Empowering a Sales Team to Self-Evaluate


Metro by T-Mobile is a prepaid wireless service provider and brand owned by T-Mobile.


Senior UX Researcher & Designer;
 Responsible for end-to-end UX process


3-4 months

The Problem

The Field Ops team wasn't utilizing the full functionality of Qlik, their resource for all things analytics and BI dashboards. This was preventing them from performing thorough self-evaluations that could help increase store sales performance.
Note: Qlik is an out-of-the-box dashboarding software.

Research Activities


23 Interviews across 2 Channels & 6 Job Titles

Interview objectives:
`1. Learn about the differing goals and responsibilities of people in Field Ops
2. Understand how Qlik supports their goals and tasks
3. Observe how they’d normally use Qlik in a typical session
4. Identify pain points in the current process


Defining Personas & Mindsets

I defined personas to answer the questions of how we could make the available information more complete and relevant, and I defined mindsets to understand how we could make the user experience more efficient, less overwhelming, and more designed for context.


Auditing Current Applications

I conducted an audit to understand what were the most frequently used sheets, and whaat were the common metrics found on the most frequently used sheets.

Back to the Problem Statement...

Creating Solutions


People had to visit 3-5 different applications in one session to get all the information they needed, and everyone had different metrics they needed to see


A single application that consolidates all the main use cases
& A report builder to allow people to create custom reports


People didn’t know how all the reports related to the 9-10 key metrics on the Scorecard (the report used to evaluate their overall performance)


Clear navigation categories that tie back to the Scorecard, with supplemental sheets that provide detail analysis into the 9-10 key metrics


Important analyses about sales performance weren’t made available, making it difficult to make informed decisions


Revamped dynamic scorecard to enable peer comparison
& Newly designed sheets in the dashboard to provide missing analysis


Reports weren’t mobile-friendly, which made it especially hard for the team to pull up when on-the-go and making field visits


A single mobile-friendly sheet to provide a single store snapshot
& Future: A fully-functional app for mobile

Continued Iterations

After re-designing a new analytics experience, I conducted user feedback sessions, individual testing, and sent out a feedback form. This helped me to refine measures & filters for more actionability & relevance, increase clarity around language & functionality, and increase the overall delight of the experience.

A few lessons learned:
‍1. Starting with open-ended research questions can create better products
2. Surveys & group/solo interviews could have been more strategically used
3. Performance matters. Design needs to be flexible to efficiency demands

Want to know more?

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