowed sales leaders at our customer’s offices as well as potential customers who fit our target audience to understand how they interacted with their teams. How they used data and what their goals were when working with their reps.
02. Problem Definition
It soon became apparent that data hygiene was a major issue. The leaders and reps all had their own reports and definitions of metrics that did not coincide. If data doesn’t align, it can’t be trusted and no action happens.
03. Ideation & Iteration
Rapid exploration around ways we could create a single source of truth based on data they already had, and then more importantly, help them take action on the data by making commitments between reps and leaders and holding each other accountable.
The user needs to quickly identify if it is a “Will Gap” or a “Skill Gap” and then make commitments around either activities or development.
04. Solution alignment
I am a firm believer in involving engineering as soon as possible, the high level ideas were discussed and technical input was received to ensure no scope creep later on.
There was also alignment with internal stakeholders to ensure that the direction still made sense with our overall product vision and company roadmap.
Sales and CS was consulted so that they could understand and incorporate this into their conversations with existing and potential customers.
05. Prototype & Testing towards an MVP
I then created prototypes and iterated based on user feedback until I had a V1 for development to work with.
Feedback discovered and implemented during testing and iteration
“Can DataBased just tell me what the best things to do would be?”
“I don’t want to spend forever looking at data, I just want to know where to focus so I can go and do it.”
06. Development & Launch
With positive testing feedback I was able to create Hi-fidelity mocks and user flows along with click through videos and commented explanations for developers to work from.
I Provided guidance, feedback, and QA throughout development for a successful launch.
AI generated recommendations based on the data to make time to action even faster for leaders and reps
Dive into the data to any depth needed. Progressively revealing more info as the user needs it without being overwhelming at the start.
Quickly see where deficiencies are and make commitments that will directly impact results and track their progress.
07. Impact
Increased usage of data-backed commitments lead to an increase in our customers’ rep performance metrics and quota attainment.
↑53
Increase in NPS Score
↑40%
Increase in rep outcomes
08. Continued Learning
Continued feedback along with the PMF Survey responses led to the creation of further products and features resulting in a complete Sales and GTM performance management tool.
Reference back to the UX Journey Map led us to another pivot towards helping young companies find and hire top-tier sales reps and shifted us towards a more services based product offering.
Pipeline Management Tool
Stack Rank Tool
Team Level Commitment Management
