Plantão de Vendas
Challenge
To engage the sales team members with the company.
My role
Kickoff meetings, information architecture and user interface design.
01
Meeting the user
EARLY-STAGE RESEARCH
Desired
Content
The big challenge was how to engage so many different people with the website. Sales members are very different from each other, considering age, sex, culture and even practice area.
The answer is: they all want to improve their career and increase their sales.
So I’ve started to analyze their LinkedIn profiles to find common skills and interests. The result was:
Graduation: Administration, Marketing or Business.
Skills: leadership, negotiation, sales, management, pre-sale and post-sale, general technology subjects.
PERSONA
João Paulo
SALES MANAGER
Age: 35
Income: Medium / High
Technology Proficiency: Medium
Favorite Brands: Trello, Apple.
USER JOURNEY MAP
| STAGES | 1. RECEIVING THE EMAIL WITH THE WEBSITE LINK | 2. VISITING PLANTÃO DE VENDAS | 3. PUTTING KNOWLEDGE INTO ACTION |
|---|---|---|---|
| MOOD | Concentrated | Open minded. | Open minded. |
| DOING | Working at Embratel. | Working at Embratel. | Visiting the clients. |
| THINKING |
Am I interested in the content? Should I take a quick look? Is it really important for me? |
What will I read now, save for reading later or disconsider? | What did I learn that can be used to help me deal with my clients? |
| OPPORTUNITIES | To show exactly what the user will see in Plantão de Vendas and how long will take to read the articles. | To provide content related to the graduation and common skills based in the user research. To share real examples of successful sales, recommend books, podcasts, bootcamps, courses. To make interviews with Embratel's professionals and encourage them to generate content. | To try to make, in every post, a paragraph with a conclusion that brings the subject close to the reality of the company. |
02
Principles
Plantão de Vendas helps Embratel’s sales team members to improve their professional career.
The company selects content for the sales members, based in skills that they need to develop to grow inside the company and in their career.
To create a learning culture in the company.
KPIS
How to measure success?
03
User Interface
HOME
ARTICLE
EMAIL MARKETING
01. Email Marketing
In every new edition, an e-mail marketing is sent to the sales team with articles headlines and reading time, thus users are stimulated to access the website even if they have just few time.
02. Value Proposition
Value proposition is the first element of the content, right after the main title. Therefore users can see what to expect.
03. Career Section
The career section of the newsletter and website has a content curatorship based in user interests that were discovered at the early-stage research.
04. UI
Embratel is one of the biggest technology companies in Brazil. Their practice areas are Cloud Computing, IOT, Security, Hosting and Internet. The wired globe represents connectivity. There are a lot of colored strokes and glowing elements that represent lights and give a sensation of speed.
STYLE GUIDE
