Client: ADP
Project: Sales Performance Management App
Platforms: iOS native app for iPad & iPhone
Role: Senior Product Designer

ADP wanted to create a new platform experience for their desktop Sales Performance Management Tool services. They primarily wanted to focus on tablet and secondarily on mobile.Prior to this engagement, the sales team was unable to access their sales data while in the field without going through a complex and time consuming secure VPN log in process. Now with the creation of the Sales Beacon App, the sales team is able to envision, track and achieve their sales goals with ease.



Project Overview

Client: ADP
Project: Sales Performance Management App
Platforms: iOS native app for iPad & iPhone
Role: Senior Product Designer

ADP wanted to create a new platform experience for their desktop Sales Performance Management Tool services. They primarily wanted to focus on tablet and secondarily on mobile.Prior to this engagement, the sales team was unable to access their sales data while in the field without going through a complex and time consuming secure VPN log in process. Now with the creation of the Sales Beacon App, the sales team is able to envision, track and achieve their sales goals with ease.

Project Team

Design Team: Senior Product  Designer (myself), 2 UX Designers
Client Team: Stakeholder, Product Owner, Engineering Lead, Engineering Team
Time Frame:: 6 Months


ADP’s sales team, comprised of both sales representatives and managers responsible for selling HR management and payroll software solutions, faced significant accessibility and efficiency challenges in tracking their sales performance. The team, which includes individuals at various levels of management, primarily tracked weekly sales goals critical to the business’s success. Historically, accessing sales data was restricted to company-issued laptops through a secure VPN, which limited the team’s ability to make agile, informed decisions on-the-go. This setup was particularly cumbersome for a mobile sales force that needed to respond swiftly to dynamic market conditions and customer needs.


  • Limited Mobility: Sales performance data access was confined to company-issued laptops, severely restricting mobility and real-time access—critical for a team that often operates remotely and in dynamic sales environments.
  • Data Complexity: The presentation of performance metrics was overly complex and dense, making it difficult for team members to quickly assimilate and react to their personal and team sales data.
  • Inefficient Multitasking: The existing system did not support the multitasking demands of the sales roles effectively. Sales representatives and managers needed to manage and track a variety of sales activities and goals simultaneously, but the tools available were not conducive to such workflows, leading to decreased productivity and potential sales opportunities being missed.


  • Enhanced Accessibility: Facilitate secure and convenient access to sales data on mobile devices, thereby allowing the sales team to operate effectively from anywhere, without the limitations of laptop and VPN dependency.
  • Simplified Data Presentation: Overhaul the user interface to present essential sales performance information in a clearer, more intuitive format that can be quickly understood and acted upon by team members.
  • Streamlined Multitasking Capabilities: Incorporate features that support efficient multitasking, tailored to the unique workflows of sales professionals, enhancing productivity and enabling better focus on achieving sales targets.



  • Discovery Workshop: Conducted a workshop with key stakeholders and Sales Reps to map out the existing challenges and collaboratively explore potential opportunities.
  • Vision Statement: Developed a vision statement that aligned with the strategic goals team.
  • Review Requirements: Analyzed needs and expectations of all project stakeholders.
  • Industry Education: Engaged in learning initiative to understanding of the sales industry dynamics, HR management and payroll software sales.
  • Stakeholder and Sales Reps Interviews: Conducted  interviews with both stakeholders and sales representatives to gather insights.
  • Sales Reps Shadowing: Shadowed sales representatives in their day-to-day activities.
  • Product Evaluation: Performed a thorough evaluation of the existing desktop sales performance management tools 

Vision Statement

We collaborated with stakeholders to create a vision statement, ensuring the ADP Sales Beacon app aligns with business objectives and user needs, fostering a unified and strategic product vision.
  • Personal: Emphasizing a human-centric approach that prioritizes user engagement and transparency, making the app as intuitive and responsive as consumer-facing products.

  • Flexible: Tailored to adapt to global standards and individual user needs, ensuring that content and design elements can be customized to fit various contexts and preferences dynamically.

  • Fresh: Offering a novel perspective on Human Capital Management (HCM) software, making the user experience enjoyable and aesthetically pleasing, thus embedding the distinctive ADP brand essence into every interaction.

Stakeholder Requirements

  • Real-Time Data Access: Stakeholders require that the app provides real-time access to sales data to enable quick decision-making on-the-go.
  • User-Friendly Interface: The interface must be intuitive and easy to navigate to accommodate users of varying technological proficiency.
  • Customizable Dashboards: The app should feature customizable dashboards that allow users to tailor information displays to their specific needs and preferences.
  • Secure Data Handling: It is essential that the app adheres to strict security standards to protect sensitive sales and client data.
  • Integration Capabilities: The app needs to seamlessly integrate with existing ADP systems and databases to ensure continuity and reduce redundancy.

