December 2023
Indiabulls
Facing challenges with their CRM system, we conducted research and provided recommendations for improved efficiency and user satisfaction
Frustrated by slow response times, data integration issues, and unreliable support, Sales, Credit, and Customer Service departments across organizations struggled with a subpar Microsoft D365 experience. Recognising this, Microsoft launched a 3-month UX research project to assess D365 user adoption and identify additional challenges.
As part of a cross-functional team, I played a key role in crafting interview questions, conducting user immersions (firsthand observations), and analysing user interactions with the Housing Finance and CRM portal functions. Through data analysis and collaboration with the technology team, we proposed solutions aimed at improving user experience and streamlining processes.
Platform
Website
Timeline
December 2023
Role
UI / UX designer & researcher
My role
As a UX researcher on a 3-month project with the Experience, Technology, and CRM Portal teams, I crafted interview questions, conducted user immersions, and studied the Housing Finance process and CRM portal interaction. My role included data sorting and compilation, leading to proposed solutions in collaboration with the technology team to enhance user experience and streamline processes.
Research group
Research methodology
The research methodology incorporated diverse techniques, encompassing ethnographic research for in-depth cultural insights, observational research for real-time behavioral understanding, and surveys/questionnaires for quantitative data collection. This comprehensive approach facilitated a nuanced exploration, yielding valuable insights into user experiences, preferences, and behaviours across various dimensions.
Lets deep dive into the issues faced by different teams
Key issues identified after immersions
01
The IT team's delayed responses often lead to escalations and an increase in Turnaround Time (TAT).
02
Unethical practices emerge as agents have unrestricted access to view and edit leads, undermining trust within the system.
03
The GST number field during BA onboarding frequently becomes unresponsive, causing disruptions in the process.
04
The absence of an edit option forces users to manually create new lead IDs for corrections, leading to confusion among employees at a later stage.
05
The sluggish CRM system extends the time required for an agent to input data for a lead, ranging from 40 to 60 minutes, significantly impacting overall productivity, especially when multiple agents share the same PC.
06
The necessity to create new IDs for the same customer in the top-up loan process results in data duplication. This creates confusion, especially with 5-6 top-up loan cases per month. To circumvent mobile number limitations, agents resort to using ghost numbers, introducing the risk of notifying the wrong person.
