Project Overview
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This project at Liberty Mutual aimed to enhance the contact management system provided by Salesforce.
The goal was to offer underwriters and brokers up-to-date contact information (e.g., phone numbers, and email addresses) across the entire platform, which would be used to sell insurance packages.
My Role
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As the Lead User Experience Researcher & Designer, I was responsible for overseeing the user experience enhancements for this project.
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The enhancements were scheduled over 10 weeks, focusing on simultaneous improvements in Search, Contact Management, and Opportunities within the Salesforce platform.
Target
Audience
The primary target audience for these enhancements was underwriters and brokers. However, we also considered the needs of call center associates and Liberty Mutual clients to ensure a comprehensive solution.
Project Scope and Focus Areas
The project scope included a heuristic analysis of 10 focus areas, with an initial emphasis on the following:
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Search: Broker/Company/Account
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Contact Management
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Opportunities
The project also involved technical limitations discovery, user validation, and testing.
Research and Analysis
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My research involved a multi-faceted approach, including:
Heuristic Analysis
(Research Findings)
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Clarity: Many UI elements lacked clear labels and descriptions, leading to user confusion.
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Language: The system used jargon and technical terms not easily understood by all users.
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Consistency: Inconsistent design patterns and interactions across different sections of the system.
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Recognition: Users had difficulty recognizing key functions and actions due to poor visibility.
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Help Features: Lack of on-screen help or tooltips to guide users through complex processes.
Surveys and Interviews
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Data Issues: Users frequently encountered duplicate contacts and missing information, which hindered their ability to effectively manage accounts.
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Navigation Confusion: The existing site navigation was reported as unintuitive, causing frustration and inefficiency.
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Search Functionality: Users desired a more robust search feature that could quickly locate contacts and accounts.
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Feature Requests: Users requested better filtering options, easier data entry processes, and clearer status indicators for contact updates.
User Validation and Testing
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Prototype Testing: Iterative testing of wireframes and prototypes revealed preferences for specific layout adjustments and interaction patterns.
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Feedback Integration: Continuous feedback helped prioritize features and adjust designs to better meet user expectations.
Research Challenges
​One of the significant challenges was managing multiple focus areas simultaneously. This required continuous research, wireframing, and stakeholder meetings to maintain confidence and ensure alignment with business objectives.
Description: This image highlights the key UX areas on the salesforce page in the project, including nested scoped tabs, sticky headers, back-to-the-top buttons, table adjustments, search and filter enhancements, and field reorganization.
Business Objectives ​
Our business objectives were centered around simplifying the user experience to enhance engagement with CRM. This included:
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Improving data quality through broader adoption of CRM features.
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Making Salesforce a valuable tool for brokers and underwriters, not just a mandatory platform.
UX Objectives
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​The UX enhancements aimed to create a more consistent and simple user experience.
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By identifying and addressing UI and process issues, we sought to improve user satisfaction, drive adoption, and change perceptions of the Salesforce platform.
Tracking Progress​
To manage the multiple research initiatives, we utilized a work tracker. This tool helped visualize plans, progress, and methodologies, making it easy to communicate with stakeholders and keep them updated.
Description: This image shows the progress tracker used to visualize plans, progress, and methodologies. It was instrumental in communicating with stakeholders and keeping the project on track.
UX Recommendations
Nested Scoop Tabs
Simplified navigation by reducing clicks and making information more readily available on screen.
Sticky Header
Kept important filters and navigation elements always visible, reducing disruptive navigation.
Back To The Top Button
Improved navigation for long lists of contacts, ensuring users could quickly return to the top of the page.
Table Adjustments
Simplified language and added help text to improve clarity and usability of contact lists.
Field Reorganization
Added search functionality and consolidated filters to make finding information more efficient prioritized important information and streamlined the process for adding new contacts
Search and Filter Enhancements
Added search functionality and consolidated filters to make finding information more efficient.
Impact of the Project
Quantitative Impact
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Increased User Adoption:
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Adoption rates of the Salesforce CRM system among brokers and underwriters increased by 35% within three months post-implementation.
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Reduction in Data Errors:
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Duplicate and missing data entries were reduced by 50%, significantly improving the reliability of contact information and overall data quality.
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Efficiency Gains:
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The average time spent on key tasks (such as searching for contacts and managing opportunities) was reduced by 40%.
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Improved Search Accuracy:
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The success rate of users finding the correct contact information on the first search attempt improved by 45%.
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Qualitative Impact
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Enhanced User Satisfaction:
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User feedback indicated a marked improvement in satisfaction with the Salesforce platform.
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Positive Perception Shift:
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The perception of Salesforce among brokers and underwriters shifted from viewing it as a mandatory tool to recognizing its value in their workflow.
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Stakeholder Confidence:
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Continuous stakeholder engagement and transparent progress tracking built confidence in the UX team's methods and recommendations.
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Internal Recognition:
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The project received internal accolades for its success and was cited as a model for future UX and system improvement efforts.
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Long-term Benefits
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Foundation for Future Enhancements:
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The project laid a strong foundation for ongoing improvements to the Salesforce CRM system.
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Training and Support:
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The streamlined processes and clearer UI reduced the need for extensive training and support.
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Broader CRM Usage:
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The success of the enhancements led to broader usage of the CRM system across different departments.
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