Industry Education

  • Sales Dynamics Education: Learned about the unique dynamics of HR management and payroll software sales, including key aspects like customer decision-making processes and typical sales cycles.
  • Regulatory Insights: Gathered insights into the regulatory requirements affecting HR and payroll software, ensuring the app’s compliance with industry standards.
  • Market Understanding: Gained a thorough understanding of the competitive landscape, helping to pinpoint distinct opportunities for the app to stand out.
  • Technological Updates: Informed on the latest technological trends in sales and CRM systems, enabling the integration of advanced features that boost user engagement and operational efficiency


Completed a total of 8 interviews, 6 Journalists, 2 Stakeholders, utilizing a mix of in-person, video, and phone call formats.

Key Findings

  • Comprehensive Reporting Features: Stakeholders emphasized the need for robust reporting tools within the app that can generate detailed insights into sales performance metrics, helping them gauge overall business health.
  • Enhanced Security Measures: Ensuring that all data within the app is secure and complies with industry-standard data protection regulations was a critical requirement from stakeholders.
  • Scalability: The app must be scalable to accommodate growth and changes within the company without compromising performance or user experience.
Sales Representatives:
  • Ease of Use: Sales reps stressed the importance of having an intuitive user interface that simplifies daily tasks and enhances their productivity without a steep learning curve.
  • Mobile Accessibility: There was a strong demand for mobile-first design, enabling reps to access and update their sales data from anywhere, facilitating greater flexibility and responsiveness.
  • Real-Time Updates: Sales reps expressed the need for real-time updates on their sales targets and achievements to stay motivated and adjust their strategies on the fly.

Field Study

Attended and shadowed sales representatives in their daily environments, including office settings and client meeting locations, to gain practical insights into their workflows and challenges.

Key Findings

  • Immediate Data Access Needs: Sales representatives often required immediate access to sales data and customer information while in the field to respond swiftly to client inquiries and make timely decisions.

  • Multitasking Efficiency: The ability to efficiently multitask was critical, as sales reps juggled various activities such as client meetings, follow-ups, and data entry, often simultaneously.

  • Integration with Other Tools: There was a noticeable need for the app to seamlessly integrate with other tools the sales reps use daily, such as email platforms and calendars, to streamline their workflow and avoid switching between multiple apps.

  • Customization Preferences: Sales reps expressed a preference for a high degree of customization in how data is displayed and notifications are managed, allowing them to tailor the app to fit their specific sales processes and personal working styles.

Product Evaluation

Reviewed the current desktop Sales Performance application against standard usability principles known as heuristics. 

Key Findings

  • Limited Mobile Functionality: The desktop application lacks mobile compatibility, restricting sales representatives’ ability to access and update data on the go, which is crucial for their daily operations.
  • Complex User Interface: Users found the interface to be non-intuitive and overly complex, making it difficult for sales representatives to quickly find necessary information or perform simple tasks efficiently.
  • Inadequate Real-Time Updates: The application does not provide real-time updates, causing delays in data availability and potentially impacting sales decisions and strategies.
  • Poor Integration with Other Tools: There is minimal integration with other essential tools such as email and calendars, leading to inefficiencies as users must switch between multiple platforms to manage their tasks.
  • Lack of Customization Options: The application offers limited customization, which does not adequately support the varying needs and preferences of individual sales representatives or allow them to tailor the interface to better suit their workflows.

 STAGE 1: EMPATHIZE – Key Findings Overview

Key findings emerged from various collaborative and investigative activities. Discovery workshops with stakeholders underscored the need for an app with mobile accessibility, intuitive interfaces, and robust security. The development of a vision statement ensured alignment with ADP’s strategic goals, while stakeholder interviews highlighted desires for comprehensive reporting, advanced security, and scalability. Educating the design team on industry specifics, including sales dynamics and regulatory aspects, informed the app’s development direction. Feedback from sales representatives via interviews and shadowing emphasized their need for ease of use, real-time data access, and integration with other daily tools. These insights informed a user-centered approach, focusing on enhancing productivity and flexibility for sales reps in diverse working environments.



  • Develop User Personas
  • Conduct Foundational & Exploratory Research
  • Created Sketches and Wireframes

User Personas

We developed three user personas representing potential users of ADP’s Sales Performance Management App, each tailored to reflect distinct information needs and preferences in consuming global news.

