Salesforce Integration - Commercial UX Designer
Improved sales workflow efficiency 30%
Problem
Enterprise sales teams were using Salesforce as their primary CRM, but our product required them to switch between multiple tools, creating workflow friction and reducing efficiency. Sales teams needed seamless integration with Salesforce to work within their existing environment. How might we design a Salesforce integration that improves sales workflow efficiency?
What I did
- •
Designed Salesforce integration features that enabled seamless data sync and workflow integration
- •
Created commercial user experience for enterprise clients that worked within Salesforce's interface patterns
- •
Designed seamless tooling integration that reduced context switching and improved workflow efficiency
- •
Improved sales workflows by enabling sales teams to access product features directly within Salesforce
- •
Conducted user research with sales teams to understand their workflows and integration needs
- •
Ensured compliance and security requirements were met for enterprise Salesforce deployments
My key contribution
Designed Salesforce integration features and commercial UX that improved sales workflow efficiency by 30%.
Highlight:
I designed seamless Salesforce integration features that enabled sales teams to work within their existing CRM environment. By creating native-feeling features and reducing context switching, I improved sales workflow efficiency by 30% and increased enterprise client satisfaction.
Results & Impact
- ✅
30% improvement in sales workflow efficiency
- ✅
Successful integration with Salesforce ecosystem
- ✅
Increased enterprise client satisfaction
- ✅
Reduced context switching for sales teams
Overview
The Commercial/Sales department at Booking.com manages enterprise client relationships through Salesforce, with sales teams spending significant time switching between Booking.com tools and their CRM. Enterprise sales teams needed to work within their existing Salesforce environment to maintain their established workflows and customer data. The department faced challenges of context switching, duplicate data entry, and inefficient sales processes that impacted deal velocity. In a competitive enterprise sales environment where relationship management and efficiency directly impact revenue, the team needed seamless Salesforce integration that could enable sales teams to work more efficiently without disrupting their existing workflows.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Booking.com.
How might we design a Salesforce integration that improves sales workflow efficiency?
How I structured the problem space to guide design decisions
- •
seamlessness through native Salesforce integration
- •
efficiency through reduced context switching
- •
familiarity through Salesforce interface patterns
Using user research with sales teams, I identified that the key was designing features that felt native to Salesforce while maintaining our product's functionality.
Information Architecture
Content coming soon...
Designing modular, scalable components that integrate across the product ecosystem
Approach
Benefits
- •Reduces technical debt through reusable components
- •Enables faster iterations and scalability
- •Creates enterprise-scale solutions
Navigating complexity through cross-functional collaboration
I worked closely with sales teams to understand their workflows and integration needs, with product managers to prioritize integration features, and with engineers to design data sync and API integration. I facilitated user sessions with enterprise clients to gather feedback and ensure the integration met their needs. Regular syncs with Salesforce partnership teams ensured compliance with integration requirements.
Challenges and trade-offs
This project required designing within Salesforce's constraints while maintaining our product's functionality and improving sales workflows.
Key Challenges and Solutions
Salesforce Interface Constraints
We needed to design features that felt native to Salesforce while maintaining our product's functionality. I studied Salesforce design patterns and created features that followed their interface conventions while adding our unique value.
Bidirectional Data Sync
Data needed to sync between our product and Salesforce reliably and in real-time. I designed clear sync status indicators and error handling that kept users informed about data synchronization.
Enterprise Security and Compliance
Enterprise clients had strict security and compliance requirements for Salesforce integrations. I worked closely with security and compliance teams to ensure the integration met all requirements while maintaining usability.
What I learnt
Designing the Salesforce integration taught me that tooling integration is about reducing friction, not just adding features. By designing features that felt native to Salesforce and reduced context switching, we improved sales workflow efficiency significantly. The key was understanding that enterprise users want to work within their existing tools, and integration design should feel seamless and familiar. This experience reinforced the importance of platform knowledge in integration design, where understanding the host platform's patterns and constraints is crucial for successful integration.
Feedback
Content coming soon...