Sales Coach.AI

My final project in User experience design at the Technion.  It's a training system for call sale representatives, that simulates a conversation with a virtual customer created by the computer. The system is inspired by IBM's artificial intelligence technology, which enables computer-to-human debate on complex topics.

THE CHALLENGE

Insufficient training

  • Salespeople do not receive enough professional training in their workplace.

  • There is a high turnover of salespeople in workplaces.

  • Managers do not know or fail to assimilate good study and training processes.

MY ROLE

    Research

    Interviews with users

    User journey

    User stories   

    Interactive prototype

    Project presentation

 

THE RESEARCH

Focusing on the

selling process

In this project, I focused on the selling process in a B2C luxury car rental company. The research was divided into three parts:

  • Observations

  • Interviews

  • Academic research

I conducted several interviews with the sales team and also the team managers, as well I interview salespeople working in Suzuki car showrooms to understand the training and their coaching methodology.

CONCLUSIONS

I learned a number of interesting and surprising facts during my research:

  • Although most places do training, it usually happens once a year.  If a salesperson starts the job after the training was already done he will receive only the basic training.

  • I learned that in the luxury car rental industry it takes about a month for a new salesperson to close his first deal.

  • The average age of a salesperson is between 25 to 32.

  • Sales representatives leave work relatively quickly, 25% quit their job after a year, 44% leave after two years,  and 55% start looking for a new job after just a few months.

  • Another surprising fact was that "48% of salespeople reported they do not receive significant professional training in their workplace. In the same research, 83% of executives said they give excellent professional training to their team". (Keenan Research)

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THE GAP

This gap between executives and their salespeople emphasized the difference in the understanding of what is significant and professional training process. 

I also recognized the same gap in the team I was examining.  The team leader wasn't really giving the salespersons professional tools to make them better. This was the main pain points for the sales representatives, they were frustrated and felt the inability to grow and progress in there workplace due to lack of proper training.

MAJOR PERSONAS

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Logan

The low revenue salesperson 

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Joe

Sales team manager

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Nora

New salesperson

She will need an

onboarding process

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Dan

The best salesperson in the team who can become a contributor to the system

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Logan
Low revenue salesperson

"I want to improve myself and to become a better salesperson"

Age:  26
Role:  Salesperson
Technological Literacy:  Very High

Socioeconomic Status:  Medium

Country of Origin:  United States

Access to the system:  Desktop

Background

Logan is a mediocre salesperson in the company, he previously worked in an online sports brand. He is a luxury enthusiast and from an early age he knew the different types of luxury vehicles and is very involved in the field, he can relatively easily talk to customers about different types of vehicles and offer different alternatives to the same car category that the customer did not think about. He is ambitious and competitive, it is important for him to stand out in the team, Most of the deals he closes are relatively short-term with medium-sized clients, he is very successful in closing customers with a strong emotional appeal to the product and is less successful at closing corporate clients looking for an authoritative figure, thus his revenue is pretty low in comparison to the team average.

Key motivations

  • Get better at selling: learn new sales techniques.

  • Stand out in the sales team as an employee with high learning ability and a desire to develop.

  • Prepare for conversations with an important client.

 

Main concerns

  • Close monitoring by the team manager.

  • Wasting time.

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Sales team manager

Joe

"Training a New Employee Is Time-Consuming"

Background

Joe has been managing the company's sales team for three years, he has been in the marketing field for almost 18 years, Joe has a deep understanding of Internet marketing, 
Mainly uses Excel and the CRM customer management systems in his day to day tasks.

Main pain point:

training new salespeople takes a lot of valuable time and resources.

This is a tedious process that is repeated every few months,
Joe has no time to cultivate learning processes and build a well-organized training method in his team.

Age:  51
Role:  Team manager
Technological Literacy:  Very High

Socioeconomic Status:  High

Country of Origin:  British

Access to the system:  Desktop

THE SOLUTION

Smart sales team  training system

  • A system that can simulate a conversation with a virtual client.

  • A system that can give feedback to the manager/salesperson about the quality of the conversation 

  • A system that allows the manager to send specific training to different team members`

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EXAMPLE USER FLOW - TRAINING

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EXAMPLE USER STORIES

As

I want to

So that

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Logen

See an analysis of my training results

I will Improve my sales performance

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Joe

Boost an underperform training

Get my team to
train more

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Joe

See team members 

openness to learn

I will be able to better evaluate my team 

PROTOTYPING

 Salesperson view - Home page 

Scheduled 

trainings

Skills graph

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X

Weekly

Challenge

Upcoming team Training

Click to see leaders board

 Salesperson view - Specific training page

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Description

of the training

Different steps

in this training

Score

 Salesperson view - Training results page

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Insights #1

Insights #2

Results

 Manager view - Home page

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Training

categories

overview

Team analysis 

Training

performance

overview

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Please find a link to the Axure file

I was particularly impressed by Asaf’s ability to actualize a concept. It’s as if he pours concrete on an idea to make it tangible, so the users know exactly what to expect. He always has the end user in mind, and both the vision and the knowhow to make their experience meaningful.”
Itzik BarelBrand advertising and Online Platforms Manager

Presentation of the project at a Technion conference (Hebrew)

Want to increase conversion rate? 

Feel free to Contact me