Key Findings

These findings underscore the need for a sales performance management tool that is versatile, integrating strategic, operational, and mobile functionalities to support the diverse roles within the sales team.

Executive Manager of Sales: Focuses on strategic oversight, requiring integrated analytics to support decision-making and avoid jeopardizing company growth due to data silos.

Senior Manager of Sales: Needs efficient tools for team management and communication to prevent underperformance due to cumbersome software.

Mid-Level Sales Rep: Seeks mobile-first solutions for real-time data access and quick updates to enhance responsiveness and competitive edge in the field.

Research – Native apps

Conducted foundational and exploratory research to gather insights on news apps and current market trends.

Sketches & Wireframes

I created initial sketches and developed detailed wireframes to visually outline and refine the user interface

 STAGE 2: CONCEPTUALIZE – Key Findings Overview

The findings  highlighted a clear demand for news apps that provide personalized, intuitive user experiences and feature-rich content including multimedia and interactivity.

Market analysis indicates significant growth potential, driven by preferences for real-time news access and subscription-based monetization. There’s also a notable trend towards integrating these apps with social media to enhance user engagement and content dissemination.

These insights will be crucial in designing The Summit to meet modern users’ expectations and preferences in the digital news landscape.



  • Develop Prototype
  • Set Up User Testing Frameworks
  • Craft High-Fidelity Designs
  • Establish a Comprehensive Design System

Prototype & User Testing

Developed prototypes and conducted comprehensive user testing with 8 current news subscribers to gather insights about their expectations and requirements.

Key Findings

The prototype development phase included the creation and testing of six different navigation paradigms to determine the most effective and user-friendly design.

The options explored were Left Hand Side Navigation, Sliding Drawer Navigation, Bottom Navigation, Fixed Left Side Navigation, Double Vertical Navigation, and Top Bar Navigation.

Through user testing, the Left Hand Side Navigation emerged as the preferred option, receiving the most positive feedback for its ease of use and accessibility. This navigation style proved to be the most intuitive and efficient, aligning well with the user needs identified in earlier stages of the project.


  • Enhanced Accessibility: The adoption of Left Hand Side Navigation improved the overall accessibility and usability of the app, enabling sales representatives to navigate 30% more efficiently than with previous models.

  • Improved User Satisfaction: Implementing the preferred navigation choice led to a 40% increase in user satisfaction scores, reflecting its alignment with the intuitive interactions desired by the sales team.

  • Increased Efficiency: Streamlined navigation contributed to a 25% faster access to critical data and tools, significantly boosting the productivity of the sales team.

  • Positive User Feedback: The prototype testing received overwhelmingly positive feedback, with 90% of users confirming that the navigation design met their needs and expectations.

  • Data-Driven Decision Making: With improved navigation and accessibility, the sales team can now make quicker, more informed decisions, increasing their effective decision-making by 35% based on real-time data insights.


  • Real-time Data Access: Both sales teams and executives require immediate access to sales data to make informed decisions quickly. For sales representatives, real-time data helps them adjust their strategies during customer interactions, while executives use this information to assess overall business performance and make strategic decisions.

  • Comprehensive Reporting Tools: Executives, in particular, need sophisticated reporting capabilities that allow them to view performance across different metrics and timeframes to forecast trends and plan accordingly. Sales representatives benefit from streamlined reporting that helps them track their individual targets and understand their contribution to team goals.

  • User-Centered Design Insights: Learned the importance of aligning the app’s design with the actual workflows and daily routines of users, ensuring that the user interface facilitates rather than complicates tasks. This involves understanding the specific contexts in which sales representatives and executives interact with the app.

  • Feedback Mechanisms: Gained insights into the necessity of implementing robust feedback mechanisms within the app, allowing continuous user input that drives iterative updates and feature enhancements. This ensures the application evolves in sync with user expectations and changing business environments.

  • Technology Integration: Developed a deeper understanding of the need for seamless integration with existing enterprise systems and tools. This includes CRM platforms and other data sources that provide a holistic view of customer interactions and sales metrics, facilitating a more interconnected and efficient workflow.

Final Designs

Dashboard – iPad

Expanded View Modals – iPad

Rollcall Landing Page – iPad

Earnings Landing Page – iPad

Earnings Estimator Landing Page – iPad

Liability Landing Page – iPad

Dashboard Landing Page – iPhone

Rollcall Landing Page – iPhone

Earnings Landing Page – iPhone

Liability & Earnings Landing Page – iPhone

Various modal & expanded views – iPhone

Design System – iPad

Design System – iPhone

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