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Bao

Client
Bao
Category
Website, Web App
DURATION
6 mo
YEAR
2021

The challenge

Bao is a provider of conversation intelligence software designed to help revenue teams become more customer-centric and understand the ingredients of a good deal. The current sales process often relies on feelings and opinions, and sales conversations can be a black box. The Bao Platform aims to open up this black box by leveraging conversational data to provide insights and analysis.

The goal

To build a comprehensive platform that will allow sales managers to save, structure, and analyse their conversations to better understand the algorithm of a good deal. The platform will provide users with detailed conversation analytics, such as sentiment analysis, topic modeling, and conversational flows. This will help sales teams identify areas for improvement in their conversations and make data-driven decisions. Our team are committed to providing a user-friendly interface that allows users to easily upload and manage their conversations, and to provide real-time analysis of their conversations. This platform will use state-of-the-art machine learning algorithms and natural language processing to accurately analyse and categorise conversations. With this platform, sales managers will be able to improve their sales process, close more deals, and provide a better experience for their customers.
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User Research

Based on the user research, several key findings have been identified regarding the challenges faced by sales managers. It was found that on average, it takes 5 hours per week to document sales managers' conversations, leading to a significant amount of time spent on administrative tasks rather than selling. Onboarding new sales managers is also a challenge, with an average of 6 months until they deliver target revenue. Additionally, sales managers who don’t follow best practices have a 50% worse conversion rate, indicating the importance of having a structured sales process. Many sales managers admit that they forget to ask important questions when talking to prospects, and a lot of cold calls fail because objections are not handled effectively. Finally, there is a lack of transparency within sales organizations, as they have no clue what their top performers do better than the others. In order to address these challenges, the goal is to build a platform that will help sales managers understand the algorithm of a good deal. This platform will help sales managers save time by automating documentation, provide guidance during the onboarding process, structure conversations to improve conversion rates, prompt managers to ask important questions, and provide objection handling support. The platform will also offer transparency by identifying best practices used by top performers, enabling all sales managers to learn from their successes.
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the process

With the team, we identified key functions such as the creation of playbooks (sets of guidelines) dedicated to specific topics, agendas, and questions for conversations, as well as handling objections and summarizing conversations. We also prioritized integration with CRM systems and analytics. I then created user flows and wireframes to visualize the user journey and interactions with the platform. From there, I began designing the UI, focusing on creating an intuitive and user-friendly interface.

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Conclusion

The Web App we built for Bao includes CRM integration and conversation summary, making the sales process more transparent and accessible to other team members. We also incorporated playbooks with agendas to help sales managers conduct conversations more actively and with greater focus, while simplifying documentation.

As a future feature, I recommended Bao incorporate gamification elements such as milestones, XPs, badges, and daily goals. Many sales managers are highly competitive and motivated by winning against their peers, and goal-setting within a defined timeframe can help them collect points and achieve greater success.

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