VOOLT TECHNOLOGIES
Facilitating Ads for Service Providers
Challenge: Voolt is a tool designed to simplify setting up Google and Meta Ads, replacing the need to do it within Google's environment. The key challenge was how to engage these users, guide them through the platform, and ensure they provided the most important information.
Solution: Conducting desk research instead of direct user research, followed by designing the UI and monitoring conversions and user experience through Clarity.
Disclaimer: data has been modified as a measure to protect confidential information.
Services
Product Designer Lead
Team: 1 Product Designer + 1 Jr Product Designer
Client
Voolt Technologies - Full-time Employee
Year
2024
Project Overview
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Approach
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Discovery
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The discovery phase
The discovery phase in the design process is like laying the groundwork before constructing a building. It's all about gathering information, understanding the problem at hand, and defining goals and objectives. During this phase, designers conduct research, analyze user needs, and explore potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The approach phase
The business alignment - or approach - phase ensures that design decisions align with the organization's goals.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
PROJECT OVERVIEW
The primary users—plumbers, roofers, and lawn care professionals—were not tech-savvy, so the challenge was to make the setup process simple and intuitive.
The business needed to build the product from scratch and determine the best way to ask users for essential information without disrupting their experience.
The focus was on designing a seamless onboarding process that encouraged engagement while ensuring users could quickly and easily complete their Ads setup.
BUT FIRST, UI
In many of my past experiences, I had the chance—and the time—to dive deep into research.
As a Product Designer, it's important to know when to focus on research and when to move forward with design. In this case, since the business already had a clear idea and funding was coming in, I jumped straight into designing the next steps instead of doing in-depth research.
Below are the Design Principles and the Heuristic Evaluation method (Nielsen & Molich, 1990; Nielsen, 1994) used to spot usability issues:
- Keeping button styles consistent
- Making navigation smoother (e.g., back button, preventing errors)
- Improving the overall look & feel
- Making sure each page communicated the problem it solved
Testing
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The testing phase
The testing phase assesses designs with real users to gather feedback and uncover usability issues. It involves usability testing and sometimes A/B testing to validate design decisions and improve user experience before final implementation.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Since the product was brand new and we didn’t have any data to work with, the first sketches were essential for understanding the business goals.
Next, it was time to align with the Marketing team to determine which key details we needed to ask users during onboarding to support the marketing campaign.
Product Designers and Developers work together. One of the most painful parts for the developers was the lack of communication with the past designers at the company. I made sure we had not only good communication but also a complete hand-off process.
In some cases, we could move quickly without heavy documentation, but for big new features like this, having everything well-documented was essential.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Interview notes
After the interviews, we wrote all notes, with sellers' steps, quotes, potential consequences of their actions, adding employee feelings based on the interviews
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
AND SECOND, DATA!
After QA reviewed the flow, the next phase focused on analyzing its performance. During this stage, the team ensured that every button was properly tracked in Clarity, Google Analytics, and Mixpanel.
Below are the conversion rates modified and key phases identified for further improvements. The results exceeded initial business goals.
Disclaimer: data has been modified as a measure to protect confidential information.
By understanding users flow through clicks and watching recordings, we could identify why our users were dropping off without the action to rebill their account with more Google Ads budget.
Now that the team had the evidences, it was time to apply into new adjustments on the designs.
SO MANY IDEAS, WHAT ARE THE PRIORITIES?
After iterating with the business about the priorities and checking with the technology what was feasible, we got to the main features and fixes that would have an impact on the business.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Key findings
Confidence increase by over 38% after talking to a specialist. By nature, salespeople are very confident individuals. However, when faced with a technical or complex sales opportunity, a specialist is oftentimes needed.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Project Overview
The Tool
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with n awesome match at the end.
Framing
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The Framing Phase
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Learnings
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Educating the stakeholders and lots of listening :)
Balancing user needs, business requirements and technology limitations is an art. This project was a great opportunity to balance the three pillars with a plus: educating the stakeholders.
In previous experiences, the stakeholders were mature from a Design perspective. It brought me the "Back to the basics" feeling, realizing how important is to remember why we do what we do as Designers.
🏆 This project is recognized internally as one of the highlights of 2023 at Dell due to its complexity (number of tools, users, and financial impact on the company).
Grateful for the experience.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
TESTING
The testing phase assesses designs with real users to gather feedback and uncover usability issues. It involves usability testing and sometimes A/B testing to validate design decisions and improve user experience before final implementation.
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Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Working within a Design System
Using the Dell Design System library in Figma, I designed multiple layout iterations —ensuring the design is accessible, inclusive, and useful.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
