Despite being a multinational corporation, Kimberly-Clark had a small UX team of roughly 16 designers and researchers spread across the globe. As a result, I had the opportunity to take charge of several UX projects over the course of my internship and gain experience across all phases of the research/design process. The Salesforce Redesign was my longest project, but scroll to the bottom to view some of the others!

Salesforce is a Customer Relationship Management platform that the Business Development Representatives and Sales Development Representatives use on a daily basis to manage potential sales. They use Salesforce to manage leads, communicate with customers, record notes, and pass information to each other.

An assessment of the current Salesforce platform revealed issues related to the information architecture and lack of automation that have led to inefficiencies within seller flows. We were tasked with redesigning some of the most used pages in Salesforce (i.e. Home, Leads, Accounts, Contacts, Opportunities) to reduce seller pain points and increase efficiency. For the sake of your time, I’ll focus primarily on the Lead pages, since the format of the other pages are closely related.

The Salesforce Redesign project, led by my mentor, Wafa Khan, had been going for several months before I joined the team. At the time I joined, they had completed user research and established some initial wireframes. My contribution to the project included conducting usability testing on the wireframes, analyzing feedback, iterating upon the wireframes, and polishing them into a high fidelity prototype.

Using the UserTesting platform, we set up 6 moderated usability tests with the SDRs and BDRs at Kimberly Clark in order to gather detailed feedback on the wireframe prototype. During the tests, we prompted the users to visit each page and complete basic tasks, asking for feedback on the flow, layout, and information architecture (in accessible language, of course). Lastly, we carefully reviewed each recording and pulled quotes that described likes, dislikes, suggestions, and points of confusion about each page.

Using the feedback, we organized the quotes into an affinity wall, so we could more easily visualize and make sense of our data. By building the affinity wall from the bottom up, we were able to make connections across users to highlight the most prevalent issues associated with each page.

After summarizing the usability issues on each page, we continued to iterate on the wireframes to generate solutions to each of the uncovered pain points.

The Lead List Page allows sellers to view an overview of their leads. On this page, sellers can see, compare, filter, and sort the status, priority, and essential information about each of their leads.

The Lead Detail Page allows sellers to view a specific lead’s information and engagement. On this page, SDRs can directly communicate with the lead contacts through email or phone calls, pass on leads to BDRs, and ultimately convert the lead.

Just as my internship was reaching its end, a developer joined the Salesforce effort, so we cleaned up the prototype & began preparing the Figma file for handoff. Engineering came back to us with some implementation limitations, so the prototype had to be scaled down for the MVP.

If we had more time, I would have liked to conduct another round of user testing with the high fidelity version to evaluate the effectiveness of our design solutions.

I’m surprised at the amount I was able to learn and grow through this internship experience. Not only did I learn to leverage new tools like FullStory for data analytics, UserTesting for interviews, and TeleportHQ for handoff, but I also learned how to use familiar tools like Figma to their full capabilities. Now, I have confidence working in complex design systems, using design tokens, and building flexible components.

Beyond that, I was able to explore the research and design process at a professional level, diving deeper into heuristic evaluations, affinity mapping, and prototyping. And while I learned a great amount, I know there’s so much more to explore. So I’m excited to see what else I pick up during my Master’s of HCI!