Veeva CLM platform launched with a narrow range of capabilities and intended uses. That is, it was meant for a salesforce to take existing materials (docx, ppt, pdfs, etc) and upload them to create their own presentations. However clients immediately wanted more functionality and the ability to create CLM specific content based on business goals. Because the CLM platform was HTML based, this allowed flexibility in content and functionality.
Tools and Functionality
Based on what clients said they wanted, I worked closely with the Veeva team to understand how the platform worked, how it integrates with native iOS functionality (e.g. gestures and data storage) as well as built in rules created by the Veeva development team.
Over the course of 2 years, we worked to mature the CLM platform to accommodate client requests in both content and functionality while expanding the scope of the CLM platform beyond a presentation platform.
Prototyping & Testing
As we worked to develop the CLM platform, we took a component level approach based on common client requests to create a library of interactions and standardize the functionality of platform. The primary reason for this was that clients have multiple product team members that cross multiple product teams.
Further, unlike a website of mobile product, our user audience was meant to facilitate conversation between individuals. Therefore, taking into consideration human factors was taken into account in the design of each component.
Some of the components tested were:
- Menu - Size, Location, Functionality, Information Architecture
- Charts and Graphs - Animations, Interactive Movement (drag and drop)
- Scroll motion builds - Incorporating swipe gesture to build/parallax content
- Video playback - Utilizing native iOS video player within platform
- Tertiary navigation - Tabs, Accordion, Scrolling
For each individual project using the CLM Platform, there are a number of different users. Often, the user type the content is created for is not the same user it will be presented for. Therefore, it was important to distinguish who the users are, their goals using the CLM Platform, and pain points
Client | Marketer
Often, the client/marketer wants to put as much content within the CLM Platform with a large amount of KPIs. Often felt the reps would adapt and target audience would want as much content as possible.
Reps | Salesforce
These are the users who actually have to use the CLM Platform as a tool. When the platform launched, we found there was strong push back to using the iPad over conventional print materials. Even today, still see push back from older Reps to using the iPad.
These are the people Reps talk to about the product. Therefore, the content should be tailor made to what they want to know and need to know. In addition, it is often the case their time is limited and content should adapt based on this.
Information Architecture and Messaging
Based on the platform capabilities, limits, and user types, I tested various methods to balance the needs of each user type. Over time, with feedback from reps, as well as metrics on KPIs from clients, a general pattern emerged that proved the most effective at:
- providing sufficient breadth and depth of content
- organizing content that allowed for easy access based on time constraints
- adapting to various target audience's needs and rep tech savviness
Wireframing and Prototyping
Shifting to a digital CLM platform allowed for content to be presented in a dynamic way to increase engagement. In addition, it provided for a way to present large complex concepts in piecemeal chunks that can be easily explained.
For every CLM project, I try to balance the clients need to make content engaging while empathizing with reps that if everything is dynamic, it lowers the usability of the CLM platform as a tool. Therefore, based on market research, KPIs, and rep feedback, we select a few key points to bring to life. As the platform has matured and adoption by reps has increased, I try to incorporate newer design trends and animations to bring content to life such as 3d interactive models utilizing scroll motion interactivity.
Designs are validated through low and high-fidelity prototypes to make sure reps will be able to use the new feature and to make sure the key message remains clear and intact.