Helping Sales pull the Trigger on new Leads


Barloworld Equipment



My Role

Product Design


1 Week

A CRM is an absolute have-to-have in today’s business landscape. Having a single source of truth on customer data, stock availability and pricing are the most difficult challenges on a day-to-day basis BWE faces. This is what we set out to fix in 1 week.

It started off as a "90-day prototype"

During 2018 we engaged with BWE to build a 90-day prototype with the main pain-point to solve is getting accurate quotations to customers while speeding up the delivery of that quotation. The only way we could prototype the quoting processes in a 90-day period was as an “air gapped” solution to deliver a fully functional App that was taken into the field and used to quote customers.

It ended with a live “race” at their annual sales conference to get a fictitious quote on stage (in front of the entire sales force) between our Trigger App and the current process of calling into the call centre. Needless to say the Trigger App could provide a formatted quote faster than the traditional “over the phone” process could even provide their first price never mind stock availability, etc. We manage to reduce the process that takes 3 – 5 business days to less than 15 minutes.

We had business buy in and had to decide what features to tackle next to have the biggest impact and keep the momentum of the prototype going.

"Design Sprint" to align all objectives

To facilitate the process of choosing the best features and get multiple stakeholders across the business onboard as to what the most important features are to build first, we kicked off the next round of features for the Trigger App with a “Design Sprint” to re-align the business objectives with the users (sales staff) goals. The week before the design sprint would start, we held a number of workshops with all departments and stakeholders within the business to help pinpoint the target for the first design sprint.

Converge on the most important target

We held a number of LDJ (Lightning Decision Jams) with key stakeholders throughout the business, the aim of the exercise is to identify what works, and what needs attention, From there everyone could vote and the most prominent issues rise to the top in a democratic way. It was clear – across departments – that the leads process, that initial engagement with customers and the record keeping thereof to be the most pressing need. So that became our target for the design sprint.

4 Day Design Sprint

The Design Sprint process allows us to create to learn, the idea is to identify the true challenge, produce results and create a prototype that you can put in front of users to learn what works and what does not, before spending any time in engineering and wasting valuable resources.

We followed the 4 day Design Sprint focus where the focus was as follows:
Day 1: Define the Challenge / Produce a mass of solutions.
Day 2: Curate and vote on best solutions / Define the prototype with a storyboard.
Day 3: Design and Build a Hi-Fidelity Prototype.
Day 4: Test the prototype with 5 users.

Our prototype tracked the process of acquiring new leads, working with that lead to qualify it into a possible deal, and then work on that deal to provide all the right information to the right client at the right time, while tracking the process throughout to promote collaboration.

Leads Process - Product Design

The following key screens were designed as part of the leads generation and management process that was used to build the interactive prototype (link below).

Sales Agent – Dashboard
Capture Lead – Personal Info
Lead Detail Work Page
Present Meeting with Client
Pre-Meeting Prep for client engagement
Deal Detail Work Page

Interactive Prototype

This interactive prototype was completed in 2 days from all the design decisions taken as a result of the Design Sprint process. With this in place, there is a clear strategy with stipulated tactics for operations to execute upon to implement this in business, which is the ultimate outcome of a Design Sprint.

View Prototype