Ethos Group Case Study
AI Dashboard to Improve Sales Performance
Designing data visualizations for a video review tool that analyzes a customer’s facial expressions. The dashboard reduced search time by 60% through key metrics and saved filters.
Overview
Creating a playback tool for sales recordings with at-a-glance sentiment score, key moments, and deal info.
Reimagined performance review with AI-generated metrics and emotion analysis
Increased visibility into sales performance across 5 dealerships
Role
UX Design Intern
Responsibilities
Product Design, UX Research
Collaborators
3 UX designers, Development team
Timeline
Jun 2023 - May 2024
Context
Managers need a way to track their sales team's performance on an individual basis.
Sales managers have little time to review sales footage and ensure each person is following the process and closing sales effectively. They need a quick way to identify wins and areas to improve.
Watching hours of sales videos is ineffective. If I could quickly understand how customers are reacting during a pitch, I could give my team more targeted feedback.
Sales Manager Survey Respondent
The strategy
Our team developed software to analyze salesroom footage and map buyers' facial emotions.
Our team created software that uses AI to analyze salesroom footage and interpret customers’ facial expressions. The system translates these into positive, negative, or neutral reactions. This way, managers get insight into how customers react to sales and can give more specific feedback.
Research
Surveys and interviews revealed key problems
Through surveys with four dealership sales managers and two salespeople about their experience reviewing sales videos, our team gathered over 120 insights. Using these findings, I led a focus session with five key stakeholders to refine project goals. We plotted these findings on a feasibility/effort matrix to identify high-impact opportunities.
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Bridging Design and Development
I worked closely with the development team to make sure features were technically feasible. There was no PM for this project, so I was point of contact for the dev team. I attended standups, answered questions, and presented project updates on behalf of the design team.
Virtual meeting with dev team
Solution
A dashboard to see recorded sales videos with at-a-glance stats.
The sales manager can efficiently locate, review, and analyze each video to meet their specific needs.
Filtering
Advanced filtering helps users quickly find the videos they’re looking for. Users can also save their filters for future use.
Reduced search time by 60%
Summary View
Users can preview recordings to quickly compare insights and find the videos they need. Summary view highlights products sold and sentiment score at a glance.
Insights View
The Insights panel displays an AI-generated summary of the sale, highlighting key topics and sales techniques used. It also shows how much each person spoke and an analysis of the customer’s emotions.
Salespeople are trained to use specific phrases, such as “we care,” during their interactions. These phrases are highlighted in the keywords panel, which shows how often each one was used.
Transcript View
Transcript view shows paragraph by paragraph how the customer reacts to the sales interaction. The user can filter by key moments, negative/positive sentiment, and key phrases.
Usability Testing
The redesigned dashboard reduced search time by 60% through key metrics and saved filters.
The team conducted usability tests with sales managers to evaluate task completion and gather feedback on the tool's performance.
Transcript from usability test with sales manager
4/5 said they would use the software daily
5/5 completed all tasks successfully
5/5 said the software would improve their workflow
Impact
We rolled out the software to five car dealerships, where managers reported spending much less time finding the information they need and more time coaching their salespeople. The new system made it easier to review performance, identify opportunities, and support their teams more effectively.
Risks and Critique
There are ethical concerns with using AI to judge sales performance. If the AI misinterprets a video, managers could give inaccurate feedback. To reduce this risk, the tool bookmarks key video moments so managers can double-check the AI’s analysis. The system should not replace human judgment since smiling or frowning don’t always reflect how someone truly feels, especially in high-pressure sales situations.
