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McCain Foods

B2B Sales Enablement

Simplified Sales Tools for the Best French Fry.

INDUSTRY

Foods / B2B

RESEARCH

Stakeholder Interviews, User Interviews, Prototype Testing

AGENCY

McCain_Hero.jpg

CLIENT

McCain Foods is a Canadian-founded global leader of French Fry production and distribution. 1 in every 4 french fries in the world are from McCain.

DELIVERABLES

Client Pitch, UX Strategy, High-Fidelity Mockups, Interactive Prototype, User Research Plan, User Test Report, Content Strategy, Development Support

PROJECT

Research the needs of the US sales team and transform their digital tool library to optimize workflows and reduce inefficiencies.

ROLE

UX Strategist, Researcher & Designer

"

... brought creativity and utility to the design of this portal...

"

- SUMMER DUFNER

Senior Manager, Field & Distributor Marketing, McCain Foods

User

Research

METHOD

User Interviews

DATES

Feb 13th - Feb 28th 2020

STUDY DESIGN

Remote Moderated Phone Calls

LENGTH

1 Hour

PARTICIPANTS

14

INTERVIEW TOPICS

• View of Your Role

• View of McCain

• Specific Job Frustrations

Company

Tools

• Technology

• Sales Issues

• Trends & Insights

• Sales Portal

• Menu Maximizer

• Salesforce

• Competitor Threats

• Distributor Relationship

• Operator Relationship

• Marketing Relationship

• National Sales Meetings

External

NATIONAL ACCOUNTS (e.g. McDonalds, Dairy Queen)

14%
2

Participants

FIELD SALES (Mom & Pop Restaurants)

50%
7

Participants

OTHER (SMG, K12, Non-Comm)

35%
5

Participants

Via in-depth interviews across McCain’s various sales sectors I was able to understand current tool usage, identify pain points, and gather the Sales team’s wishlist.

UX & Technical

Strategy

After conducting an audit of multiple URL’s, it became apparent that at least half of the content the Sales team finds relevant, already lives on the public website.

I recommended sunsetting the official “Sales Portal”, (built with outdated technology), and migrating relevant sales tools to the public URL.

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Migration Benefits

Merging the platforms and gating sales specific content via authentication of an employee email address provided multiple benefits:

1. Single URL = Simplified user experience

2. Single Database = Eases management for dev and content teams

3. Utilize Existing Design System = Reduce design and dev efforts

Sales

Dashboard

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Tool

Library

The Profit

Calculator

Several sales members mentioned the “Profit Calculator,” a tool that hadn’t surfaced during my audit. 

When I asked for access I was received a basic Excel spreadsheet and immediately saw opportunity.

AFTER

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BEFORE

Flipping the

Competition

McCain’s initial RFP asked for a redesign of the “Menu Maximizer tool.” We pitched them a complete overhaul of their tool library and won the client.

Through user research I discovered the actual value of the tool (to find the closest matching product to a competitors) was buried underneath 5-9 clicks. 

McCain_CompetitiveFlip.jpg

After analysis of the existing tool, and multiple design iterations, I presented a transformed tool and was ready to test with the team. The results were clear.

Engagement

Results

The project’s success is highlighted on the agency website, and they've won awards for our work with McCain.

A reimagination of the competitor data for an interactive tool with animated card flips that was a BIG win with test participants.

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