Design

Strategy, Studio, Data and Narrative

Vishwanath B H | Feb 2022

About me
Hi, I’m Vishwa

A Bangalore based UX Designer, with 8 years of experience at product based

companies. 7 years into design. I’m currently working at Ji enow, handling 2
products for the company.

I have designed and shipped products at MNCs and Start-ups, I have

designed both enterprise and consumer products.

I have designed for web, mobile, android, iOS, quasi immersive and immersive
media - VR apps.

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Agenda
Design Craft Interview

• Design Strategy : Understand the process with emphasis on facilitation and

stakeholder management

• Design Studio : Understand the data and research driven design process and
the narrative with emphasis on product pain points and solutions.
 Design Strategy
Understand the user Explore Ideas &
Frame the Opportunity
Options

“How do they work? Why do

“What happens today?

“Clearly de ne the right

they need this ? What do they

What if…”

problem/Opportunity”

really want?”

1 2 3

De ne the New Vaidate with Users

Create a Prototype
Concept

“Clearly de ne the solution and

“Visualise the idea for your
“Test the concept with real

the impact it will deliver”

users”

Users”

4 5 6
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 Frame the opportunity
Product Manager

• The Product is called eMeet

• It focuses on Meeting automation
• It is kind of like Calendly, a meeting scheduler, with automation of processes, resources and people.
• Our users are Sales Representatives and Prospects in enterprise and consumer companies
• They struggle today because current processes are outdated, scheduling is done outside of the system. It
is common to manage million dollar meetings with phone calls and emails.

• In a perfect world Sales should be able to share their availability and agenda in a couple of clicks and
prospects should be able to choose a time slot in a single click

1
 Understand the User
“How do they work? Why do they need this ? What do they really want?”

• Determine your key stake holder

• Understand how they work and the context

• Identify real needs and motivations of your users

2
 Understand the User

Stakeholder Map
Mapping exercise to understand key stakeholders, their expectations, motivations, and relationships to each other

3 Internal 2 External Top Findings

Client
Improve Customer, CSM and Client relationship
Customer
CSM
Strengthen Product and Client relationship

Improve Product and Customer relationship

Tech
Product*

*Product = Product Management, Design and Marketing

CSM = Customer Success Management

2.1
 Understand the User

Empathy Map - Sales Persona

To gain greater empathy for the user, participants identi ed things that the Sales and Prospects commonly. Contribution by CSM, Product,
Client CX/CS

Says Thinks
“I need help with my non-event marketing and sales meetings, Why do I have to do all this over mails and phone calls
throughout the year “
How do I know which expert is available?

“I want to customise my meeting types and nd right experts These meeting types are of no use for me
easily “

Does Feels
Overwhelmed
Creates multiple small events , and long events spanning weeks
Underpowered
Sales admin creates multiple meeting types for others
Inef cient

2.2
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 Understand the User

Design Drivers
The empathy mapping exercise provided deeper insight and a better understanding of the Sales’ and Prospects’ motivations and pain
points

Automation
Automate nding common availability and scheduling so that user can focus on real wor

Simplicity
Simple and easy way for everyday sales (non-event) activitie

Customisation
Allow Sales to customise meeting types based on their need for better customer interaction and ef cienc

2.3
.

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 Explore Ideas and Options

“What happens today? What if…”

• Map the existing user experience or work ow

• Highlight current pinpoints

• Brainstorm ways to improve the user experience

3.1
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 Explore Ideas and Options

Product Journey Map

Discovery Choose
 Sales
 Prospect 
 Meeting

Engagement availability availability
• Outbound - 

Sales call
• Understand 
 • Propose time -
 • Choose a time

need
On phone/ 

email

• Inbound - 

Prospect call • Choose a

meeting type
• Set up 

meeting based 

on time 

• Choose an 
 chosen
expert/SME

3.2
 Explore Ideas and Options

Product Journey Map - Pain Points

Discovery Choose
 Sales
 Prospect 
 Meeting

Engagement availability availability
• Which • Rooms for in-
availability
 • Meeting types • Stressful phone 
 • Stressful person
to share are rigid and not and email phone 
 meetings

publicly
 relevant most of conversations to and email


 the times
nd a right time
conversations • Room booking

to nd a right con icts

• No idea about • 3rd party time

relevant 3rd scheduling
party SMEs and softwares are
their availability
not useful and
cannot be
• How do I work included in the
outside the business
events ?
 work ow

3.3
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 Explore Ideas and Options

