IPAD SALES APP

THE ASK

State Street Global Advisors called on SapientRazorfish to build an iPad app for their sales team to replace their pitch books and on-the-floor resources. The SSGA sales team envisioned the app as a straightforward tool to aid their conversations and leverage relevant content (mostly investment research and commentary). So, the goal was to streamline the sales team’s process of finding, packaging, and surfacing content in the most intuitive and efficient way.

THE OUTPUT

The iPad App is an internal digital experience that can replace or augment the sales team’s printed pitch book. I was responsible for organizing and tagging the content most effectively as well as creating a content model for the developers. The content ranged from mutual funds to market insights to SSGA positioning pieces. After conducting stakeholder interviews and auditing the content, I created a concept definitions document for the design team, a taxonomy, and an associated tagging strategy. I then created a page-level content model for the development team to assist their buildout of the app. The content model served as a source of truth for every component of the newly designed pages; it captured each component’s elements and associated qualities for content authoring (ie. Field type, source, configure options, keywords, character counts, etc.). I provided support to the creative team through the design phase as well as to the development team during implementation.

MY DELIVERABLES

Concept Definitions Matrix
Taxonomy & Tagging Strategy
Content Model

THE APP

Sales App Content Model

Page-level content model to assist the development team in building the iPad app. The content model captured each element of the app, its technical qualities, and its guidelines for content authoring.

Sales App Dashboard

Homepage of the IBG sales app created by our Visual Design team. During the design phase, I provided concept definitions for all documents in the app; curated keywords for search and filter; made recommendations for visual representations; and assessed the priority of content for the app. The app's dashboard ensures efficiency and accessibility for high-priority content.

Sales App Search Results

Comp for the search results page of the app. Search and filter functionalities were defined by the list of keywords I curated.

PDF: Focus Fund Flipbook

PDF of a "Focus Fund Flipbook," a common sales document used before the iPad app was created. The searchable app replaced the lengthy PDFs, allowing the sales team to access and present the content more easily.