At the Data Show, JEMS and the Groupe Atlantic unveiled their collaboration to make data a strategic lever for commercial performance, integrating UX principles and data storytelling. A look back in video and article at an innovative project that combines data and design to create an efficient and intuitive user experience.
In a context where data is becoming ubiquitous and applications are proliferating, it is essential for businesses to structure and simplify access to information in order to extract real value. To meet these challenges, JEMS supported Groupe Atlantic in transforming its data assets into a high-performing commercial tool, ensuring that the specific needs of the sales force were met. At JEMS, we know that a data-driven strategy relies on a clear vision: data must be accessible, useful, and understandable to the end-user.
The objective of this collaboration was simple yet demanding: to provide sales representatives with actionable, clear, and contextualised insights to improve client meeting effectiveness and strengthen commercial relationships. However, the complexity of information systems and the multiplicity of siloed applications made the task arduous. To address this, JEMS and Groupe Atlantic worked in synergy to refocus data on the user experience, with an approach resolutely geared towards the field.
One of the project's cornerstones was the integration of UX at the heart of the data strategy, by applying the principles of data storytelling. The first question asked in any data visualisation project is: “For whom and for what?” This approach aligns the entire project with the real needs of users, answering the specific questions they have before, during, and after an appointment. The UX methodology applied here doesn't just deliver graphical visualisations: it structures the information for intuitive and rapid understanding, retaining only the essentials.
To achieve this, the team adopted the model of “job to be done”, which involves focusing on users' concrete objectives. For example, a salesperson needs to prepare for a visit to an installer: they require a summarised view, information on recently installed products, potential feedback, and customer satisfaction elements. By centralising this data in a simple and visual format, each point of contact with the information offers immediate and relevant usability. This user-centric design enabled the rapid delivery of a first prototype installer sheet, which groups together essential information.
To ensure the quality and effectiveness of the project, the UX, data, and commercial teams worked together in an agile manner. This collaborative approach allows for the technical validation of each stage while ensuring that the insights generated meet operational expectations. Each new prototype is tested and adjusted based on feedback, guaranteeing that the project moves in the right direction and remains focused on creating value for the end-user.
This collaborative approach is based on a systematic check of technical feasibility. At each iteration, UX designers check with data analysts and data engineers that the data is available and exploitable, and that the insights generated can be correctly interpreted by field sales representatives. This close collaboration helps to avoid technical pitfalls by ensuring from the outset that the information is reliable and usable, while also offering significant time savings in the development cycle.
The team worked to a tight schedule, with weekly iterations and regular user feedback. The first installer sheet prototype allowed sales representatives to access critical information at a glance: customer history, installation feedback, and after-sales service information, all in one place.
The dashboards are Power BI embedded within the commercial tool, namely the SalesForce CRM. This summary view has been enthusiastically received by users, who see a real time saving and an improvement in the relevance of the information available before each client meeting.
In parallel, the Client weather creation allows sales representatives to have a comprehensive view of the state of their relationship with each client. This innovation translates into a simple graphical representation, which indicates at a glance any weak signals or customer satisfaction indicators, thereby facilitating decision-making before a meeting. Rather than overwhelming sales representatives with raw figures, this synthetic visual allows them to prepare their visits more intuitively and quickly.
Involving users from the outset of the project not only allowed for the delivery of actionable insights but also strengthened the data literacy within the organisation. By involving end-users in the design of visualisations, Groupe Atlantic is progressively building a strong data culture. Sales representatives gain a better understanding of the data sources and indicators used, enabling them to make full use of the insights provided and refine their decision-making.
Data literacy is becoming a central issue for businesses, and this project demonstrates how data visualisation and data storytelling can play a key role in transforming data culture. By integrating this approach from the design phase, Groupe Atlantic is paving the way for wider adoption of data and more strategic use of information.
With this reinforced data culture, Groupe Atlantic is already considering exploring innovation prospects, particularly through the integration of generative artificial intelligence (Copilot for Microsoft Fabric is generally available in Power BIAI could enable the personalisation of uses and the anticipation of users' specific needs based on their habits and interactions with data. By adding this layer of automation and personalisation, Groupe Atlantic could go even further in leveraging its data, offering users a tailor-made experience that meets their expectations in real time.
By combining the power of AI with an already established data culture, Groupe Atlantic and JEMS are placing UX and data storytelling at the heart of a modern commercial strategy. This exemplary partnership paves the way for increasingly effective solutions tailored to business needs, while helping to transform data into a strategic tool, rather than simply a resource.
Co-creating with a data-centric vision allows for the faster design of products and services with high usability value.
The adoption of solutions by users, through the quality of the experience offered, is at the heart of our design offering.
