Growth Hacking in MEA App
Microsoft
Feb 2022 - Sep 2023
As the Product Designer and Product Manager, my role was to drive the design of the app to ensure it met the needs of diverse user roles including Microsoft Directors, Country Managers, Sales Managers, and Sales Professionals.
Microsoft's "Growth Hacking in MEA" project sought to enhance the user experience for a sales tracking and KPI monitoring app utilized by sales professionals from Microsoft’s partner distributors across 35 countries in Africa and the Middle East (MEA). The goal was to create a robust platform that not only tracks daily sales but also monitors sales KPIs by country, establishes a user hierarchy, and leverages AI to provide predictive insights.
To understand the needs and pain points of our users, we conducted comprehensive UX research, including:
User Interviews: We interviewed sales professionals, managers, and executives from different regions to gather qualitative insights about their daily tasks, challenges, and needs from the app. Key themes included the need for real-time data, regional customization, and ease of use.
Surveys: Surveys were distributed across various countries to quantify user satisfaction with the current app and identify common issues. Questions focused on usability, feature effectiveness, and the importance of different KPIs.
Analytics Review: We analyzed usage data from the existing methods to understand user behavior and identify which features are most needed. This helped pinpoint areas for improvement.
Contextual Inquiry: We observed users in their daily work flow to see how they interacting with the data in real-world scenarios. This highlighted issues related to connectivity, data accuracy, and the need for region-specific functionalities.
Hierarchical User Access: Implementing a user hierarchy to allow different levels of access and functionality based on roles. Microsoft Directors had high-level overview access, while Sales Professionals had detailed, day-to-day data.
Enhanced Sales Tracking and KPI Monitoring: Revamping the dashboard to present real-time data on sales performance and KPIs, with country-specific insights for more granular analysis.
AI-Powered Predictions: Integrating machine learning algorithms to analyze historical sales data and generate forecasts, helping users anticipate trends and adjust strategies accordingly.
Intuitive User Experience: Designing a user-friendly interface that streamlined navigation and made complex data easily accessible, catering to varying technical skills and regional differences.
Our service design approach was centered around creating a seamless experience across multiple user roles and functionalities:
Role-Based Dashboards: Different dashboards were designed for each user role, displaying relevant data and insights. For instance, Directors saw aggregated performance metrics across regions, while Sales Managers accessed detailed team performance data.
Customizable Reports: Users could generate and customize reports to focus on specific KPIs and sales metrics relevant to their role and region.
AI Integration: The AI component was designed to be transparent, with users able to view and understand predictions and recommendations generated by the system.
Support and Training: We developed localized training materials and support channels to assist users in navigating the new features and maximizing the app’s potential.
Ahmed El-Sayed: A 45-year-old Microsoft Director in Egypt. He requires high-level summaries and cross-country performance analytics to guide strategic decisions.
Leila Farah: A 38-year-old Microsoft Country Manager in Kenya. She needs detailed insights into sales performance within her country and the ability to manage and review her team’s performance.
Sami Al-Mansoori: A 32-year-old Sales Manager in Saudi Arabia. Sami uses the app to track daily sales and monitor his team’s KPIs. He values real-time updates and actionable insights.
Noor Ibrahim: A 28-year-old Sales Professional in Morocco. Noor relies on daily sales tracking and performance data to adjust his sales tactics and improve his targets.
Onboarding: New users receive tailored onboarding experiences based on their role, including role-specific training and setup guides.
Daily Sales Tracking: Users log in to view their dashboard. Sales Professionals see detailed daily sales data, while Managers and Directors access more aggregated or detailed reports.
KPI Monitoring: Users review KPI metrics that are relevant to their role, with Sales Managers and Directors able to drill down into specific metrics and trends.
AI Predictions: Users access predictive insights provided by the AI, which offer forecasts and recommendations based on historical data.
Feedback and Support: Users can provide feedback and seek support through in-app channels or localized help resources.
Competitive Analysis
To ensure our solution stood out in the market, we conducted a competitive analysis of similar sales tracking and KPI monitoring tools:
Feature Comparison: We evaluated features offered by competitors, such as Salesforce, HubSpot. Key differentiators included AI capabilities, real-time data updates, and regional customization.
Usability Assessment: We assessed the usability of competitors’ platforms, focusing on ease of navigation, user interface design, and customization options. This helped us identify best practices and areas where our app could offer a superior experience.
Customer Feedback: We reviewed customer feedback and reviews of competitors to understand their strengths and weaknesses. Common complaints included lack of regional customization and complexity in reporting features.
Pricing and Value Proposition: We analyzed the pricing models and value propositions of competitor apps. Our aim was to offer competitive pricing while delivering superior features and user experience.
The app was launched in a phased manner, starting with a pilot rollout in select countries to test performance and gather initial feedback. We incorporated real-world data and user feedback to fine-tune the app before a full-scale launch. Training sessions and webinars were conducted to ensure users across all regions were comfortable with the new features and functionalities.
The "Growth Hacking in MEA" project successfully transformed the sales tracking and KPI monitoring app into a powerful tool for Microsoft’s partner distributors. By implementing a role-based hierarchy, enhancing data visibility, and integrating AI-driven predictions, we significantly improved the app’s usability and effectiveness. The phased rollout and iterative feedback process ensured a smooth transition and high adoption rates. Ultimately, the redesigned app empowered users at all levels to make informed decisions, driving better sales outcomes across the MEA region.