Designer. Strategist. Problem Solver. Systems Thinker. Empathic. Collaborator.
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MSFT CRM Insights

Microsoft partnered with InsideView to improve user productivity by integrating InsideView's sales product within Microsoft Dynamics CRM. 

 

How might we help CRM users utilize Insights data to accomplish their daily tasks more effectively and close deals faster?

Project Goal

White label the InsideView sales product within Microsoft Dynamics CRM to create a seamless user experience. Working within Microsoft's release cycle required us to incrementally work towards this goal.

Team

I partnered with InsideView Product Management and Engineering to ensure that all four releases were successful. I worked closely with Microsoft stakeholders to ensure alignment and business value delivery.

My Role

Leadership and Vision

From 2013 to 2015, I led the UX integration for four releases. I also initiated a strategic and visionary long-term approach to align the user experience of both products.

Design Execution

I analyzed the Microsoft Dynamics CRM design standards to deliver hi-fidelity wireframes under tight deadlines. I setup a cadence of UI development reviews to ensure a seamless experience.

 
 

The mashup view of Insights within a MSFT Dynamics CRM account page. 

A drill down view from the Insights mashup on the account page. 

The full page view of Insights provides the user with a more engaging experience. 

A dashboard provides the most critical information they need from both products to execute daily tasks.

 
 

Process

Brainstorming, whiteboard sketching and coffee breaks fueled our approach to integrating a complex product into the Microsoft ecosystem. Alignment and collaboration with the Microsoft product team was essential to drviing business value.

Our process was guided by a mission statement and design principles.

Mission
Deliver accurate data, relevant news and actionable “Insights” to Microsoft Dynamics CRM users when and where they need it.

Design Principles
Efficient, Simple, Integrated, Trustworthy

 
The prioritized roadmap for the future vision of Insights. I sketched this out with the Product 

The prioritized roadmap for the future vision of Insights. I sketched this out with the Product 

An ecosystem sketch I did to visualize how Insights fits into a salesperson's workflow and usage of multiple Microsoft products.

An ecosystem sketch I did to visualize how Insights fits into a salesperson's workflow and usage of multiple Microsoft products.

 
 

Ecosystem and Journey Maps

The ecosystem map led to the creation of a customer journey map. Developing a long-term vision for the product required a deep understanding of Microsoft Dynamics CRM sales users. I worked closely with the Product Manager to understand and document their needs in a quarterly sales cycle map.

 
 
 

User Flows

Enabling a salesperson to work efficiently drove the decisions behind embedding and customizing InsideView's functionality within Microsoft Dynamics entities. The Insights user workflow diagram maps out the vision for integrating the two products.

 
 

Interaction Models

Creating an interaction model focused on integrating data and user actions across both products, which was essential to designing a seamless user experience. 

 
 

The interaction model accounted for all possible zero data states within the product. Data availability differed across companies and contacts, which meant this was a critical use case for us to consider.

The installation workflow for a system administrator was critical to ensure user adoption.

 

Lessons Learned

Aligning intersecting functionality across the roadmaps of two different companies requires careful planning.

Being curious and resourceful helped me to tackle the ambiguous challenge of integrating two different products, interaction models, and visual design styles.