Lisa Law
 

Sales Hub

Digital Reporting Automation: an end to back-of-the-napkin analyses

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Overview

Frito-Lay is a company best known for some of our longtime favorite chips like Doritos, Cheetos, SunChips, Funyuns, and more. In order to continue the legacy of delivering the best chips to consumers, we were tasked with improving the CRM experience for Frito’s frontline users (employees responsible for product orders, delivery, and merchadising at the store level) and their leadership (individuals responsible for managing teams of frontline users).  The result is a future state experience where a central platform, Sales Hub, is a personalized experience unique to the individual’s position/role/responsibilities.

 

 
 

ROLE

UI/UX

TIMEFRAME

August 2018 - January 2019 


 
 

The Problem

 

End users struggled to understand the cause and effect of sales performance and non-compliance. Without a central platform generating real-time insights and surfacing actionable recommendations, a leader would never know how improve an individual’s or teams’ performance at a store or chain. Ultimately, this leads to missed sales opportunities and dissatisfied customers.

 
 

 
 
 

Discovery and Concepting

In-field market research, along with stakeholder interviews across the business were conducted to quickly craft a hypothesis and to design the visual concept of the future experience. During SAFe Agile planning sessions, features and functionality were prioritized for a piloted release plan based on user experience requirements and impacts to Frito Lay’s bottom line.

 
 
 
 
 
 
 

Usability & Insights

After the initial concept test with end-users, feedback was incorporated into the next round of updated designs. This iterative process was continued throughout each sprint, allowing for the evolution of the final deliverables. From the conducted 11 total usability sessions with 6 leadership and 5 frontline Frito Lay employees from the Southeast, Southwest, and Northeast regions, there was positive feedback on the overall experience.

 
 

Leadership Insights

number-1

Centralization

Leadership wanted the ability to view all the key metrics and insights they need to quickly identify opportunities for their team to grow the business.

number-1

Task Management

Whether in small or large format operation models, leadership wanted the ability to manage and assign tasks for their team across the organization.

number-1

Communication

Leadership wanted direct communication lines to roles that they manage in order troubleshoot issues and support KPIs.

user-1

Small Format DSL
19 years of experience
Southeast region

user-1

Small Format DSL
13 years of experience
Southeast region

user-1

Small Format DSL
4.5 years of experience
Northeast region

user-1

Small Format DSL
7 years of experience
Northwest region

user-1

ACDM
Northwest region

user-1

Small & Large Format DSL
1.5 years of experience
Southeast region

 
 

 

FRONTLINE INSIGHTS

number-1

Sales

Rather than looking through historicials or market trends, users wanted surfaced insights to identify where they should spend their efforts upselling, restocking shelves, reducing unsaleables, etc.

number-1

Execution

Users wanted a personalized daily schedule in order to execute and prioritize properly, and to receive updates as they progress so leadership can track performance in real-time.

number-1

Contracts

The contracting experience across regions is a stressful and tedious manual process, leading to reduced compliance of contract completion and difficulties in tracking where a customer stands.

user-1

Small Format RSR
1 week of experience
Southeast region

user-1

Small Format RSR
17 years of experience
Southeast region

user-1

Small Format RSR
4.5 years of experience
Northeast region

user-1

Small Format RSR
37 years of experience
Southwest region

user-1

Small Format RSR
2 years of experience
Southwest region

 
 
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The Solution

Frito Lay’s Leadership and Frontline employees continually echoed the need for a one-stop-shop platform that would consolidate all 30+ digital reporting touch points, rather than deal with their fragmented multi-app experience. The result is a personalized digital experience that surfaces opportunities for growth and pushes action-oriented alerts encouraging Frontline and Leadership employees to be more efficient in close-loop execution.

 
 
 

Leadership: Tablets

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number-1

Real-time data

Reporting and real-time data (alerts & warnings) that allows leaders to focus on tasks instead of calculations while triggering response/action

number-1

Smart analytics

Smart suggestions gathered from data, on how to improve sales or to maintain plans

number-1

Actionable tasks

Ability to message frontline individuals to immediately address concerns or create a plan of action

 
 

 
 

Frontline: handheld devices

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Reminders and alerts

Notifications that surface at the moments that matter, to keep frontline from falling behind

Daily schedule

Task-oriented, day-to-day schedule that allows frontline to know what they need to do and when

Motivational metrics

Performance metrics to motivate frontline to achieve higher goals

 

The Results

The solution for Sales Hub is undergoing development and pilot markets have been identified for a 2019 Q3 launch! Together with Frito Lay, Sales Hub has become the vision as the central platform for close-loop execution and compliance practices. 

 
 

Leadership

“Moving in the right direction. [The Near/Next experience] is more user friendly, and vibrant and more modern in appearance.”

Frontline

“It's a one stop shop where a DSL would go to begin their day. The home screen sums up everything and will cut out at least a half hour of work. I believe this is going to be a timesaver.”

 

2019

Q3 Launch

 
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