SAP CoPilot

Overview

Using a chatbot in the sales workflow

As part of an enterprise wide digital transformation initiative, teams at SAP were exploring opportunities to automate business processes and bring intelligence to products. The Sales cloud design team wanted to understand opportunities for automation within the sales cycle and test early ideas. I partnered with the designers & a researcher to scope the problem and execute run interviews & concept tests.

Impact

Conversational UI was new to the team, and this research refined the vision of a ‘digital assistant’ by informing user perceptions around complete vs partial automation.
The research also informed the design of new UI components and CUX principles, which were then socialised with the global design team.
CoPilot for SAP Sales Cloud was demoed at the annual SAP customer conference- Sapphire, to a group of 3000+ enterprise customers, as part of the product innovation showcase.

My role

Stakeholder interviews | Participant recruitment | Concept tests of chatbot design | Journey mapping

Conversational UI to eliminiate redundant tasks

Act as an intelligent personal assistant for the sales representative, offering information in context.

The sales funnel involves many steps after a lead is qualified and ready for the salesperson to take on. These steps primarily involve getting customer information, doing research and making sure the right product is sold.

Salespeople, however, perform many administrative tasks that takes upto 30% of their time, is considered burdensome and does not tap into existing intelligence.

CoPilot seeks to decrease friction in the sales funnel, allowing reps to do what’s most important – selling.

Business Goals

The sales representative

Secondary research & finding the right target segment

Secondary research provided a wide sample of sales representatives, which after consulting with the design team was narrowed down to the B2B sales representative, representing a large company, with high value deals.

About the study

Concept tests + interviews with 5 external sales representatives, 1 hour each.

The study set out to explore how salespeople would interact with a chatbot in the context of customer research/ demonstrations & follow ups. These are typically activities that involve pulling in information from many different sources.

What expectations do salespeople have while interacting with a chatbot?
What tasks do people perform in the context of nurturing a lead?
What information would people like to have?
What usability issues do people face while interacting with the app?
How do salespeople plan for meetings?

Journey Mapping for insights

We learned that the the process of interacting with customers can be broadly split up into three stages:

Insights from usability tests

In addition to uncovering new opportunities, the concept tests revealed areas of improvement within the current design.

Impact

The SAP CoPilot app was first demoed at the SAP Annual tech conference – SAP Sapphire, to 3000+ attendees, following which the product direction changed to include AI within the application. As of now, the product has integrated with core ERP/sales/HR product portfolios at SAP with the goal to improve enterprise efficiency.