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How might we help Sales Reps and Relationship Managers to streamline Capital One's card business to Small and Medium Business customers?
The business ask was to create a hybrid mobile app on top of their existing desktop based CRM Sales application. And the business goal was to increase sales enquires, onboard new SMB customers ‘on-the-go’, create and manage opportunity pipeline, manage customer appointments, calculate assets and liability, group members by location/type/revenue and bring them into financial portfolio and card business. Increase the app usage in next 6 months to reduce the usage of desktop app and paper forms.
The challenge was every sales rep meets 50+ new customers every week, and they have to manually update their CRM database every day to follow up with potential customers, and upsell their products. In the existing process, their back-office team needs to coordinate with RM's on a day-to-day basis to schedule meetings with the business owners and connect RM's with sales agents. It was a cumbersome process, so businesses wanted a solution to automate the process by utilizing sales teams' mobile phones to create customer contacts, setup follow-ups, taking notes to help their support staff, and increase the sales volume to 2X times.
Country-wide sales team & RM’s.
SCOPE & DELIVERABLESCompetative Analysis, User Research, Workflows and UI Common for both iOS and Android, Visual Design mockups and prototype based on given brand Styleguide, User Testing.
User Interviews and AnalysisI conducted competative analysis and created reports to sythesize the other products pros and cons. Also worked on the App workflow User Interface, Interaction examples for the developers to understand the end-product vision.
As a lead UX designer and consultant, I was the one directly worked with business stakeholders to gather requirements and brainstorming sessions, also coordinated with my off-shore team of designer and developers to communicate the project inputs to build required prototype in PhoneGap.
I created the user journey map and task flow to ensure the business and validated with the RM's and sales rep's to ensure their pain points are addressed. Also, received their inputs/feedback to tweak the flow before creating the visual design mockups.
The MVP version app greatly appreciated and welcomed by the business, sales team, and RMs. The app got user adoption and increased sales by 15% in a couple of months from the initial launch.
The mobile app created a possitive wibe due to the innovative features and easy to use app in the organization’s digital transformation team so other product owners wanted to build implement similar features in their Sales/CRM apps.
