CareAR
Product Design · Telecommunications · Cross Platform Application
UX strategy, research, wireframing, UI, design system
Services
Client
Xerox (USA)
Timeline
Feb 2022 - Mar 2023
Team
2 people
About the client
Context
Wildix, a global leader in Unified Communications as a Service (UCaaS), enhances business communication through its services and complementary hardware devices, supporting a large and dynamic sales team worldwide.
Project overview
x‑bees is the customer communications platform built to accelerate B2B pipeline by doing what sales team needs most: keeping in touch with prospects and putting all the decision makers in one place.
In collaboration with Product Owner and Business Analytic, I led the effort to integrate Salesforce and HubSpot CRM systems into the x-bees app. Our goal was to empower the end-user to increase their productivity and potential.
Task
Seamlessly integrate sales tools to optimize user workflows for greater efficiency.
The problem areas are not known, and the process of interacting with Wildix products is not entirely clear. Analyze the sales team's funnel and identify CRM features to integrate into the x-bees app for optimized workflows.
Challenge
Balance between simple implementation of complex solutions.
Conducted research helped to validate hypotheses, understand end-users better, define the number of core CRM features which will make our product attractive on the market.
Design complex customer sales funnels using CRMs to manage leads in x‑bees and ensure they are accessible, even if sales staff leave organization.
As a result of our work, x‑bees automatically logs meeting information in CRMs, enabling salespeople to focus on what matters most: engaging with customers and understanding their needs.
Solution
My contribution
I've been working on this project for about a year, covering many tasks: refining multiple user flows, integrating a video conferencing tool into the app, conducting user onboarding, establishing the tone of voice, improving UX copywriting, enhancing the design system, and creating a dark mode for the mobile app, among other tasks. However, for this case study, I would like to focus on how CRM systems were integrated into the x-bees app.
CareAR, A Xerox Company, provides a smart augmented reality support platform visually enabling your customer service, field service, and IT service staff to drive greater outcomes and experiences. Deflect costly dispatches and reduce time-sensitive resolutions through self-solve content and remote AR guidance while enhancing safety. Your customers, employees, and field staff now have the next generation support tool to deflect and reduce downtime fast.
CareAR provides enhanced augmented reality tools with immersive visual self-solve content, live video collaboration, screen sharing, and capturing pictures and video from support sessions into systems of record together as part of an end-to-end service management workflow, extending value to support teams.
Features
Multiparty: With CareAR's multiparty feature, you can invite as many collaborators as you like to work together in a live, high definition, remote solve session.
Annotation Tools: With one of the industry's deepest AR toolboxes, CareAR users can annotate live video feeds as well as shared images, providing detailed visual guidance to quickly resolve problems.
Session Recording: Hosts can enable session recording to capture video, audio, and AR annotations for post-session playback. Great for critiquing new hires, creating audit artifacts, building up knowledge base content, and more.
Groups: For enterprises, organizing support teams into groups helps to better manage users and study team member performance. You can create groups based on job function, location, corporate organization, language spoken, skillset, or any other attribute. Reporting can be filtered based on group assignment.
Rich Analytics and Dashboards: Administrators, managers, and team leaders get deeper insights in how teams are successfully resolving field issues by using the detailed dashboards provided by CareAR's admin portal.
KPI Builder: Instrument those Key Performance Indicators that matter to your organization using CareAR’s custom KPI builder. Get your customer's perspective on how you're doing. Collect information in a structured manner for rapid feedback, rapid iteration.
True ROI: Using the data made available from CareAR, you can determine the ROI improvements in performance, increased dispatch deflection, reduced resolution times, reduced truck rolls/onsite visits, and improved first-time fix rates.
Research questions:
After stakeholder interviews, I identified the biggest questions and objectives for the initial research.
Process
Primary research
Secondary research
The marketing team had previously done market research, so I leveraged their insights.
What is the primary sales funnel/workflow of international sales teams?
What are the common challenges sales managers face while filling in the data?
What specific CRM functionalities do sales managers find lacking or inadequate in their current workflows?
How we can make sales process more effective for sales managers via x-bees?
To ensure our design addresses the needs of end-users, I conducted user research through interviews, surveys, and direct observation. This helped me to understand their workflows, pain points, and opportunities throughout the user journey, leading to a detailed user flow and personas that aligns our solution with real-world requirements.
User flow
Creating user flows after interviews helped me organize insights and design optimal user journeys. This allowed me to visualize processes, simplify navigation and improve the overall user experience.
Personas
This helped organize information about user needs, behaviors and goals, giving the team a clear understanding of who the users are.
User Interviews
Competitive analysis
Conducting a competitive analysis helps us understand the market landscape and identify design opportunities.
We conducted about 10 user interviews with sales managers from Italy and France, uncovering key differences in their approaches to handling leads. This gave us deeper insights into their pain points, goals, and daily challenges.
“I need to find easy solution for internal communication with a CRM integrations and posibility to make calls”
- Anny, Business Owner (b2c client)
I began by drafting the integration of Salesforce and HubSpot into the x-bees app. This CRM integration allows users to manage opportunities directly within the x-bees info frame, where they can track stages, view and edit summaries, and access connected contacts. In conversations with external contacts, all participants can access the linked opportunity, saving time and minimizing the need to switch to CRMs, which fosters team collaboration and alignment.
After the prototypes were user-tested and approved, I moved on to enhancing the design system and creating a dark mode for the app.
Here are the results:
Ideation & Implementation
CRM Integration
Design system
