Sellfire

Background

Boosting sales performance for SMBs

Sellfire (formerly OPSIQ) is a B2B SaaS company providing a web app for small and midsize businesses to enhance their sales teams' efficiency and results.

User Types / Persona

Two main user types: reps and admins

The app's tools are tailored to the specific needs and roles of reps and managers.

• Reps
  • Task: Make sales calls and close deals
  • Motive: Highly competitive, aiming to be top performers
  • Need: User-friendly, efficient tools to boost performance
• Managers
  • Task: Oversee reps and control system settings
  • Motive: Results-driven, focused on continuous improvement
  • Need: Effective management tools to maximize revenue

Features

Two Filter Updates for Improved Efficiency

This redesign consists of two main components:

• Overhaul the filter UI to display the most common filters above the table, with an option to select "more" for additional filters.
• Enable users to create, name, and share views for their frequently used filters. Users can also favorite and unfavorite these views.

Independently research to understand feature requirements

This feature was primarily inspired by Jira, so I first took time to study how it works there.

I also reviewed how this filter currently functions on Sellfire, referencing the All Leads Filter table to understand which filter fields should be included and what filter/selection options are available for each field.

Address usability issues through cross-team collaboration

A significant challenge arose during the iteration process when, after design handoff, the product team added an option for users to set a saved view as their "default." While this was a valuable feature, it conflicted with the original design's "default view," which indicated a view without any filters applied. This overlap caused confusion.

I took initiative by raising this issue in a team meeting to gather input. Using the feedback received, I redesigned the section to clearly differentiate between "System View," "Default View," and "Saved Views."

This experience underscored the importance of proactively addressing usability issues and soliciting feedback, as even minor changes can significantly impact complex workflows.

Streamline operations with quick filtering and saved views

Quick filtering: Make the most used filters easily accessible

1. We placed the 6 most frequently used filters directly above the table for easy access.
2. Users can select "more" to add additional filters to the top list.
3. Clicking on filters opens a dropdown menu, offering detailed control options such as equals/not equals operators, time frames, and user selection.

Create, share, and favorite views: Eliminate repetitive filter selection by saving your view

1. Users can save a set of applied filters for quick access later.
2. Edit, clone, or delete views seamlessly.
3. Share views with others and utilize views saved by colleagues.

Leverage and Expand the Design System

I utilized Sellfire's Phoenix design system to maintain consistency throughout the design process. To meet the needs of these new features, I expanded the system by creating variants of existing components.

Outcome

Enhance efficiency, user satisfaction, and reduce costs

We'll measure the feature's success based on:

1. Adoption rate: Percentage of users utilizing the new features within the first 3 months
2. Satisfaction score: User feedback specific to the features, collected via surveys or direct feedback
3. Cost savings: Reduction in time spent on lead filtering, translating to lower operational costs

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What I learned

Designing efficient B2B SaaS solutions

Sellfire was my first B2B SaaS web app project, and it taught me the importance of balancing efficiency and complexity in design. My main challenge was determining how users could achieve their goals in the quickest and easiest way possible.

I thoroughly enjoyed the problem-solving process and collaborating with stakeholders to address these challenges.

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Reflection

Embracing uncertainty with confidence

Initially cautious about seeking clarification when I joined the project, I learned to leverage my skills and tools to independently tackle complex design challenges. This approach fostered trust and reliance from clients and team members, marking a significant milestone in my professional growth.

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