Web Design
CONVERSION FUNNEL OPTIMIZATION FOR MEDICAL REPRESENTATIVES (SALESFORCE CRM)
Improving the MVP through A/B testing, journey optimization, and a complete design migration to Figma for a clearer and more performant experience.
Year:
2021
Sector:
Healthcare / CRM
Client:
Intermediate-Sized Enterprise
Duration:
6 Months
THE CONTEXT:
The company needed a new conversion funnel for its marketing and sales teams, built on a Salesforce-based CRM platform. The challenge: to design an efficient pathway for lead qualification, opportunity tracking, and marketing activation within the constrained Salesforce ecosystem.
MY ROLE:
UX design of journeys related to lead qualification and opportunity tracking, UI design in compliance with the Salesforce style guide, A/B test management, and contribution to the Design System.
Approach:
User journey design — Interactions related to lead qualification, opportunity tracking, and marketing activation, designed from the ground up for the Salesforce ecosystem.
UX/UI interface design — Mockups and interactive prototypes to improve the readability and efficiency of CRM interfaces.
User testing and A/B testing — Successive iterations to validate UX hypotheses and improve product performance.
Contribution to the Design System — Structuring UI components to ensure visual consistency and interface reusability.
THE CHALLENGE:
The main challenge lay in combining several strong constraints, to be balanced simultaneously:
optimizing a user journey already constrained by the business rules of the medical sector
working within the Salesforce ecosystem, with its limits and imposed UI conventions
ensuring consistency between the CRM, conversion funnel, and Marketing Cloud
rapidly producing testable mockups for an evolutionary MVP, validated by A/B testing
migrating an entire design project from Adobe XD to Figma without losing the history of decisions already made
It was necessary to find a balance between strict compliance with the Salesforce framework and a real, measurable improvement in the user experience — two requirements that sometimes pull in opposite directions.
RESULT:
Simplifying lead management steps and improving the efficiency of marketing actions
Clearer interfaces tailored to the needs of sales teams
Enhanced visual consistency thanks to the Design System, making product maintenance easier
Better coordination between marketing, product, and development teams
More Projects
Web Design
CONVERSION FUNNEL OPTIMIZATION FOR MEDICAL REPRESENTATIVES (SALESFORCE CRM)
Improving the MVP through A/B testing, journey optimization, and a complete design migration to Figma for a clearer and more performant experience.
Year:
2021
Sector:
Healthcare / CRM
Client:
Intermediate-Sized Enterprise
Duration:
6 Months
THE CONTEXT:
The company needed a new conversion funnel for its marketing and sales teams, built on a Salesforce-based CRM platform. The challenge: to design an efficient pathway for lead qualification, opportunity tracking, and marketing activation within the constrained Salesforce ecosystem.
MY ROLE:
UX design of journeys related to lead qualification and opportunity tracking, UI design in compliance with the Salesforce style guide, A/B test management, and contribution to the Design System.
Approach:
User journey design — Interactions related to lead qualification, opportunity tracking, and marketing activation, designed from the ground up for the Salesforce ecosystem.
UX/UI interface design — Mockups and interactive prototypes to improve the readability and efficiency of CRM interfaces.
User testing and A/B testing — Successive iterations to validate UX hypotheses and improve product performance.
Contribution to the Design System — Structuring UI components to ensure visual consistency and interface reusability.
THE CHALLENGE:
The main challenge lay in combining several strong constraints, to be balanced simultaneously:
optimizing a user journey already constrained by the business rules of the medical sector
working within the Salesforce ecosystem, with its limits and imposed UI conventions
ensuring consistency between the CRM, conversion funnel, and Marketing Cloud
rapidly producing testable mockups for an evolutionary MVP, validated by A/B testing
migrating an entire design project from Adobe XD to Figma without losing the history of decisions already made
It was necessary to find a balance between strict compliance with the Salesforce framework and a real, measurable improvement in the user experience — two requirements that sometimes pull in opposite directions.
RESULT:
Simplifying lead management steps and improving the efficiency of marketing actions
Clearer interfaces tailored to the needs of sales teams
Enhanced visual consistency thanks to the Design System, making product maintenance easier
Better coordination between marketing, product, and development teams
More Projects
Web Design
CONVERSION FUNNEL OPTIMIZATION FOR MEDICAL REPRESENTATIVES (SALESFORCE CRM)
Improving the MVP through A/B testing, journey optimization, and a complete design migration to Figma for a clearer and more performant experience.
Year:
2021
Sector:
Healthcare / CRM
Client:
Intermediate-Sized Enterprise
Duration:
6 Months
THE CONTEXT:
The company needed a new conversion funnel for its marketing and sales teams, built on a Salesforce-based CRM platform. The challenge: to design an efficient pathway for lead qualification, opportunity tracking, and marketing activation within the constrained Salesforce ecosystem.
MY ROLE:
UX design of journeys related to lead qualification and opportunity tracking, UI design in compliance with the Salesforce style guide, A/B test management, and contribution to the Design System.
Approach:
User journey design — Interactions related to lead qualification, opportunity tracking, and marketing activation, designed from the ground up for the Salesforce ecosystem.
UX/UI interface design — Mockups and interactive prototypes to improve the readability and efficiency of CRM interfaces.
User testing and A/B testing — Successive iterations to validate UX hypotheses and improve product performance.
Contribution to the Design System — Structuring UI components to ensure visual consistency and interface reusability.
THE CHALLENGE:
The main challenge lay in combining several strong constraints, to be balanced simultaneously:
optimizing a user journey already constrained by the business rules of the medical sector
working within the Salesforce ecosystem, with its limits and imposed UI conventions
ensuring consistency between the CRM, conversion funnel, and Marketing Cloud
rapidly producing testable mockups for an evolutionary MVP, validated by A/B testing
migrating an entire design project from Adobe XD to Figma without losing the history of decisions already made
It was necessary to find a balance between strict compliance with the Salesforce framework and a real, measurable improvement in the user experience — two requirements that sometimes pull in opposite directions.
RESULT:
Simplifying lead management steps and improving the efficiency of marketing actions
Clearer interfaces tailored to the needs of sales teams
Enhanced visual consistency thanks to the Design System, making product maintenance easier
Better coordination between marketing, product, and development teams