Product Journey Map - Opportunities - How might we

Discovery Choose
 Sales
 Prospect 
 Meeting

Engagement availability availability
• Recommend
• Personal • Availability • Choose slots/ appropriate
meeting 
 sharing
reschedule as rooms

types
per
convenience
• Coordinate 

3rd party SMEs

• Meeting
scheduling all
year round


3.4
 Explore Ideas and Options

Product Journey Map - Ideas Use ‘SCAMPER’ for ideation

A.Discovery B.Choose
 C.Sales
 D.Prospect 
 E.Meeting

Engagement availability availability
1. Automatic
1. Create custom
 1. Share personal 1. Choose/ room
meeting types
and group reschedule selection
availability 
 time slots based on
2. Automate digitally digitally ‘Meeting
relevant SME type’

selection based
on ‘meeting
type and topic’

3. An app/ally for
on and o
events all year
round


3.5
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 Explore Ideas and Options

Big Ideas Prioritised

Di erentiators No brainers
B.1, B.3 C/D.1,B.2
Impact to users

E.1
Performance enhancers
B.2

Unwise ideas

Feasibility for the team

3.6
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 Define New Concept
“How do they work? Why do they need this ? What do they really want?”

• Determine your key stake holder

• Understand how they work and the context

• Identify real needs and motivations of your users
 Define New Concept
“Clearly de ne the solution and the impact it will deliver”

Who What Wow

A sales representative can manage all meeting set-up, scheduling
requirements all year round, and request a meeting in single click,
greatly reducing the time spent and increasing the number of meetings
booked.

4
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 Create a Prototype - Flow and Hierarchy
“Clearly de ne the solution and the impact it will deliver”

5
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 Create a Prototype - Device decisions
“Clearly de ne the solution and the impact it will deliver”

5.1
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 Create a Prototype
“Clearly de ne the solution and the impact it will deliver”

Share availability digitally to external users- One click.


Automated SME assignment.

Custom meeting type.


All year use(as MS Outlook add-in).

Automatic Room selection (Room e ciency)

5.2
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 Create a Prototype

• Integrating with
current Sales user
journey -

MS O ce

• Leverage
familiarity and 

momentum

5.3
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 Validate with user

• Work on group availability and customer side journey

• Work on timing of assignment of SME

• Lot of work on customising meeting types - where to manage settings?

• Room e ciency for to also consider optional meeting participants

6
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 Next Steps

• Work on user feedback and approval

• Design Studio : Detailed concepts and High delity mocks

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Challenges

• Bias towards existing product and ows

• Jumping to solutions

• Steering multiple stakeholders through the process - event context

• Failing to anchor to pain points : Deviations and Radom ideas

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Design Studio
 Design Studio
The story goes like this…

View Validate Draw Ideate Visualise Deliver

Data Pains Insights & Design










Data - Pendo Analytics

• 30% drops on slot choosing step

• 10% of the booked meetings were rescheduled by phone and mail

1
Understanding the Journey/Scenario
1.Sales call /Webinar 2.Prospects show interest through mail
1 and phone

3. Sales shares their availability 4. Prospect selects availability

30% Don’t

~ 10% Reschedule through phone

2
Qualitative Validation : Interviews and usability

• Scheduling experience for sales and prospect

• Reschedule experience for sales and prospects

3
 1 Qualitative : Understanding the Journey/Scenario

1.Sales shares availability Buyer CEO PA to CEO

Drops :
 Needs scheduling 


Doesn’t nd 
 help:

a good slot Doesn’t nd a 

good slot

2. Same availability is visible to all

Pain Point : Ability to prioritise high value prospects -


$ vs $$ vs $$$

3.1
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2 Qualitative : Mental Model vs Conceptual Model

Prospects

2. Prospects 
 3.Check calendar to nd their own

1. Sales shares their availability
See available slots availability to match with sales

Mental Model
 Matrix

Pain point List Mismatch

3.2
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Pain Points

• Prospect : Mental model mismatch in visualising availability

• Sales : Cannot prioritise prospects to provide exclusive time slots

4
Designs
Prospect Sales

5
Designs

• Wireframes and visuals can be shared in 1 to 1 discussion.

5.1
Test and Measure Results

• 10% drops in slot booking (reduced by 20%)

• 4% reschedules (reduced by 6%)

• Prospects : Frictionless boarding to new slot picking experience

• Sales : Feeling empowered

6
Thank you
Design Strategy, Studio, Data and Narrative

Vishwanath B H | Feb 2022