CASE STUDY 4

Sales Opportunity Management

ROLES

Interaction Designer, Salesforce Designer, Facilitator

RESPONSIBILITIES

Brainstorming Workshops, Early Concepts, Wireframes, Prototypes

COLLABORATION

Sales & Marketing Stakeholders, Sales Agents, Product Management, Engineering, QA, Content Strategy, Program Management, Service Designer

TIME LINE

5 months

Background

By 2030, the construction industry is projected to grow by 30% to $23 trillion globally. Autodesk Construction Solutions (ACS) is a suite of construction management software that was acquired recently. It constitutes 10% of Autodesk revenue and has a huge market potential but it isn’t #1. This project is focused on integrating all ACS transactions and more than 500 ACS sellers into our Enterprise Opportunity Management system to accelerate momentum for Autodesk to get ahead of the competition.

$500M revenue

500 Sellers

Problem Statement

How might we enable ACS sellers to efficiently manage value-based offerings and configure flexible sales motions like mid-term switches, co-term and renewals in Enterprise Salesforce systems, without impact to productivity and revenue?

Discovery

  • ACS Lead management is sophisticated so it and Business Business Development Representatives will remain in ACS SFDC

  • Business Development Representatives will transfer opportunities to Enterprise

  • Account Executives will create opportunities in Enterprise

  • Upgrade co-term, switch, renewal and extension sales motions

Approach

As lead designer on this project I facilitated workshops with stakeholders from sales and e-store organizations to align on top customer intents. I also helped label 200 sample inputs for the data science team to train the AI routing models.

Approach

Actions

  • Identify top sales intents

  • Lead with topic selection

  • Pass context during agent handoff

  • Build UX Library of components

  • Collect user feedback

Fallback options

  • Human agent always an option

  • Guide support/education inquiries out of sales path

  • Fallback to phone when chat is unavailable

Scope Change

  • New LLM + RAG for self-service

  • Assumed no UX needed

  • Conversational FAQs added to flow

  • Designed guardrails to minimize risk

  • Designed appropriate responses for conversation repair (error handling)

  • Limited number of turns

Early Results

Next Steps

  • Deep-dive into conversation logs

  • Include generative answers

  • Conversational memory

  • Improve formatting of answers

  • Topics or open-input or both

  • Revisit turn counts

  • Replace phone number with call-scheduling