Project:

Sales Dashboard

Deloitte

Project Duration: Jan ‘25- Sep ‘25

Role: Sr. UX/UI Design Consultant

Overview & Objective

  • Goal: Create a B2B sales dashboard for Sales Managers and Representatives of all levels

  • Purpose:

    • Provide a clear, actionable view of opportunities across all deals

    • Guide users toward the most effective actions for closing deals

  • Key Outcomes:

    • Reduce time spent on repetitive tasks and manual information digging

    • Target: Cut research time by 50% through centralized, insight-driven design

    • Enable faster, more informed decision-making with data front and center

Business Context

  • Deloitte’s legacy system, Jupiter, lacked an intuitive UX and the ability to easily direct users to take proper next steps.

  • A major pain point was that data wasn’t actionable — users couldn’t easily identify what required attention or how to prioritize tasks.

  • Sales representatives needed a dashboard that could highlight critical opportunities and recommend actions to optimize their workflow.

  • For example, when an account was nearing closure in the sales pipeline, the UI needed to guide reps on specific actions to help finalize “close out won” deals.

Discovery & Research

  • Mapped workflows and conducted interviews with Deloitte sales reps to identify user needs and goals.

  • User interviews uncovered pain points, desired features, and ideas on how to enhance task efficiency.

  • Collaborated with the client to uncover pain points and define key success metrics.

  • Designed a dashboard to surface opportunities, track performance, and reveal relationship insights.

  • Developed low-fidelity wireframes for quick validation, then refined into high-fidelity prototypes based on stakeholder feedback.

First, I started with a simple sales rep profile using Salesforce's OOTB components (ex/ Today's Action Items), while putting key insights at the top, and a trending chart to help the sales representative see trends over time.

First, I started with a simple sales rep profile using Salesforce's OOTB components (ex/ Today's Action Items), while putting key insights at the top, and a trending chart to help the sales representative see trends over time.

I started by using tabs on the dashboard to separate categories. Knowing they wanted AI integrated into the wireframes, we added Einstein Assistant - an AI bot allowing the user to ask questions and receive next step guidance.

I started by using tabs on the dashboard to separate categories. Knowing they wanted AI integrated into the wireframes, we added Einstein Assistant - an AI bot allowing the user to ask questions and receive next step guidance.

I evolved the low-fi design into highlighting total active opportunities, won opportunities, closed lost opportunities along with visuals that gave them quick insight to the status of their opportunities.

I evolved the low-fi design into highlighting total active opportunities, won opportunities, closed lost opportunities along with visuals that gave them quick insight to the status of their opportunities.

I then thought a filtering process would be helpful. The idea is, once the user selects their filters on the left, the right changes dynamically.

I then thought a filtering process would be helpful. The idea is, once the user selects their filters on the left, the right changes dynamically.

I did a few variations of these ideas. As you can see this chart is different from the line chart. I was trying to identify which chart was the most fitting for the scenario.

I did a few variations of these ideas. As you can see this chart is different from the line chart. I was trying to identify which chart was the most fitting for the scenario.

I came up with a "Pipeline Detail" tab in hopes that it would allow the stakeholders see that there are other insights we can show. The filtering seemed to complicate the design and I received feedback to remove the filters.

I came up with a "Pipeline Detail" tab in hopes that it would allow the stakeholders see that there are other insights we can show. The filtering seemed to complicate the design and I received feedback to remove the filters.

I also thought relevant news would be helpful to users on the bottom right. This would allow them to see what their competitors in the industry were up to.

I also thought relevant news would be helpful to users on the bottom right. This would allow them to see what their competitors in the industry were up to.

I then understood that showing relationship insights might help the user. For example, if they needed to reach out to someone, they could quickly find them and see their details.

I then understood that showing relationship insights might help the user. For example, if they needed to reach out to someone, they could quickly find them and see their details.

I demoed a clickable prototype where you click on someones name, and it would grow into a spider web type of design, so everyone related to that contact would now show.

I demoed a clickable prototype where you click on someones name, and it would grow into a spider web type of design, so everyone related to that contact would now show.

Design Iteration & Prototyping

Challenges Faced:

  • Began with a request for a manager-level dashboard to track several opportunities and accounts.

  • User interviews revealed that sales reps with fewer accounts also relied on the tool.

  • Concluded the dashboard needed to be universal — effective for both managers and individual sales reps with fewer opportunities.

  • Shifted focus to a universal, scalable design suitable for all sales roles.

  • Created and tested a clickable prototype, refining it through stakeholder feedback with iterative changes.

Design Iteration Clickable Prototype

AI Integration:

  • Identified a need for more actionable user guidance within the dashboard.

  • Integrated Salesforce Einstein tool (AI) for interactive, data-driven recommendations.

  • This allowed users to ask questions and receive next-step suggestions in real time.

  • Added action buttons for quick navigation to relevant pages or contacts.

  • Created a clickable prototype showcasing AI-driven interactions and outcomes.

AI Clickable Prototype

Outcome & Impact

  • Designed a Salesforce Einstein–powered dashboard to deliver actionable sales insights.

  • Explored Next Best Action and Chatbot AI tools to support quick, data-informed decisions.

  • Pivoted when licensing and data limits emerged, optimizing the design within available tools.

  • Delivered a streamlined, user-friendly dashboard highlighting key metrics and next-step actions.

  • Resulted in a clear, efficient interface that empowered sales teams to act decisively and improve performance.

Final Prototype

  • Pivoted from a complex AI solution to a scalable, streamlined dashboard due to data and licensing limits.

  • Maintained transparent collaboration with the client throughout the redesign process.

  • Delivered a universal solution that met diverse sales team needs and resolved prior UX pain points.

  • Produced a clear, user-friendly interface that improved usability and laid the groundwork for future AI integration.