Summary
As the founding UX Designer at Sherpa CRM, I strived to make our senior sales software as intuitive and visually appealing as possible.
To achieve these goals, I created whiteboard sketches, wireframes, high-fidelity mockups, and working prototypes that helped define the structure and “feel” of our product. Throughout this process, I worked closely with current users, software engineers, customer experience representatives, and our executive team to ensure that business and user goals were met.
Major projects executed during this time include:
Designing a sister software geared toward skilled nursing
Overhauling the previous CRM interface
Redesigning Sherpa’s reporting and dashboard interface (shown below)
About
Company
Sherpa CRM, St. Louis, MO
Duration
February 2016 – September 2017
My Role
UX Designer
Tools Used
Sketch, Adobe Illustrator, Adobe Photoshop, Principle, InVision
Highlighted Project: Reporting Redesign
Beginning in April of 2017, Sherpa set out to completely overhaul and redesign our current reporting interface.
Research and Ideation
We first sought to understand how users interacted with data in the existing reporting area. As such, our executive team and I spent roughly a month meeting with multiple CRM and reporting experts, as well as current users. From these interactions and continual feedback, we reimagined a platform where users could not only comprehend but take ownership of their data.
This research allowed us to create a product roadmap that included the following:
Sherpa Dashboard that would visualize information we considered critical for a user, based on role.
My Dashboard where users would import, organize, or share reports they find critical for their team.
Sherpa Reports that would house all standard reports in an easily digestible layout. These reports could then be customized and saved by a user.
My Reports where users could view or share customized reports, plus schedule reports to be emailed to themselves and their team.
Shared Reports where a user would locate any report shared with them by another team member.
Schedule section where a user could view, edit, or cancel reports scheduled for sharing.
User Journey Map
A user journey map made to understand the emotional experience of Sarah, a sales manager persona, as she browsed, selected and customized reports in the future interface.
Wireframes
A sample of the 115 wireframes created for the reporting interface. Once completed, these wireframes were prototyped in InVision and presented to our Senior Product Manager and executive team. Iterative changes were made after conferring with these parties, the customer experience team and current users.
Style Guide
Style guide for Sherpa's front-end interface, created using Sketch.
High-Fidelity Mockups
With the style guide complete, it was then possible to create high-fidelity mockups from the wireframes shown above. In the end, Sketch and InVision were used to design over 100 mockups, a sample of which has been included below (content has been replaced with "Lorem Ipsum" text to protect Sherpa's intellectual property).
Final mockup for the Sherpa Dashboard section.
Final mockup for the My Dashboard section.
Final mockup for the later-added Team Productivity Dashboard, through which leaders can better understand how their teams are spending their time.
Final mockup for the Shared Reports section.
Additional Design
In addition to user experience design, I was afforded the opportunity to create various client-facing digital and print collateral for national industry conferences, training seminars, company-sponsored events, and more. When designing collateral, it was standard practice to collaborate with our Director of Communications and Chief Strategy Officer. See below for a sample of this work.
Email campaign header created for the 2017 Argentum Senior Living Executive Conference in Nashville, TN. Instead of utilizing a traditional 10’ x 10’ booth, we created the “Sherpa Cafe” where attendees could stop by and grab a coffee or snack. Created using Sketch.
Full-page magazine advertisement created for the 2017 Argentum Senior Living Executive Conference. Created using Sketch and Adobe Photoshop.
Concept: Postcard advertisement for the 2016 grand opening of Sherpa’s new headquarters in St. Louis, MO. Created using Sketch.
Final: Postcard advertisement for the 2016 grand opening of Sherpa’s new headquarters in St. Louis, MO. Created using Sketch.
Design for a 18” x 24” print that now hangs in the Sherpa development conference room. Created using Sketch.
Page 1: Infographic summarizing the results of an intensive, 2016 study of over 300,000 sales interactions in Sherpa. Created using Sketch and venngage.com.
Page 2: Infographic summarizing the results of an intensive, 2016 study of over 300,000 sales interactions in Sherpa. Created using Sketch and venngage.com.
The materials above contain copyrighted content, trademarks, and other intellectual property owned by Sherpa CRM (now Aline) and are protected by law. Unauthorized copying, publication, or use without permission is strictly prohibited.
