ABOUT THIS PROJECT

1. 🌟 Project: Design a customer relationship management tool used by employees and call centre agents (10,000 users). Combine eight apps into ONE resulting in a “Unified Web Experience”.

2. 👩🏻‍🔧 My role: Lead UX Designer, along with 1 other intermediate designer on the team.

3. 👥 Stakeholders: Product Owner, Business Stakeholders, Developers, Investors, User Research coordinator, Executives.

4. 🧠 Methodology: Agile (specifically Scrum), 2 week sprints

5. 👩🏻‍💻 Technology: Microsoft Dynamics 360 CRM - Customer Relationship Manager. This meant working with an existing framework and technical limitations.

6. ✂️ Tools: Sketch, Invision, Abstract, usertesting.com.

OBJECTIVE & CONTEXT

Key Performance Indicators (KPIs):

1. Training: Reduce training time to learn the application

2. Security: Enhance security of the authentication process

3. Authentication: Shorten the time of authentication

4. Calls: Shorter calls, shorter wait times

5. Customer Experience: More satisfied customers

GOALS - IN DEPTH

Call centres are the bread and butter of banking, it’s what differentiates large 5 banks from the disruptive online banking companies. We provide services over a call and address financial concerns in minutes over a personalized conversation.

GOAL #1 ADDRESS CONCERNS IMMEDIATELY: In 2019, banking problems are complex and nobody has time. When a customers cannot solve the problem themselves on an online platform, they call in. And…they expect answers immediately, within seconds just like an application gives them. Humans are compared to technology and if a customer feels its too long of a wait time, he would hang up and figure it out himself.

GOAL #2 REDUCE TIME SPENT ON A CALL: Each minute spent on a call means more money spent. Call centre agents are mandated to ask 3 securities questions. To solve this, we have a shortened yet more effective authentication process.

GOAL#3 ENHANCE CUSTOMER EXPERIENCE: By providing an end to end experience is what the customer is looking for. This means following the customer experience ever after the call. For example: If the call cannot be solved over the call and the agent books a meeting for them with a banking advisor in person, customer should get an email confirmation.

RESEARCH AND DISCOVERY

STAKEHOLDERS: Product Owner, Business Stakeholders, Developers, Investors, User Research coordinator, Executives.

METHODOLOGY: Agile (specifically Scrum), 2 week sprints.

TECHNOLOGY: Microsoft Dynamics 360 CRM - Customer Relationship Manager.

PROCESS

SPRINT PLANNING

INCLUDING DESIGN IN SCRUM

1. Including design in the product lifecycle - UX stories that are tracked on Jira.

2. Including user feedback into design sessions.

3. Iterative, incremental and evolutionary changes.

PERSONAS & USER TESTING

After conducting one-on-one interviews, observation studies and focus groups there were 2 personas that emerged. Persona 1: Harry, the Customer Service professional. Persona 2: Grace, the Sales and Investments professional.

LOW- FIDELITY WIREFRAMES

HIGH FIDELITY MOCKUPS

CONCEPT 1: Display a 30 Second Snapshot — While the call centre agent is on call, he gets a snapshot of the customer in 30 seconds. In these seconds, he knows who he is talking to - name, age, balance, product (chequing & savings account). The objective here was to make client information scannable and the most important things findable.

DATA ANALYTICS

By data metrics, analytics and user-centred principles I gathered key insights to make informative & unbiased decisions.

USER FLOW

SITEMAP

COMPLEX FLOW - VALIDATION PROCESS

This is the complex user flow for when a user calls and gets validated. This authentication process is a mandatory one done over the call, when user is asked 3 security questions.

REAL APPLICATION

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