Highspot Play Scorecards
Highspot Play Scorecards
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Highspot is a sales enablement platform used by sales teams to better manage their sales strategies. One of the many features Highspot has to offer is building out 'Plays' using our SmartPage feature to help sales managers and leads communicate the business strategy to their team in clear, actionable steps.
Plays are typically offered in a template style where managers can provide training materials, guidance on talking points, content to share with potential prospects, and actionable checklists. These templates are linked to analytics which are represented in the 'Play Scorecard' -- a visual representation of activity. Sales managers and leads can utilize these scorecards to gain insights to the performance and impact of the Plays created in Highspot.
Situation
Situation
Highspot introduced the feature of 'Plays' as part of a guidance framework for sales leaders to organize their business strategy in one place. The framework was identified through customer interviews which influenced the creation of the Play feature. The missing piece to this framework was optimization as many customers expressed wanting to know if the Plays they were building in Highspot were working.
The Guidance Framework:
I worked in a small team as the design lead to figure out how we could fulfill this need for optimization in Plays.
Tasks
Tasks
The first step to this project was to understand what kind of data our customers wanted to see to improve their Plays. Through a series of customer interviews led by the project manager, we identified the top questions sales managers and leads were asking:
Are my sales representatives finding the guidance?
Are they engaging with the guidance?
Are they adopting it?
Are the using the guidance correctly?
Is it having an impact on prospect behavior?
Is it having an impact on business outcomes?
The project manager and I also worked closely with stakeholders, including our chief solution architect who had a strong data background and understanding of our target personas. Some stakeholders provided their own concepts of what the scorecard could look like which helped us start considering what kind of data visualizations would be useful to tell a story for Plays.
Example mockups from stakeholders.
Lastly we collaborated closely with engineering to understand constraints within Highspot to identify our scope and define click stops before our general audience release (GA).
Actions
Actions
As the lead designer, I was tasked to design the general structure of the scorecard and consider what types of data visualizations would convey answers to the questions we outlined from our customer interviews. I worked closely with the product manager and stakeholders to explore the information architecture of the scorecard itself through low-fidelity wireframes and sketching.
Early wireframes from brainstorm sessions
I proceeded to higher fidelity mockups to focus more on navigation, the data visualizations and how scorecards were accessed within Highspot. There were weekly meetings with the product manager and engineering lead to review these iterations and discuss what edge cases were missing. I was able to build prototypes and test them internally within our own sales team and a small customer panel which provided valuable insight to what was valuable and what we were missing.
Evolution of mockups through time
With feedback from sales leaders and our stakeholders, we were able to better define what areas of the scorecard needed more fleshing out:
Filters
We wanted to provide the ability for users to play around with the data.
Considerations like managing what Play you were viewing, selecting specific audiences and changing the timeframe were identified as important for GA.
Drill downs
Digging deeper beyond a data visualization was important to sale leaders and analysts.
We made sure to provide access to the raw data for those who wanted to gain deeper insight into their Play strategy performance.
Navigation
Organizing the metrics through tabbed navigation helped make the data more consumable to our users.
We established 6 tabs in the scorecard navigation:
Overview: A snapshot of the overall health of your Play, in a single glance.
Play: Metrics on Play viewers and general activity.
Training: Highspot offers a training and coaching feature which can be linked to Plays. This tab focuses on showing how those trainings are impacting the Play performance.
Content: Highspot's core mission is providing a platform that helps sales teams manage their content used in their sale strategies. This tab gives insights to how sales representatives are interacting with the content associated to the Play.
Pitch: Highspot offers a "Pitch" feature which enables sales representatives to manage and track their sale prospects. This tab focuses on showing what items sales representatives are using in their Pitches and how prospects are eganging with those items.
Business Outcomes: A beta feature that was only available to analysts which provided insights into how Pitching and engagement influenced the outcomes of relevant opportunities.
Accessibility considerations
I did accessibility explorations to ensure our data visualizations were easy to understand. I focused on contrast and developing color palettes that considered various color blindness scenarios and other accessibility concerns.
Results
Results
The Play scorecard was the first of many scorecards to be developed in the Highspot Analytics ecosystem. It has helped drive Play adoption overall within Highspot and provide better insight to what makes a successful sales strategy.
Takeaways:
Takeaways:
This project was a wonderful opportunity to explore data visualizations and how to display data in a useful way that told a story and influenced action.
Seeing how this scorecard connected to other features within Highspot allowed for incredible collaboration opportunities with other designers.
Getting more experience with accessibility considerations was super insightful towards improving my design practice.
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