OVERVIEW
In order to improve the design of our CRM system, we conducted field research to learn about how it is currently being used, user motivations, and pain points in the existing design.
Background
Our company had just a acquired another company’s CRM system: one that is used by a highly-specialized sales force. Our goal was to take this product to the next level. We asked:
What can we do to improve our product
in the next year? In 2+ years?
RESEARCH OBJECTIVES
Formative goals: To understand the sales workflow and current use of desktop and mobile tools
Evaluative goals: To get feedback on early prototypes based on assumptions
* My role * I formulated the field research plan, informed and edited discussion guides, led in-the-field research at multiple sites with 2 rotating team members covering different types of users, led debrief sessions daily.
RESEARCH METHOD
Ride-Along field study
3 sites @ 2 days each (1 month)
12 Salespeople and 3 leadership of sales organization
PROCEDURE
DAY ONE : Observation
Background questions Participant 1
Shadow Participant 1 + Contextual inquiryNIGHT ONE : Debrief
Discuss findings across field research team
Send initial findings report to stakeholdersDAY TWO : Feedback, Observation
Targeted observation and questions with Participant 1
Prototype feedback from Participant 1
Background questions Participant 2
Shadow OR Targeted observation and questions with Participant 2
Feedback on prototypes from Participant 2NIGHT TWO : Debrief
Discuss findings across field research team
Send initial findings report to stakeholders
findings + ACTIONABLE INSIGHTS
Our findings challenged some initial assumptions that were made about the work of sales including:
Digital logging is tedious and either meaningfully filled out on-the-go, or less meaningfully filled out once a week.
RECOMMENDATION Make it easier to record logs on-the-go. Consider voice-to-text and auto-filled data using GPS in combination with CRM data.
New interactions were generally received well, but there was a strong aversion to sending any auto-generated message to customers
RECOMMENDATION While some automation can be time-saving, keep in mind that the user should remain in tight control so as to keep all interactions with customers personal and intimate.