July - November 2022
Indiabulls
Facing challenges with their CRM system, we conducted research and provided recommendations for improved efficiency and user satisfaction
We designed a user-friendly B2B app to simplify ordering for independent retailers and HORECA businesses. Through in-depth user research (12+ interviews) and global app analysis, we identified key challenges and opportunities. This research informed the Business Requirements Document (BRD) and user interface (UI) elements tailored for this unique audience. Inspired by the client's logo, a detailed style guide ensures a seamless brand experience across both the app and website.
Platform
Android & iOS
Timeline
July - November 2022
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.
