Account Hierarchy

The Background

Account hierarchy in a CRM gives sales leaders a clear view of how parent companies, subsidiaries, and related entities are structured, so they can better understand organizational relationships. This visibility helps uncover cross-sell and upsell opportunities across the entire corporate family, rather than treating accounts in isolation. It also improves reporting and forecasting by rolling up activities, revenue, and pipeline data at both the parent and child account levels.

Customer Calls

Text here…

Competitive Research

Before starting on wireframes and low fidelity mocks, I looked at what other products were providing for hierarchy including CRMs like Salesforce and Microsoft Dynamics 365, as well as non-CRM products like Bob. More text here…

User Flows

After our customer calls, the PM created a feature document with priortized user needs and requirements. I used the document as a starting point for user flows and mocks.

Wireframes and Lo Fi Mocks

I started by creating user flows for the two different personas.

Designs shared with Customers

I started by creating user flows for the two different personas.

User Testing

During user testing sessions, I showed users the widget and asked them to interpret what they were seeing. I wanted to be vague and open-ended in order to not lead them to the correct interpretation of the design. There was some confusion around the sliders that showed the severity of the impact so I decided to simply the design and group positive and negative impacts separately, removing the scale.

Final Design & Prototype

I decided to simplify the prediction impacts by grouping them into positive and negative groupings, with a small addition of color. The widget is now easier to digest for the user at a quick glance.