Activity Report

Base CRM (zendesk sell)




Dec 2015 - May 2016


2 Product Designer (Me & Rachel Mitrano), 1 PM, 2 Engineer


Activity report helps Sales Manager identify and evaluate team performance over time

Sales managers will be able to identify activity trends and evaluate team members performance over time with easy access to the data and quickly uncover data changes and patterns for any given time period.

I was responsible for building information architecture, information presentation and visualization, interaction pattern, low fidelity to high fidelity wireframes and visual design refinement. I also led the usability testing session for validating product ideas.



No visibility into sales activities performed by team members together with leads qualities and deals closed for given period of time.

While Base offers all-in-one analytic products together with sales management products including pipeline report, goal report and more, the request for reporting on sales activities performance has been on the top of the list.

Sales activities typically includes, Call, Email, Appointment, Task, Note, Text Messages.

By the end of the day, any sales organization has the same question which is for a certain type of lead/deal of a certain amount of value what would the magic number of activities performed in order to qualify a lead or close a deal. And out of that number, what would be the most effective combination of different types of activities? 



The goal for the project was to first fulfill our customers’ requests and gave them the tool they asked to have the visibility into sales activities and outcomes so that sales managers can better guide their team members be more productive with their time spent qualifying leads and closing deals.

Quickly uncover data changes and patterns

  • Among all types of activities sales rep/team is doing on a daily basis, how time plays a role in the effective and efficiency of activity performed?

  • Who are the top and bottom performers?

  • What are the patterns of the top performers in terms of allocating their time and effort most effectively?

Easy access to the data

  • How much effort sales rep/team has put into their work within a given time period in order to establish a relationship with their customers?

  • How sales rep/team are distributing their effort?

  • What are the outcomes of their effort?





Measurement 1

Paid Daily Active User

measurement 2

New customer inquiry

Measurement 3


Shipped Product


Sales managers would be able to see the outcomes of a certain activity across the entire team including call outcomes and email outcomes. 

 Activity Outcomes


Scope down to a certain time period to narrow down the data sets to be presented. Scale data by team member or activity type to scale up&down to the data sets to be presented.

Scope and scale

Control - activity type.png
  • Rank by: The report has built to rank activities from the most to the least so that it's easier to compare how rep/team performance has changed between days/weeks/months.

  • Highlight: Highlight data sets that are in focus and are trending upwards&downwards when compared to a set threshold value.

Rank and highlight

  • Scroll: When the data sets has grown out of one screen, the activity report is taking advantages of the browser's system scroll bar and allowing user to scroll from left to the right hand side of the screen to reveal more data sets.

  • Switch view: To access the raw data, users can always go back to the raw data being presented in a table view.

Scroll and switch view



The activity report is optimized for showing the counts of different activity types over a given period of time in order to answer these two most fundamental questions: 

  • How much effort sales rep/team has put into their work within a given time period in order to establish a relationship with their customers?

  • How such effort of the same sales rep/team has changes over a period of time?

Through user interviews and testings, we've learnt that there isn't a uniform way of looking at the same set of data but we do learnt a few interaction pattern that would help them explore data further and provide actionable insights more quickly.

Data presentation and interaction by default


We found that for many non-transactional deals it will take days, even months to close and what would benefit sales managers most is the ability to perform a cohort analysis instead of an overtime analysis, meaning that there is usually a time gap between the first activity performed and the last date of a lead qualified or deal closed. That this gap may vary from deal to deal.

When it comes to the ultimate outcome, time is not the determining factor. And in the short term, we won’t connect activities with their ultimate outcomes.

The micro-outcomes of activities, on the other hand, does serve as an immediate indicator of the quality of activities themselves. Such as by the time a sales rep ends a call, he/she would be able to manually describe and categorize how successful and effective was the call made. 

Activities, micro-outcomes and ultimate outcomes