Data Driven Design
PROJECT OVERVIEW
Boston Scientific had a large number of interactive iFolios that their salesforce would use on proprietary iPads to use as sales tools. The Cardiac Rhythm Management (CRM) division had a library of more than 30 separate iFolios, each with a unique design and UX aesthetic with no overarching branding elements, no taxonomy naming conventions and no navigation patterns or use flow. This meant all of the analytics data and metrics that was gathered was effectively worthless.
The Goal
Without sacrificing existing individual branding elements or confusing the end users (both internal and external), create a overarching design and UX aesthetic that would improve functionality and give the impression of cohesive global branding throughout CRM iFolios while improving sales conversions.
Approach & Research
When first tasked with this project the first thing I dove into was the research. Had anyone spoken with the end users — sales staff or potential customers? Had anyone done any field analysis? Had anyone done any level of user testing?
The short answer: none of that had ever been done. After conducting in-person interviews with 27 individuals and conducting 3 days of user testing, the following conclusions became evident:
Over 95% of the users held the iPad in the crook of their left arm.
With the primary and secondary navigation across the top, the end users stared at the back of the operator’s hand for nearly 53% of the time.
There was so much content that over 65% of it was never seen by the user.
Without proper taxonomy within the iFolio, all metrics and analytics were unusable.
Strategy
By applying what was learned, an iFolio template was created that solved the navigation & visualization problems. This also allowed the blending of the design aesthetic with the global rebranding and allowing each iFolio to keep their own distinct brand.
With proper taxonomy, the reports from metrics gave actionable intel. Finally, uniform navigation throughout CRM products allowed for timely user adoption.
Process & Implementation
These strategies were implemented by:
Creating a global header and footer for all iFolios that had universal Boston Scientific visual brand while simultaneously introducing primary and secondary navigation.
Primary navigation was kept at the top of the screen as research showed only 3% of use cases had the sales person switch between primary items.
All secondary navigation was moved to the bottom so the sales person could switch between options while allowing the end user full visibility of all content 100% of the time.
Limiting all navigation options to 4 choices to edit content down to only the critical items.
Proper taxonomy naming and hierarchical relationships for components within each iFolio.
End Result
Instant results were seen from the implementation of these changes:
13% sales increase within the first Quarter of adoption.
Average time spent during sales pitches decreased by 32%.
Remaining departments adopted similar iFolio revamping shortly after.
