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TELUS Health CPQ Case Study

Overview

Business Objectives

TELUS Health CPQ project has been initiated to help sales agent sell EMR products by implementing a new CPQ solution using Vlocity’s products and services. This implementation will be an enabling component of its Provider Solutions Growth Strategy. Some of the key components of this strategy are (1) Churn risk manage (2) Support Marketing and Sales Growth through Add-On Services Strategy. 

 

The associated CPQ enablers are critical for these business goal achievement mainly in the following areas: (1) Ability to replace Excel quote tools and paper contacts; (2) Ability to reduce duplicate data entry and sales cycle time; (3) Ability to enable rapid implementation of pricing strategies and retention offers; (4) Ability to support different billing requirements to compete; (5)Ability to apply time-limited promotional discounts and highlight upselling opportunities.

Project Goals

1. Drive Sales & Marketing Effectiveness & Efficiency; Increase employee engagement

  • Reducing end-to-end cycle time from lead to contract closure

  • Centralize the quoting and contracting process into one system, eliminating the need to manage across multiple disparate systems and tools.

  • Reduce process inefficiencies: Remove duplicate data entry; Improve signing bonus application process

2. Drive improved Customer Experience

  • Simpler, more professional proposal presentations with faster turn-around

  • Electronic Signature and Acceptance of Proposal

  • Remove friction in the process for the customer – make it easier to do business with TELUS

  • Supporting different billing requirements to compete

3.  Enable Provider Solutions Strategic Growth Agenda

  • Improve the customer experience, increase efficiency and drive revenue by empowering and guiding Account

  • Managers with the right tools and offers.

  • Drive improved customer data quality to support targeted campaigns and overall market intelligence.

  • Secure revenue with improved annual price increase and contract renewal workflows,

  • Enabling rapid implementation of pricing strategies and retention offers

My Role

We had a diverse project team with 10+ team members, including business, tech and design professionals from TELUS Health, partner and Vlocity.  I’m the only designer in this project. My major responsibilities are to (1) take the requirements and develop design alternatives (2) conduct end user reviews (3) ensure the final design is aligned with Vlocity best practices 4) deliver high fidelity prototypes. Other than that I also facilitated and participated in project demos.

Research

User research were conducted onsite with the key users. The research was done before I joined this project. However the research process and outcome was documented and provided solid fundamental for generating design ideas to address the pain points raised in the research session.

 

Method

 
1. Observation

We observed one account manager, inside sales and projects team members working through their daily tasks. The pain points around the current tool inefficiencies that were identified and were confirmed with the broader set of participants during focus group discussions.

 

2. Focus Group

A focus group consisting of business primes, including account managers, sales, project and architecture team members were led through discussions to provide us different points of views to better understand capabilities required and possible constraints within the new TELUS Health solution.

Key pain points to address

 

1. Account Managers 
  • Too much rekeying + attaching files within Salesforce (Excel quote, Email, etc.)

  • Too much overhead creating separate opportunities and quotes for each product  

  • Current business processes slows down the sales process  

  • Unable to provide pricing onsite with customers after a demo

  • Customers are requiring the option of per clinic and per-user billing
     

2. Inside Sales (same issues) plus
  • Time-consuming to find customer’s current products/services and price and contract terms 

 

3. Projects Team
  • Re-keying hardware items is time-consuming

  • Tracking communications - Attaching emails - large volume of emails

  • Adding many subscribers / licensed users who are already in system

  • Amendment process (more hardware is required) - no easy way to add hardware + quote (with approval process) 

Problems to Solve

A few outstanding problems addressed

1. Long and inefficient sales cycle, especially in more complex sales scenarios

2. Excel based quoting with mystic pre-built in formulas

3. Manual and inefficient process of applying signing bonus

4. Intuitive MACD functionalities

Process

User Flow

1. New Customer
2. Existing Customer

Main Design Focuses

According to the business requirements and user feedback, we had listed out following points to be our main design focus for this project:

Optimize the process of adding different types products to cart

From the focus group discussion and architecture review, we have known that the product relationship and hierarchy have been modeled in a few different ways. There are some dependency and compatibility rules between the products. In order to improve the experience as well as the working efficiency, we want to optimize the process of adding products with different characteristics and relationships to cart. Following are some examples:

  • EMR platform software user licenses have to be tied with specific platform instance. User license cannot be purchased for a clinic without a platform instance purchased/installed. For one platform instance there may be multiple different types (up to 10) of user licenses available. User only wants to see the user licenses that have been added to cart.

