Problem
Dental product sales reps need a quick and easy way to curate a catalog for a potential customer to modernize & streamline their sales flow.
Context
The client tasked me with the goal of designing a SaaS tool that would allow their sales reps to create custom digital catalogs for customers to replace their standard, heavy, paper catalogs with hundreds of pages and thousands of products and SKUs.
Goals
Design an intuitive platform for not necessarily tech-savvy sales reps
Allow sales reps to curate products based on customer relevance
Create different experiences based on permission sets (admin user vs. super-admin vs. sales rep)
Ensure a mobile-friendly experience for sales reps on the go
Team
Product manager
Project manager (marketing lead)
Lead engineer
Later → product line expert for specific brand as it had unique requirements
Process
Understand scope & user needs — interview project leads and get clarity on open questions
Outline necessary components of the experience and prioritize features & device (started with desktop/tablet)
Market/inspo research
Design “easy” screens to start on overall patterns and get users set up (way for dev to start building user database and process for approvals)
Design prototypes to test with sales reps
Write user testing script & observe testing
Iterate based on feedback
Finalize catalog creation experience so dev can start building
Start designing product upload & management UX
Weekly standing meeting for checkins
Work with project manager & brand lead to understand requirements and existing structure (spreadsheets) — work with dev to design unified spreadsheet architecture as interim solution pre- full digitization
Work back & forth with dev to test for bugs and clean up UI
Lots of back & forth on PDF catalog renderings
Tools: Figma, InVision, Google Docs, Google Spreadsheets, Slack, Toggl
Catalog Curation
