Is it possible to clearly and convincingly communicate product value to customers?
Business Value Constructor (BVC) was developed as a sales tool for Microsoft to communicate product value to enterprise customers. The tool aimed to support sales representatives in conveying Microsoft’s value proposition effectively during customer engagements
Solution preview
The Team
• Project owner
• PM
• 4 Devlopers
• UX Designer
My Role
• Designing artifacts
• Maintaining the design system
• Leading design discussions
• UX research
Overview
The original BVC application was a text based form. The project stakeholder sought to revamp it into a more interactive and visually intuitive experience for users. As a result, MAQ Software was brought on to lead the redesign and redevelopment of the application
Scope
Time Frame
Jul 2022 - Apr 2024
Tools
• Adobe XD
• Figma
• Mural
• Azure DevOps
Client
Microsoft sales team
My Impact
Creating 120+ high fidelity prototype screens to highlight product value for enterprise customers and maintain brand consistency throughout the end to end user experience.
How might we clearly communicate the unique value of a specific product line to help users confidently choose based on value?
1
The client company offers 30+ software products, each delivering unique value to enhance productivity
1
Insight
Customers struggle to identify which product best fits their specific business needs
2
Across 15+ industries and 3+ sub industries, sales representatives spend significant time identifying the right strategy for each customer’s unique needs
2
Insight
Sales representatives face inefficiencies due to the time consuming process of matching the right product to each customer’s specific industry and needs. This slows down the sales cycle and may lead to missed opportunities
Title
Business executive
Goal
Wants to increase her business’s MoM revenue by gaining insights from customer data through the adoption of new interactive data analytics software.
Problem
Unsure which tool will best support her goals and finds the overwhelming number of options difficult to navigate
Linda
(Customer)
Title
B2B sales representative
Goal
Connect customers with the right tools to meet their needs and drive increased sales
Problem
Current tool is too complex, making it hard to showcase product value and help customers choose confidently
John
(User)
Understanding the problem
*User and stakeholder interviews uncovered a distinct problem area shared by both key personas
Version 2: card system
The card system was designed to break down the complex node structure into a clear, easy to understand format. It allowed users to filter by specific customer industries and quickly add relevant, high impact solutions to their basket
Why the card system
The iteration helped new users learn the tool more quickly and enabled them to effectively communicate product value to customers
The impact of the iteration
Version 1: node system
The node system offered great flexibility and detail, allowing sales representatives to select specific tactics and solutions tailored to each customer. It provided broad coverage across various industries and problem areas, accommodating the diverse needs of different clients
Why the node system
User and stakeholder interviews revealed a strong need for a more streamlined experience. As the tool expanded, it grew increasingly complex, eventually generating over 2,000 possible node paths. This complexity led to consistent feedback from users requesting a simpler, more intuitive version of the application
Reason to iterate
Solution iteration process
Results
By redesigning the BVC into a more intuitive, card based system, we enabled sales representatives to quickly tailor solutions to customer needs and clearly communicate the unique value of each product line. This streamlined the sales process, reduced time spent on product matching, and helped customers make more confident, value based decisions ultimately accelerating sales cycles and uncovering new business opportunities
Back to the top