  • Platform software doesn’t have its individual pricing, but user license does.

  • Different clinics under one customer account can have different EMR platform instances.

  • Each platform product comes with a mandatory one-time implementation fees, the amount is depending on the number of user licenses purchased and other parameters.

  • Customer can buy hardware product in bundles or individually. Hardware product doesn’t have dependency on EMR platform instances or user licenses.

Multi-location quote for new & existing customer
  • According to user interviews, 80% of the quotes are for single site (one clinic), however there are still 20% of the quotes are for multi sites (more than one clinic). The quoting flow should fulfill both of these sales scenarios in order to improve sales efficiency. 
  • For some of the new customers, their service location information was not captured during the “New Customer Creation” process. These relevant service location information should be able to be captured during the quoting stage if it’s needed, for both single-site and multi-site quotes.

Quick Quote vs. Detailed Quote

User should be able to create a “quick-quote” type estimate that allows a user to provide a customer with an initial solution price based upon list price and without requiring the initial addition of detailed ordering information.

In the quick-quote scenario, usually what customer usually communicates with the agent focusing on :

  1. How many and what type of EMR platform that I would like to get (only one platform per clinic)

  2. How many user license in each type that I would like to purchase

  3. How many hardware products and EMR add-on products in each type that I would like to purchase 

  4. Based on what I need in this quote, what the overall pricing looks like after discounts/signing bonuses

From what has been mentioned above, we found that at this quick-quote stage, customer doesn’t really care about how these products distributed to the clinics (if there are multiple existing clinics), how the license assigned to users and relevant billing information. 

 

Once the customer has agreed on the estimate, sales agent should be able to reuse this estimate and put on more detailed information to create a completed quote for approval, or generating contract if it’s auto-approved.Customer might want to provide more details for the confirmed quote including how these products distributed to the clinics, and who are the users of the licenses and how it bills.

 

The design should meet the requirements of both of the very common scenarios without creating an inconsistency between the two in terms of user flows and experience.

VS

Quick Quote
Detailed Quote
Adding EMR add-on products during the CPQ cycle

One of the business strategies that TELUS Health proposed is to Support Marketing and Sales Growth through Add-On Services Strategy, which means helping sales agents find eligible and appropriate add-on products are important during the sales cycle. 

 

The EMR add-on products that TELUS Health currently has are vary in Vendors and types. It will be helpful to develop a clear navigation and category hierarchy to lead the agents to the best EMR add-on products to sell.

Apply signing bonus for eligible products in cart

Signing bonus is one of the most frequent approaches of giving discount to the customers in sales. It’s critical to show the signing bonus that customer and agent both agreed on to be reflected in the cart and on the quote 

 

The logic of applying signing bonus to different types of products could be very different in terms of discount method, terms and etc. The design should provide a clear flow and view for agents to apply these different types of signing bonus correctly and appropriately.

Intuitive and user-friendly flow to support MACD functionality

 

When it comes to the scenarios like customer wants to amend pending activation orders, change/disconnect existing assets and etc., agent should be able to complete these tasks effectively and efficiently.

Move
Activate
Change
Disconnect

Solutions & Key Screens

Following solutions were proposed and tested in order to achieve the design goals above.

Optimize the process of adding different types products to cart

Based on the different flavors of EMR platform/user license products and hardware products, we have made the flow of adding these two types of products a bit different, in order to optimize the process of adding each type of product as much as possible.

EMR platform and user license

Agent won’t be able to find user license product in the catalogue. All of the user license products are modeled as the child of the corresponding EMR platform product. Once agent selects an EMR platform from the category and adds it to the cart, a modal window will pop up, with all the available user licenses for this EMR platform listed. From there agent can select what user license and how many of each he/she wants to add to the cart. By changing the quantity of each license in the modal, agent can see the pricing change relatively.

Once all the user licenses that customer is asking for are selected with the correct quantity, agent can click on “Save”, the pop-up window will be closed and the EMR platform will be added to the cart, together with the selected user licenses.

If the agent needs to add another type of user license, change the quantity of added license or delete one type of license, he/she can do that by bringing back the modal window, and conducting the editing from there. All the changes will be updated and reflected in the cart when the modal window is saved and closed again.

