Atlas - NuVasive Japan
Digitizing the sales process to drive greater efficiency and change more patient lives
2018
UX Design Lead
Atlas Japan Demo
SR Dashboard EN
SR Dashboard JP
Order Step 1 EN
Order Step 1 JP
CS Dashboard JP
MY ROLE
Provide guidance for the UX team
Help facilitate interviews with key users
To make sure we were staying within the guard rails with the design and provide constant input
Provide final decisions on the design
Help remove any roadblocks to make sure the design process was moving smoothly
Present designs in stakeholder and steering committee meetings
BACKGROUND
The challenge was to digitize the Japan sales process, which relied on a semi-manual workflow and consumed a lot of time from Sales Representatives and the Customer Service team. Our goal was to improve customer service and positively impact more patient lives. The Customer Service team was overwhelmed, working extra hours to manage surgery orders using spreadsheets and paper. Sales Reps had to call in orders for surgery equipment. Both teams needed a more efficient ordering system.
TEAM
2 Designers
1 User Researcher
Leadership
Agile Scrum Teams (Japan, China, and the US)
Software Engineers
Product Managers
Business analyst
Technical Architect
GOALS
Allow Sales Reps to Create and Submit their own Orders
Deliver a tool where users can create surgery orders without relying on lengthy after-hours phone calls to customer service.
Reduce Customer Service Overtime
Optimize the order taking process reducing the time it takes to create a medium complexity order from half-an-hour to only 10 minutes by delivering a digital system to manage orders and documentation.
PROCESS
Research and Discovery
Interview Customer Service and Sales Reps to understand current process flows and user mental models.
Analysis
Analyze user types, develop personas, and create journey map to determine workflows and areas of opportunity that will inform the design.
Design
Create wireframe flows based on user feedback. Create prototype of the design.
Validation
Test the prototype with users and iterate based on feedback.
RESEARCH FINDINGS
We were able to observe the cooperation process between sales and customer service reps by way of interviews and shadowing teams as they walked us through their existing order process.
Customer Service Overtime
The Customer Service team used complicated Excel sheets to track orders and worked extra hours taking phone orders from Sales Reps after regular hours. They needed assistance but couldn't hire and train new staff due to the high order volume and their complex system.
Hesitation from Sales Reps
Based on our user research, the sales team was hesitant to use an ordering app because they thought it would be time-consuming and difficult to learn. They preferred relying on customer service and didn't want to add more tasks to their busy day.
PERSONAS
Based on the research findings we were able to create five different personas and referred back to them throughout the entire product development process.
Through this process we gained a deep understanding of user behaviors, patterns, and thought processes for both sales and customer service.
JOURNEY MAP
Through the journey mapping exercise we were able to prioritize a list of key design tasks and actions.
Provide clear instructions for users without much technology experience.
Create a simple product structure that is easy to understand. Not all sales reps recognize the official name for each product.
Make it easy for users to create repeat orders. They create a lot of orders based on existing ones.
Provide flexible ways for users to create an order. ie: Reordering from a history of orders.
SKETCHES / WIREFRAMES
Using the data collected during the user research phase, we sketched out some concepts and then we were able to craft wireframes and a user flow using Figma.
We then showed the wireframe prototype to the users for feedback and validation.
PROTOTYPE DESIGN
Once we had a solid design concept, we created the initial prototype in Figma referencing the NuVasive color palette and Material Design components.
We also knew that based on our user research, that the app needed to be usable on both desktop and mobile devices so we opted to design a responsive web app that scaled gracefully from Desktop to Tablet.
USER TESTING
We conducted several rounds of remote and in-person moderated usability tests to reveal possible problems and painpoints.
Afterwards, we took all of our findings back and refined the design.
OUTCOME
This project was a successful international team effort. We exceeded our initial goals and are now improving the app's design and features. Both Customer Service and Sales Reps are using and liking the app, despite initial doubts from the sales team. The feedback has been very positive.
RESULTS:
Increased ordering numbers 80% by launching Atlas mobile app.
Increased Customer Service operational efficiency by 35%.
Reduced Customer Service overtime from 12 hour days down to only 8.
Decreased ordering time from 30+ minutes to under 10 minutes.
Sales Rep Experience
Globus Medical
Patient Management
Axis Design System