Sales navigator 2.0
This is a project that came after our initial launch of Sales Navigator, for more details on Sales Navigator and the concept of social selling, check out the previous project Sales Navigator Mobile.
After getting the first version of Sales Navigator into the hands of our users, we heard a ton of great feedback and saw people using it in ways we have never imagined it to be used.
As the lead designer on the team, we quickly scoped out a plan to build on top of the strong foundation we had launched with. Through direct customer feedback and NPS ratings, we identified the two biggest areas of improvement with most potential impact was Homepage and Search.
Handing the caveman an iPhone
The homepage is the main experience that greets our users when they first enter Sales Navigator. Despite finding the insight updates extremely valuable, sales professionals who are used to other enterprise tools sees a homepage experience purely dedicated to a stream of insight as missed opportunity. They also described the process as “sieving through the noise”, as not all insights are particularly valuable, depending on the state of their sales process.
Other users have expressed concerns with the steep learning curve of our product. As mentioned previously, the sales process has long been established as a numbers game. With the introduction of Sales Navigator, we introduced the concept of social selling, where the quality of the reach out is far more important than the number of cold calls one makes. Our users were not getting used to the new interface, but also trying to learn a whole approach to selling. One account executive famously remarked, “it’s like giving an iPhone to a caveman”
Most important of all, the old sales process was much more measurable. Sales managers would look at how many calls a report is making versus how many deals they are closing, and track his or her performance easily based on those numbers. With social selling, it was incredibly hard to measure your daily performance based on “numbers of engaged updates”
Exploring the possibilities...
Without factoring in real world constraints, we first dreamed up what the Sales Navigator homepage experience could be. We created different concepts based on the assumptions that users preferred a task oriented experience, that offered more information beyond the insight stream.
We took these concepts against real world users, both with the sales team inside LinkedIn, as well as users out in the wild. We established a process where we would test our designs against real sales team on a monthly basis, and iterated our designs on the go.
SALES NAVIGATOR 2.0
A more powerful insight stream
At a glance, I can quickly filter my stream based on the type of insights that are most important to me. We gave users the ability to have a quick glance at their most recently active accounts, without ever leaving the homepage. Turning the old “you take what you get” stream experience into a task oriented, user driven, reader experience.
We wanted the home experience of Sales Navigator more encompassing. While the original homepage was great at delivering timely insights, users had no idea how they are doing, or any sense of progress through their social selling process.
We tailored the right rail to be the personal space of the sales person. This is where you go to find everything about you. The team introduced Social Selling Index, a number derived off your social selling activity on LinkedIn, to track your progress. We added recently viewed leads and accounts to allow users quickly pick up where they left off.
Through research, we discovered that sale professionals operate within a defined target space on a quarterly basis, so the recent searches module on the homepage enabled people to quickly conduct searches with preset parameters, as well as alerting them when new leads are introduced.
Help, right when you need it.
Many feedback we received showed that people who are used to the traditional cold call process and those who played the numbers game simply did not understand the value of social selling. An important insight like a job change meant little to them. So one of the key component of our redesign effort was to educate users as they went.
Based on a user's social selling index, something that gave us a good read in terms of their social selling savviness, we added in product education to the stream. And depending on the insight type, we created contextual follow ups users could do with the presented information.
LETTING THE NUMBERS DO THE TALKING.
Since launching the new experience, we've heard great feedback from our users. More and more people are finally starting to realize the true value behind Sales Navigator and social selling. Below are some numbers since our launch -
14% uplift of actions in stream
30% saved leads from the homepage
6% lift on messaging from the stream