Heatmap Feature Design Case Study

The Challenge

The biggest challenge in designing the HEAT map was managing the volume and density of data displayed in a single block. Users needed to see detailed information, including linked activities, opportunity roll-ups, and multiple data tables, while avoiding a cluttered and overwhelming interface. Additionally, navigating these details and applying filters needed to be a quick and seamless process, as prior workflows involved multiple clicks and disrupted user efficiency.

The goal was to create a tool that not only made large volumes of data accessible but also provided users with detailed insights and actionable functionality—all within an intuitive and user-friendly interface. My role was to design the feature based on implemented Saledforce screens, addressing user needs while maintaining clarity in a dense, data-heavy environment.

Approach

Without direct access to users, I collaborated with the sales and customer success teams, who interacted with end users daily and used similar tools themselves. Through discussions, I identified key pain points and opportunities for improvement:

1. Simplify Filtering:

   • Filters previously required 4 to 5 clicks to apply, which disrupted workflows. The goal was to reduce this to a maximum of 2 clicks.

2. Enhance Data Visualization:

   • Users wanted more information within each block, including linked activities (e.g., tasks, meetings), won and lost opportunities, and opportunity roll-ups for hierarchical accounts.

3. Streamline Navigation:

   • Despite the density of the feature, navigation needed to feel intuitive and straightforward, with minimal cognitive load.

I then created mockups and prototypes based on these insights and conducted task-based user interviews with the sales and CS teams. These sessions helped validate the usability of the design by observing how intuitively users could perform key tasks without instructions.

Before

After

Key Features

1. Data-Rich Blocks:

   • Each block could display up to eight custom entries, balancing maximum data visibility without overwhelming the user.

   • Key details included:

     • Linked activities (e.g., tasks, meetings, follow-ups).

     • Won and lost opportunities.

     • Opportunity roll-ups for hierarchical accounts.

       

       
       
       

2. Bottom Sheet for Details:

   • Replacing the traditional side panel, a bottom sheet was introduced to display detailed information for each block.

   • The bottom sheet included multiple tables that were redesigned to be more user-friendly and visually accessible.

   • Users could view and switch between blocks directly from the top of the sheet without losing context.

     

     
     
     

3. Intuitive Filtering:

   • Filters were redesigned to reduce the steps required for application, allowing users to filter data with a maximum of two clicks.

     

     
     
     

4. Clean and Navigable Interface:

   • Despite being data-heavy, the interface was carefully structured to feel manageable and intuitive. Navigation was streamlined to ensure users could quickly access and act on the information they needed.
     
     
     

Results and Feedback

The Heatmap received overwhelmingly positive feedback from the sales and customer success teams. Here are some highlights:

• Efficiency Gains: The redesigned filtering process significantly reduced the time and effort required to access relevant data.

• Actionable Insights: The ability to view detailed data and linked activities directly within the HEAT map blocks empowered users to make faster, more informed decisions.

• Improved Usability: The bottom sheet and restructured tables made it easier for users to navigate dense information without feeling overwhelmed.

• Adoption and Engagement: Users appreciated the intuitive design and remarked on how the HEAT map improved their day-to-day workflows.

Conclusion

Designing the Heatmap was a balance of functionality, accessibility, and simplicity. By prioritizing user feedback and focusing on reducing friction in workflows, the feature evolved into a powerful tool for visualizing and managing opportunities. It showcased how thoughtful design could turn a complex, data-dense feature into something intuitive and impactful, helping users save time and make better decisions.