Salesforce is a cloud based customer management solution used by over 150,000 organizations. In the fall of 2016 Salesforce launched a new UI called Lightning. The Lightning experience could be turned on with the flip of switch, however any custom development that existed in a “Classic” Salesforce implementation would not translate over to the new system. Salesforce was requiring that all users make this upgrade, so Echo took the forced rollout as an opportunity to reevaluate their current Salesforce Implementation. I was brought on the project as lead UX Designer. 


In addition to modernizing the UI based on the Salesforce Lightning Design System, the goal of the project was to align the workflow of our sales tool to the sales behavior of our 900 person sales floor. Ultimately creating a seamless experience that allowed them to focus on sales and not technology. 


One month into my role at Echo Global Logistics, I had to first figure out what we sold and how we sold it. Lucky for me we had 800 client sales reps five floors below me. I got to work observing their daily role of cold calling new customers looking to ship anything, anywhere. In addition to speaking with the reps I met with their managers and sales leadership to understand what was and was not working within Salesforce. I documented the process in a workflow and identified personas.


Next, I had to learn what Salesforce was and how it worked. I dived right into training videos and worked closely with our Salesforce Administrator to understand the tool. One of the things I remained focused on was how much flexibility the tool allowed, I knew that custom development would be costly and would slow the project down.

Speaking of limitations, I was going to be working within an established design system. So I dug into the Lighting Design System trying again to understand it’s scalability and limitations.

Problem Statement

The outcome of the research can be boiled down to the current experience was “clunky and clicky.” Also the way we required information to win an account in Salesforce was based on old business requirements and did not reflect the recent overhaul to the company’s sales methodology.  So I had my marching orders, modernize the UI and have the workflow match the sales methodology. Through wireframes I explored different design solutions.


Project Outcomes

In the original workflow reps were required to fully qualify the client before they could put an account in their name. This did not reflect the common practice of a customer wanting to try out Echo once before commiting to a long term relationship. This resulted in reps entering false account qualification information to claim the customer. 

In the final design reps were allowed to instantly claim the account and over the next 30 days were required to build out the customer profile to keep the account. A concept of profile completion was introduced to add an element of gamification to the process. We made a 17 click process of claiming a customer a 1 click process. This new work flow matched the technology to their process.


Tools Used


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