1. User Research Findings
Beth Goldman
Director of User Experience
July/August 2011

2. Goals & Research Methodology Participants Key Insights
Agenda
Goals & Research Methodology
Participants
Key Insights
High-Level Business Process
Design Implications
Next Steps
Other Insights

3. Goals & Research Methodology

4. Goals & Methodology Goals Methods
Learn how we can improve engagement and ensure successful adoption of our product.
Understand the difference in behavior, motivation and background of power vs. light users.
Note: Power users do not necessarily use intelligence features (only one used agents and connections).
Methods
Site visits with users at FinancialForce.com and Innotas.
Webex sessions with users at BigMachines, Merchants Leasing and Silkroad Technologies.
Reviewed notes, identified recurring insights.

5. Participants

6. Participants Companies FinancialForce.com (6) – 200-px mash-up
Innotas (4) – Only using Contact mash-up
BigMachines (4) – 200-px mash-up
Merchants Leasing (2)
Silkroad Technologies (1)
17 Participants
6 Lead Generation (1 Lead Gen, 3 Business Analysts, 1 Enterprise Bus Rep, 1 Sales Support Admin)
5 Inside Sales Representatives
1 Field Sales Representative
2 Corporate Sales Reps
1 Regional Sales Manager
1 Account Executive
1 Marketing Coordinator

7. Key Insights

8. Key Insights Minimal use of our intelligence features
Everyone prospects & qualifies
“I don’t have time”
“I was trained but forgot about that”
“What’s a smart agent?”
“I need to figure out how to start the conversation”
“Linkedin is for business, Facebook is personal”
“Where does your data come from?”
Agent alerts are less useful when sales cycle is short and reps own many accounts
We have a product champion

9. Min usage of our intelligence features
Benefits of features aren’t clear
Understand benefit of a referral on a call (40% more success!) but don’t seem to connect that to connections…
Pro user – nick – kicks the door open, looks for commonalities (not just between prod and sol'n but also personal, bus trigger)

10. Everyone prospects and qualifies
And no problems using this functionality (research, sync, etc.)
Some don’t know about our List Building

11. “I don’t have time”

12. “I was trained but forgot about that”

13. “What’s a Smart Agent?”

14. “I need to figure out how to start the conversation”
Not using connections, find it interesting when shown but not convinced they would use. BUT, separately…. Acknowledge that having a reference has a huge impact on call results.
Also not using agents, barely using buzz or news

15. “LinkedIn is for business, Facebook is personal”

16. “Where does your data come from?”
Where does ur data come from? Can I trust it?

17. Agent alerts are less useful when sales cycle is short and reps own many accounts

18. We have a Product Champion

19. Key Insights - Recap Minimal use of our intelligence features
Everyone prospects & qualifies
“I don’t have time”
“I was trained but forgot about that”
“What’s a smart agent?”
“I need to figure out how to start the conversation”
“Linkedin is for business, Facebook is personal”
“Where does your data come from?”
Agent alerts are less useful when sales cycle is short and reps own many accounts
We have a product champion

20. High-Level Sales Process
Find Prospects
Marketing. Lead Gen/Inbound Sales, Outbound Sales
Use Marketing lists, Inbound leads, Linkedin, List Building
Qualify Leads or Prospects
Lead Qualification, Sales
Review Company and Contact details, web site, some news
Identify decision makers
Identify conversation starters
Understand company’s needs and product fit
Negotiate Deal
Sales
Create proposals
Speak to decision makers as necessary
Give or assign demos to services team
Sales or Account Management
Upsell / Renew Account

21. Design Implications

22. Design Implications | 1 of 2
Improve discoverability and use of intelligence features
Improve discoverability of key intelligence features
Demonstrate benefits of key intelligence features on first use (or soon after)
Provide training or access to training when necessary, in context, where they need it, when they need it, short and sweet
Ensure it’s clear that:
Smart Agent benefits and differentiate from news or google alerts
Benefits of connections and how to leverage for referrals
Agent results and connections are conversation starters
Require little or no set-up to use (intelligence) features
Use data we have (or ask for) when possible (e.g. If user logs in via LinkedIn, previous employments can populate Smart Connections.
Ensure users understand our data differentiators
Clarify how we get our data, the sources, accuracy, etc.

23. Design Implications | 2 of 2
Let process learnings impact UI and training
Allow users to identify their tasks and process to help identify what features they would benefit from.
Ensure UI and training recognize that everyone needs to use prospecting and qualification features.
Focus training more on Intelligence. Users understand how to use the “data”.
Leverage our product champions
Leverage our product champion to help train and engage other users, impact the sales process, etc.
Involve them in the community, CABs, other research efforts.
Beware of mixing business with pleasure
Currently Facebook is not seen as helpful with business sales.

24. Next Steps

25. Next Steps Brainstorm Concepts
Research with more “intelligence feature” users
Understand motivations, how they learned, etc.
Concept Development
FUE Overhaul V1
Concept Refinement
Design Validation
Post-launch with users
FUE Overhaul V2

26. Additional Insights
Have issues with breadth, depth, and accuracy of data but manage around it
Like photos – puts face to name
Look for decision makers based on set info, will go lower or call front desk if required
Browse, don’t search for people
Often don’t notice “search”
Also, “don’t want to miss anything”
Want contact alerts
No one calls our mash-up a “mash-up”
Some search for other company details in CRM mash-up using “not the right company”
Mentions of wanting to know how to better leverage product

27. We all own the user experience of our product. Let’s make it rock!