User Experience Design
Sales demos
Revolutionizing Vanguard's Sales Demo Experience
Vanguard's record-keeping business faced significant challenges in a competitive market, particularly in demonstrating their technology capabilities to prospective clients. To address this, we established a new Sales Demo team tasked with creating engaging and informative technology demos. This case study outlines the process, strategies, and outcomes of developing two key demo experiences: the Future State Demo and the Current State/Online Demo. As a result, we achieved a 10% increase in our win rate for new business opportunities.
Background
Vanguard operates in a competitive landscape for 401k record-keeping services, responding to numerous Requests for Proposals (RFPs) from clients dissatisfied with their current providers.
Realizing the growing importance of technology demonstrations in the sales process, a dedicated Sales Demo team was formed.
Problem Statement
Clients require clear insights into the technology platforms their participants will utilize. Vanguard was lagging behind competitors in demonstrating user experience and future capabilities, which diminished our appeal to potential clients.
Research
User Research
We conducted interviews with sales representatives, gathered insights from existing clients, and analyzed feedback from past RFPs to understand user needs and pain points related to demo experiences.
Key Findings
Clients expressed frustration with traditional demos, emphasizing the need for a more engaging, interactive, and informative presentation of technology capabilities.
Competitive Analysis
An evaluation of other 401k providers revealed competitors effectively showcased their technology through comprehensive demos. We identified that Vanguard’s current approach lacked flexibility and depth in demonstrating the user experience.
Personas
Using insights from user research, we developed personas representing different stakeholders, including
Financial Decision-Makers (CFOs)
Who prioritize compliance, security, and technology innovation.
Plan Consultants
They seek clear demonstrations of user experiences for their clients.
Design Process
Ideation
We held brainstorming sessions using techniques like mind mapping to explore potential features and scenarios for the Future State and Current State demos.
Wireframes
Low-fidelity wireframes were created to test layout concepts and interactions. Feedback led us to prioritize user flows that emphasized clarity and engagement.
Prototyping
Interactive prototypes were built using tools such as Figma to visualize the user journey for both demos. These prototypes were essential for testing and validating our design with stakeholders.
User Testing
Methodology
We conducted moderated usability tests with sales representatives to gather feedback on the prototype demos. -
Findings
Users appreciated the customizable options for the Future State Demo but requested a simplified interface for the Current State demo.
Iterations
Based on testing results, we refined the interface of both demo experiences, focusing on flexibility in the Future State Demo and simplicity in the Current State demo.
Final Design
An online platform that closely mimics the existing user experience, enabling prospective clients to explore the demo independently. Customizable, allowing sales reps to showcase future capabilities and unique features dynamically.
Features
Key features highlighted in the final product include: - Interactive elements for user engagement. - Custom configuration options in the Future State Demo. - User-friendly navigation in the Current State Demo, enhancing the exploratory experience.
Results
Metrics
A 10% increase in win rates for prospects evaluated over the past year, showing the direct impact of the new demo experiences.
Feedback
Post-launch, sales representatives reported improved confidence and feedback from clients highlighted the engaging nature of the demos.
Impact
The new demos transformed how Vanguard presented its technology capabilities, positioning the company as a technology-forward provider. The ability for sales representatives to customize demos directly addressed client needs and significantly strengthened our competitive edge.
Conclusion
Overall, the project successfully established a new standard for sales demos at Vanguard. The collaboration between UX designers and sales teams enhanced our demographical approach. Moving forward, I would advocate for even more frequent iterations based on ongoing user feedback. Critical lessons learned include the importance of continuous collaboration across teams and the necessity of adapting to user needs in real-time.