McCain Foods
B2B Sales Enablement
Simplified Sales Tools for the Best French Fry.
INDUSTRY
Foods / B2B
RESEARCH
Stakeholder Interviews, User Interviews, Prototype Testing
AGENCY
Gyro / Dentsu International
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I recommended sunsetting the official “Sales Portal”, (built with outdated technology), and migrating relevant sales tools to the public URL.
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
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
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.
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 have won awards for the work with McCain.
