March - August 2022
Indiabulls
Facing challenges with their CRM system, we conducted research and provided recommendations for improved efficiency and user satisfaction
This project involved designing and developing a premium D2C app & website for a prominent Indian conglomerate venturing into the hydroponics market. To prioritise a user-centric experience, we conducted in-depth research on global app trends and local grocery shopping behaviours. By analysing leading premium apps, we gleaned valuable insights that shaped the design of a desirable and high-end user experience. Our commitment to brand consistency extended beyond the app itself. We crafted a comprehensive style guide with a color palette that mirrored the client's products and packaging, ensuring a seamless brand experience across both the application and website.
Platform
Android & iOS
Timeline
March - August 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
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.
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
