Bayer

At Bayer, I design interfaces for the Crop Science sales representatives, focusing on delivering a global tool encompassing the entire sales process. Data entry and visualization are key for our users, so we strive to simplify these complex processes. Our tool has increased efficiency and cut sales forecasting and planning time by 50%.

Our CRM services four regions covering 100+ countries. We design a cohesive experience for Sales Reps, Distributors, and Growers worldwide.

NA

North America

APAC

Asia-Pacific

EMEA

Europe/Middle East/Africa

LATAM

Latin America

Roles

UX Designer

UI Designer

User Researcher

Information Architect

Deliverables

Product Level Library

Prototypes

User Research

User Testing

Wireframes

High Fidelity Designs

Tools

Figma

Salesforce

Qualtrics

Miro

Mural

AHA

Design Libraries

During my time at Bayer, I have re-vamped the product-level libraries within Figma to improve organization and create our components with the future in mind. Our new structure better supports our reusable components and prototyping needs. The libraries also function as a source of truth and cultivate clear communication with the development team.

Research

Research was conducted with Business Managers and Sales Representatives to indicate pain points, establish goals, and generate feedback. This was done using various methods including: Surveys, Focus Groups, User Testing & More.

User Flows & Wireframing

User Flows - we use flows to map out the user experience. This helps to simplify and make sure we use as few clicks as possible for the task needing to be completed.

Wireframing - we use wireframing to test design and iterate as we receive feedback. These wireframes then set the baseline for our high-fidelity designs.

Prototypes

We create and maintain high-fidelity prototypes in Figma to showcase design and provide the full user experience to our stakeholders before development.

I maintain our full experience prototype, as well as create versions for specific user stories and specific complex processes that require more detail.

The Solution

An interface that drives performance and minimizes time waste while displaying metrics and incentives that tie directly to corporate objectives. The product is in constant iteration so new solutions are consistently created to maintain the highest level of user experience possible.

See high-fidelity designs below.

Account Planning List

Sales Reps use this page to manage their account list. Here they see a snapshot of forecasting data as well as account info. This table encompasses the needs of users across all roles, countries, and lines of business.

Features:

Forecast Snapshot - the table displays an overview of sales data, which allows the rep to compare accounts at a high level.

Account Info Card - collapsable account info allows reps to differentiate between accounts without taking up valuable real estate on the page.

Mass Functions - "Mass Coverage" and "Mass Engagement Program" allow the user to perform functions across multiple accounts at a time.

Add to List - this function allows the rep to create custom lists of accounts for quick access to specific groups without filtering.

Sales Territory Planning

A dashboard utilized by Managers during yearly meetings with direct reports to aid conversations about growth, potential, establishing goals, and overall performance.

FEATURES:

Prior Year Team Chart - this chart is a visual of team growth using multiple KPI's. Managers use this as a team overview and to show individual reps how they stack up against their teammates.

Prior Year Goals - visibility into last year's goals to gauge progress and better inform when setting goals for the current year.

Goal Creation - step-by-step goal creation to ensure all necessary selections are made. Managers and Reps create goals for themselves and their team.

Admin Settings

This screen is used by managers to create preset filters for their team. The Manager follow the steps to make selections on what should be available and ensure they covered all of their key processes.

FEATURES:

Global Filters - minimizes clicks by offering selections that apply across all pages.

Individual Page Selection - allows for filters on specific pages to create a streamlined view tailored to the manager's needs.

Settings - Other settings available such as Season & Product Management, Notifications, App capabilities, and more.

Total Bayer Sales

Here the sales rep can view the total sales of an account across Bayer. For example: A Seed Sales Rep gains visibility into what Crop Protection (insecticides) the account is buying. Or if it is a Headquarter account they can see into the sales of the branches.

FEATURES:

Snapshot Score Cards - snapshot at the top of the page allows for comparison of the sales rep sales vs. the total bayer sales.

Product Cards - the product card shows product-specific sales data to compare across territories and other sales reps.

Territory Dashboard

Here the sales rep can see data visualizations of their sales based on sales type, product, and what stage they are in during the sales process.

The donut charts allow for a comparison of sales vs. target during the different sales stages. The stacked charts increase visibility into the status of vouchers and sales agreements.