Challenge

As a designer for Goals.com, my challenge was to create a comprehensive CRM platform that effectively drives sales performance through goal setting, tracking, and incentives. This required not only designing the website, platform, and mobile site, but also crafting marketing materials like email campaigns and establishing a distinct logo and branding identity. The challenge lay in integrating various features seamlessly into a user-friendly interface while ensuring clarity and coherence in communication.

Solution

To meet the challenge, I meticulously designed each component of Goals.com with a focus on addressing specific sales-related needs. Sales goals were made easily manageable through a streamlined interface, ensuring team alignment and individual accountability. Lead management was simplified with features for assigning leads, tracking progress through the pipeline, and organizing customer data. A performance dashboard provided real-time insights, while integrated team chat facilitated seamless communication. Daily email summaries served as pace setters, and sales contests and performance bonuses incentivized team engagement. Automated reports and commission tracking streamlined administrative tasks, while peer-to-peer recognition fostered a positive work environment. By prioritizing user experience and functionality, I delivered a solution that empowers sales teams to excel.

User Research

The product owner completed the user research and competitive analysis. In short, men dominate when it comes to sales teams – studies consistently show men make up about 71% of sales representatives and 74% of sales managers. Competitive solutions were clunky or confusing – so our platform needed to be modern and easy to use in order to compete in the sales performance marketplace.

Persona

Based on the findings of the user research and data, I created a persona to help inform my decisions as I started to design.

User Story

Worked with a product owner who outlined the epics and stories. I used this to ensure everything stayed in alignment with the functions and features that we wanted the platform to include.

Logo

For Goals.com’s logo and brand identity, I anchored the design with a deep blue primary color, evoking trust and professionalism. The logo, crafted with a scripty font, showcased a distinctive ‘g’ with a bold, sweeping tail, symbolizing progress and movement towards goals. The script font maintains legibility with variations in line weight, creating a dynamic and engaging visual element. Exclusively adorned in deep blue, the logo exuded confidence and innovation, embodying the essence of Goals.com as a dynamic sales performance solution.

Design System

Color Palette: To complement the primary blue, I introduced secondary colors such as yellow, orange, green, ocean, and red, all in harmonious tones, to add vibrancy and energy to the brand.

Typography: For typography, I opted for Roboto, a modern sans serif font renowned for its legibility and clean lines. This choice was deliberate as it reflects our platform’s contemporary approach and reinforces our brand’s modern and user-friendly image. Throughout all branding materials, I ensured consistent use of Roboto to maintain coherence and convey a cohesive brand identity.

Visual Elements: I incorporated modern design elements and icons throughout our branding materials to convey a sense of growth and success. These elements not only enhanced the visual appeal but also assisted users in identifying and efficiently using our system. By utilizing sleek and contemporary design elements, I aimed to create an intuitive and engaging experience that resonated with our audience.