Tenfold is a small interface that surfaces CRM data when the phone rings. I was hired to help build a UX team, redesign the core product, and discover new opportunities. I defined the product development process, created the UX workflow, and ultimately created a product that saves time, clicks, and money.
I collaborated with marketing on the website and messaging through the product redesign process, the engineering team through the UX research and design process, and the executive team through the entire process. Simultaneously, I managed four UX practitioners working on current UI and redesign innovations.


I created posters for the office so we all understood who the buyers were. We had to make sure the product demos would appeal to the core decision makers first since they needed to make sure it addressed their needs.
The User Personas were in Confluence and had much more detail and were updated more frequently. The core users were Sales, Support, and Service with a mix of behaviors that determined what info and interactions they needed in the UI.


The original product was a Chrome Extension (seen below) which has great benefits but the problems were starting to stack up and a redesign was imminent.  First, the Chrome Extension, also called V3, would slide out on each browser window each time the call was placed. Second, it was in a fixed location and could not be moved. Third, the user needed more functionality with the customer when the call was connected.
Last, the user needed to see vital information based on their needs and roles so they could get a “pulse” of the customer and the account. The V3 design was not capable if displaying more information that the user needed and what was displayed in the arrows did was cumbersome to discover. For years, the developers updated the V3 UI until it was time to look at this with a fresh perspective.


While evangelizing the Design Thinking process through the company, I wrote over 40 PRD’s to define the product and features so the product manager and I could kick these off to the engineering team and stakeholders with confidence. I started the process by creating Ambassadors at Tenfold who were power users and I could go to them for early insights and role playing before meeting with customers.



Give Me Talking Points!

Sales and support agents are skilled at building rapport but they need some data about the lead (or customers) to get the conversation going. I observed various customers using the V3 Chrome Extension version of Tenfold. My team and I conducted formal observations and presented the research findings so we could collaborate with passion on the design process. A core insight was to make sure the user had valuable data about who the customer was at – or before – the point of interaction.



Collecting and Confirming Insights

I love to plan projects and find the more prepared the team is to solve the problem then the higher the chance of success. I created Product Development Documentation (PRD) templates for the team and added flow charts, wireframes, user stories, and when the designs were ready, links to the design patterns and prototypes would be found here.



Collaborating and Concepting

This is one of the many sketches that came out of late night brainstorming with the CEO and co-founder – who was also the product leader since launch. We identified the core use cases, user stories, and pain points that we had to address. From these sketches, I came up with wireframes and lo-fidelity prototypes to make sure the flow matched the strategy for the company. Then I had the team make prototypes for more formal user testing.



Prototype or Die

Prototyping and user testing is an art form that will save time and resources but often the team has to understand the process. Once the team understood how we can validate a lot of the assumptions with the product, they were excited about each presentation. In fact, people who have been working on the product for years were surprised by the findings. That is why, in this case, we went to the customers to validate things first then shared the insights with the rest of the team. After combining customer insights with internal feedback we went back out to customers for more user testing.



It's a Live Product

Prototypes can only get you so far when it comes to products that need two parties and complex interactions. Designing products that hundreds of thousands of users need to work at a split second – with data they need to see in a flash – is a massive challenge. We were lucky to have a product that the company also used so we can test internally until it was ready to launch.



On Site Visits with Customers

The goal for each product person is to make sure they get as much face time with the end users as possible. It’s important to watch users in their natural habitat and have a skilled person document or record the sessions on-site then share with the rest of the team. In this photo above, I went to T-Mobile to onboard users and then observe them for a few days at the contact center in Phoenix.



I Love Data

After I make sure tracking code was in the product at the very beginning of the process, it was time to create cohorts of users based on customers and also find out which users do more outbound calls and identify patterns  I created custom dashboards in MixPanel and would send the reports to my inbox each morning so I can see what is going on with user count, logged notes, behavior change, usage time, and any signals that would motivate me to dive deeper with the Customer Success Manager.



The Product Evolves with the Market

We knew we had two core personas and they will collide if we try to build one product to satisfy both users but this was one major constraint the UX team had. While looking at ways to keep a single product UI and also make sure the product could adapt with the users, I created a metaphor and new design pattern called Hydrate Design. This allows the admin and the user to setup the way the product behaves based on the role, type of record that shows up, the direction of the call, and actions the user took on the UI.


Having past success building applications for contact centers, I was able to ensure a scalable solution that will work for the beginning user and a power user. The V4 redesign had to not only work for the end users but attract sophisticated buyers.
My team and I designed a product that would also work on multiple environments including Salesforce Classic, Salesforce Lightning, Microsoft Dynamics, Windows, Mac, Linux, and also satisfying existing Chrome Extension users.


Contact me if you need product love. I am available for advisory roles, board positions, and new UX leadership opportunities. My experience spans enterprise, B2B, and consumer applications.