Salesforce Lightning

An assessment of customer relationship management (CRM) and the pain points @ Kimberly Clark
UX Research
Over the last 10 years, Kimberly-Clark has enabled business-to-business commercial capabilities by implementing a CRM using Salesforce. An assessment of the current platform highlighted security, performance and governance as core areas of concern that have led to inefficiencies across the E2E Commercial process. Reimagining The E2E commercial process requires focus on People, Process, Technology and Information. This project will help define the needed process, personas, journeys and technology needs to define a MVP that will enable to build the future.
Designer | Xavier F. Vazquez
Designer | Nancy Ma
Designer | Nathan Clinton
Product Lead | Wafa Khan
- Account, Lead, Opportunities, & Contact Informational Architectures
- Creation of Interview Guides
- Lead interview steams
- Persona + User Journeys
Salesforce's platform encompassed four journeys that our team was trying to grasp. Before interviewing KC employees, we first needed to understand the multiple ways different workers can interact with the platform.

We decided that the next step was to create extensive Informational Architectures that depicted each of the four journeys. Below you will find the Opportunities IA.
Once our four IAs were built and our knowledge of the system was in place, we decided to begin crafting interview guides. Given the complexity of the sales team and how their experiences varied, we voted to have create six different protocols:

(1) North America Sales Support
(2) Latin America Digital Seller
(3) Latin America Hybrid Seller
(4) North America Digital Seller
(5) North America Hybrid Seller
(6) North America Digital Seller Manager
Our recruitment was based on emails and connections of our manager and other stakeholders. We interviewed 7 Kimberly-Clark associates to understand the experiences of each speciality. After our interviews, we created a user persona, a user flow, and a supporting flow for each associate.

There were over 119 pain points! What did we do? Affinity Wall Analyses and Qualitative Surveys!

We were stunned! Over 119 pain points and no idea how a team of four designers will be able to break down this data into actionable items. To handle this, we decided to create an affinity wall and categorize problems. Afterwards, we sent a survey to 13 designers to see what problems were shared.
- 86% of users interviewed believed the lack of data visualization on Salesforce hinders their efficiency in the platform and understanding of a customer
- 81% of users identified a problem with the UI that mistakingly makes users duplicate cases, which ends in different follow-ups.
- The lack of availability to create strong reports causes users to spend a lot of time revising the data already built by Salesforce.