The process journey

Process

  • Explore & iterate:
  • Test & refine
  • Build, launch & roadmap

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Robyn’s Role

UXR & Design Lead:
I led a process of combining UXR and Design teams to uncover and define a product vision. Through a multi-phased approach, this initiative utilized tangible prototype testing in both quantitative and qualitative methods to build confidence. The outcome was a significant update to the live flagship product. The vision created set a path for a near-term relaunch and continuous evolution of the product.

Team & Collaborators

Core team

  • UXR & Design Lead (Robyn)
  • 3 Product Designers
  • 1 UXR
  • Design Director

Extended team

  • Domain Product Director
  • Head of Design

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Explore & iterate

Understand how customers use the current sales tool and what is their ideal solution

Discovery research

13 interviews with Sales Reps & Managers

Qualitative Methods:

  1. Attributes ranking
  2. Sales simulation
  3. Service mapping

Key insights

These insights enabled the team to ideate on targeted needs

1. insight

Sales organizations want to differentiate and tell their unique offering.

The current Sales Mode tool hindered differentiation, making it harder to stand apart in a crowded market.

“The biggest thing is differentiation. It comes down to if I send you screenshots of Aurora's sales mode, I would challenge you to tell me which proposal came from which company.”
– Sales Manager

2. insight

Sales reps need help in curating the homeowner experience.

  • Flexible, adaptable experience
  • Quick, reliable performance

Concept brainstorming

Opportunity driven concepts sketching rounds

Test & refine

Prototype tangible examples and pair with survey data to identify the desired solution

Prototype & Values prop testing

Enabled prototypes to test insight inspired hypothesis

ReCOMMENDATIONS

Mapped potential product capabilities for stakeholder decision-making