Portal: empowering B2B account managers with real-time client data and actionable insights
Overview
Portal is a custom B2B account management tool designed for Dermalogica Account Managers. It centralises data for tracking account progress, streamlines wholesale purchases, and optimises interactions with key client accounts like Ulta and Sephora. The primary goal of Portal is to enhance the efficiency of Dermalogica’s sales operations.
As the Lead Product Designer and User Researcher, I led the design and research phases, involving account managers in a co-creative process. This approach resulted in 100% adoption at launch and significant cost savings for Dermalogica by eliminating the need for third-party tools.
Company: Dermalogica
Sector: B2B account management software
Role: User research, product design
Year: 2022
Problem Statement
Dermalogica operates in a dual marketplace, engaging in both direct-to-consumer (B2C) and business-to-business (B2B2C) sales. Account Managers, who are crucial to maintaining client relationships, lacked access to real-time account data and were instead reliant on cumbersome weekly Excel reports from headquarters that provided limited actionable insights. Recognising this challenge, Dermalogica's CEO tasked me with investigating the problem and proposing a solution.
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Research
To understand Account Managers' daily tasks, data needs, and technological skills, I conducted a comprehensive research sprint with 10 user interviews, a survey of 52 participants, and extensive field research. The Finance team in Los Angeles, responsible for distributing account data via spreadsheets, initially didn’t grasp the limitations of this method. Through my research, they developed empathy for the Account Managers' challenges. By the end of the sprint, all stakeholders were aligned behind a clear mission and understood the next steps.
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Account owners had to navigate between 5 to 10 different Dermalogica websites or tools daily to gather information for a single client meeting. This fragmented approach was especially problematic for those frequently driving between appointments, as it required significant device use, posing safety risks.
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Account owners were frustrated by the convoluted process of requesting account data. They had to email district managers, who then relayed the request to the Finance and Sales teams in Los Angeles. The result was a massive Excel file delivered three days later, leaving account owners feeling distrusted and undervalued.
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Account Managers struggled to extract actionable insights from large Excel spreadsheets. While some appreciated the depth of the data, most preferred more digestible summaries. They also emphasised the importance of being able to view and present this data on iPads during client meetings.
Key findings
Design Process
The design process was highly collaborative, with Account Managers involved at every stage, from initial wireframes to final prototypes. This iterative approach ensured that the tool effectively addressed their needs. We focused on creating a centralized, intuitive interface that streamlined data access and made it easy to present insights during client meetings. Given that each Account Manager is equipped with an iPad, we prioritized an iPad-first design to optimize usability and accessibility in the field.
Solution
Portal is a centralised platform that brings all essential tools and data together in one place. Key features include real-time data access, simplified reporting tools, and an optimised interface for iPad use during client meetings. Portal was specifically designed to transform large data sets into actionable insights, enabling Account Managers to share information with clients effortlessly. The user interface is large and interactive, making it easy to access information quickly and on the go.
Implementation
The launch of Portal was a success, with 100% adoption by Account Managers. We conducted training sessions and provided ongoing support to ensure a smooth transition. Challenges such as initial resistance to change were mitigated by the early involvement of users in the design process, which helped build buy-in and trust.
Impact
Portal boosted efficiency, cutting administrative tasks by 30% and eliminating the need for costly third-party tools, saving Dermalogica a significant amount. Account Managers praised the tool for making their work faster and more effective.