This design provided agent an exclusive playground for them to add user license together with the EMR platform, and still kept the cart UI neat and clean with only necessary information displayed. 

Select EMR platform product from catalog
Select user license in the modal and add to cart along with the EMR platform

Hardware product and all of the other non EMR platform dependent products

These type of product will be added directly to the clinic once selected from the catalogue.

Select hardware product from catalog
Hardware product is added in cart
Multi-location quote for new & existing customer

In order to handle multi-site quote scenario without causing any confusion or adding more complexity to single-site quote scenario, a UI component was introduced in order to manage the service sites for the customer account. Agents can bring this window up at any point of time during quoting to (1) edit existing service location information for the customer account (2) add new service location(s) under current business account. All the changes to clinic(s) are on the business account level. The design provides agent the capability of editing/adding clinics for the customer account without circling back to the account record page, if he/she has already started the quoting flow. By default, all the existing clinics will be preloaded in the dropdown list in the location picker

Single-site scenario

If the customer only has one clinic recorded in the system, the quote will be defaulted to single-site quote. All the products that agents added in cart will be assigned to that clinic in the order by default. The products selected from the catalogue will be directed added to the cart without any extra steps in between. 

If the user wants to quote for a new clinic at this point, he/she is able to do so through “Manage Service Location Modal”, then this single-site quote turns into a multi-site quote.

By having a playground for agents to work with service sites relevant stuff, agents can focus more on adding/configuring products and pricing in the cart. By switching the value in the location picker, agents can choose either to see the full quote for all locations, or just a specific location.

Click on "Manage Service Location" button
Fill out location information
Click on "Create New Location" button
New location has been created

Multi-site scenario

 

By default, all the existing clinics will be preloaded in the dropdown list in the location picker, If the customer has more than one clinics recorded in the system, and agent will be landed on the “All Location” view.

All Location view

  • For all the products that agent adds to the cart from the catalogue, a modal window will pop up for agent to select the clinics that he/she wants to add this product to. This step reduces the duplicate processes if agent needs to add the same product to multiple clinics.

Pick location(s) where this product being added to
Product has been added to the selected location(s)

Single Location view

  • If agent selects a specific clinic in the dropdown list, the cart will switch to the Single Location view. And the scenario turns into the Single-site quote one.

This design should meet the requirements of having multiple sites for one quote and adding the same product to different locations more efficiently, without sacrificing the simplified flow for single-site quoting scenario.

Quick Quote vs. Detailed Quote

In order to improve the re-usability and consistency, we didn’t create separate screens for these two scenarios, however we’re only showing the most important information to the agent for each use case.

If agent is creating a quick quote, he/she selects the EMR platform from the category, by using the service location tabs agent can specify how many this type of EMR platform the customer needs. At this point agent doesn’t need to capture any service location information yet unless customer is asking to do so. And for each platform agent can select what type of user licenses is need and input the quantity of each. The real-time pricing change is reflected according the quantity change.

When customer is negotiating with the agent regarding price adjustment, agent can inline edit the price using the “inline price adjustment” module. Agent can switch between percentage change or dollar amount change and input the value quickly. The adjusted price will display underneath the original price in the cart.

By all these methods agent can create a quick quote and communicate with the customer more focusing on product, quantity and pricing.

If agent is creating a detailed quote, he/she can use the same modal window and input more information there. On the top part of the window, he/she can add more service location information by either selecting from existing, or adding new. When expanding each user license line, agent can input the user name and payer information. All these changes can be saved and reflected on the order line and asset level.

Quick Quote - Only capture product & qty
Detailed Quote - Quick quote plus detailed user & payer information
Adding EMR add-on products during the CPQ cycle

There are more than 30 different types of EMR add-on products from ~10 vendors. Agent has to have added at least one EMR platform prior to adding any EMR add-on product to cart, however there’s no strict eligibility/compatibility rule between platform and add-on products. Based on these product relationships, we have developed 3 design options:

Vendors as sub-categories
  • EMR Add-ons is set up as a category in the catalogue.

  • Under EMR Add-ons, Vendors are listed as sub-categories.

  • Once a Vendor is selected, the available products under this Vendor are shown in the product list.

  • User can click on “Add to cart” button on the product card if he/she wants to add a EMR add-on product to cart.

