My Three-Prong Design Approach

My design decisions are informed by three key sources of input. First, I gather indirect feedback from stakeholders, specifically team members from the Success and Support teams, which helps identify the key pain points of our customers. Second, I conduct quantitative research using data analytics tools, such as frustration counts, heat maps, and Sankey diagrams, to pinpoint gaps and usability issues. Lastly, I incorporate direct feedback from the CEO on the strategic direction, ensuring that my designs align with Sailes' long-term goals.

A More Intuitive Dashboard Interface for Both Captains and Sailors

The previous dashboard faced several usability challenges, with frequent dead and frustration clicks around metric numbers and terms, as revealed by heat maps. Interviews with stakeholders indicated that customers found the terminology confusing and metrics ambiguous, leaving them uncertain about performance indicators and improvement actions.

The updated dashboard resolves these issues by dedicating sections to each performance metric. Users can click "select more" for detailed information and hover over terms for definitions. Additional sections like "Sailbot Intelligence" and "Deliverability Score" provide a visually engaging overview of Sailbot performance.

Empowering Users to Control Their Targeting Strategy

To enhance Sailebot performance, it's crucial for users to specify the types of companies, industries, and job titles they want to target. The previous design didn't emphasize the impact of customization on performance, nor did it clearly show the relationships between different targeting criteria.

The updated interface uses a "bullseye" design, placing the most critical criteria, like job titles, at the center. Users can easily fine-tune their targeting strategy by toggling different levels of criteria, balancing their need for volume versus accuracy.

Ensuring that Users Seize Every Opportunity to Close Deals

Our Sailors not only need to receive leads from Starboard but must act on them promptly to confidently walk into meetings prepared. Previously, the design lacked clear guidance on what steps to take after receiving a qualified lead.

The new "AiQL" section addresses this by providing clear calls-to-action when a qualified lead is received. Users first get an email prompting them to log into Starboard. Once logged in, they can choose from options like “Meeting Prep,” “Get Phone Number,” or “Reply to Signal.” These straightforward actions help users understand their next steps, driving engagement and ensuring success.