  • The product added to cart are shown as a stand-alone product (parent level) in the cart.

  • Missing categorization since there’s no grouping in cart

  • If user deletes the product that has been added to the cart, it will be removed completely from the cart.

Vendors as products

  • EMR Add-ons is set up as a category in the catalogue.

  • Under EMR Add-ons, Vendors are shown as products in the product list.

  • In order to add a specific EMR add-on product to cart, user needs to add the associated vendor to cart first, by clicking on “Add to cart” button on the product card in product list.

  • The Vendor added to cart are shown as a stand-alone product (parent level) in the cart.

  • All the available products under this Vendor are displayed underneath as child products in the cart. The default state of these child products is “not added” (Vlocity OOTB).

  • User can click on “Add to cart” button on the product line if he/she wants to add an EMR Add-ons product to cart.

  • If user deletes the product that has been added to the cart, it will be still staying in the cart. The “Add to cart” button will be brought back to the UI.

Vendors as child products in cart

  • EMR Add-ons is NOT set up as a category in the catalogue.

  • EMR Add-ons is set up as a child product under EMR Platform (parent product).

  • If user expands the EMR Add-ons group, he/she can see the Vendors as grandchild products listed in the cart. The default state of these Vendors is “not added”.

  • User can click on “Add to cart” button on the grandchild product line if he/she wants to add a Vendor to cart.

  • After a vendor is added to cart, user can choose to add the EMR Add-on products (on the great grandchild level) to cart

  • If user deletes the product/vendor that has been added to the cart, it will be still staying in the cart. The “Add to cart” button will be brought back to the UI

After evaluating these 3 design options from business, technical and user experience’s perspective, we chose option 1 as the final design.

Apply signing bonus for eligible products in cart

There are 2 types of signing bonuses that can be applied in the cart: signing bonus for recurring fees and signing bonus for one-time fee. Both of these 2 types of signing bonus required to be applied to the only eligible products in cart. We created 2 products in the category “Signing bonus for recurring fee” and “Signing bonus for one-time fee”. When agent has added all the products in the quote, he/she can choose adding these 2 signing bonus product to the cart. When configure the signing bonus product, all the eligible products are brought into the modal window. Agent can select the product that he/she wants to apply the signing bonus to, and specify the amount by either percentage or dollar amount form. The applied amount of signing bonus remained the same across all locations in this quote. The only difference of configurations between recurring fee and one-time fee signing bonus is for the recurring fee one, agent needs to also capture how long this sign bonus should last.

 

The auto-calculated signing bonus will display in the modal window in real-time, and also be reflected in the cart when the modal window is closed.

Select "Signing Bonus" products from catalog
Select the product eligible for signing bonus and configure attributes for signing bonus
Intuitive and user-friendly flow to support MACD functionality

Most of the assets can be changed/disconnected through the standard process, however changing/disconnecting a user license asset is not intuitive enough if we’re staying with the standard process because (1) too many quote lines brought the cart if there are many user licenses ordered which might lower readability in cart; (2) assets with different status allow different levels of change, e.g. pending activation user license allow username and payor information change, whereas existing user license doesn’t any of these changes.

 

The design proposed to make this change/disconnect flow more user-friendly is to reuse the modal window, with some add-on features, including asset status and action column and disconnect action; as well as depending on different status of the assets, the username and payor information is editable/non-editable. Agent doesn’t need to memorize anything, All he/she agent needs to do is to bring the assets that need to be disconnected/changed to the cart, and the status and best next actions are already indicated on the screen.

  • Bring up the license modal

  • Disconnect an existing user license

  • Add a new user license

  • For "pending activation" user license: change user name + billing information

  • For existing activated user license: changing user name + billing information is not allowed.

User Review

Due to time and resource limit, we didn’t have “formal” usability testing sessions set up for this project. However, we engaged key end users and stakeholders from TELUS Health every week to review the new designs and design iterations/updates and collected feedback. In the user review sessions, I usually prepared interactive prototypes and clicked through the screens to show the end-to-end flow and interactions to provide users contexts and details as much as possible. Some very interesting questions and ideas were brought up during these discussions and they helped me a lot to take another look about my design. 

 

This project is currently in UAT sessions with real end users involved in and its soft launch date will be in early September. So far we’ve had some very positive feedback and I’m looking  forward to hearing more feedback and having chances to do more design interactions in the upcoming development phases.