Oracle Case Management

July 2019 - June 2020

Role

Lead Product Designer responsible for research, product strategy, prototyping, IxD, VxD, and IA.

Team

Designers (2), Product Managers (2), Developers (20+), Content Strategist (1)

Objective

Redesign a modern customer experience solution tailored for the financial industry to increase their productivity.

Challenges

Push back from Product Management to uptake a new design system that was still a work in progress.

The problem

Financial onboarding processes involve checks across many document types, which leads to long and laborious tasks. This impacts the agent’s KPIs because they’re measured by the time spent on each case.

Solution

We designed a task-based product that creates an action plan configurable for each type of case, e.g. KYC, decease estate, home loans, among others.

The system automatically recommends to the agent what’s the next best action. These can be part of an action plan or AI-driven based on customer interaction, e.g. complete the next task or return a missed phone call from the customer.

View motion prototype

Outcome

The first release was tested with 3 existing customers and had positive results. The time to complete an onboarding process for a decease estate case was reduced by 42%, the manager’s approval response time was reduced by 18%, and new users were seamlessly using the platform within 5 to 6 minutes on average.

Background

The existing design was using an old design system and had complex user flows. It was an opportunity to improve the architecture by prioritizing the content shown to the user and its hierarchy.

Overview

Case landing page for agents to view their overall progress.
  • • 1 and 2 have the same information. They should be grouped.
  • • 3 and 4 are irrelevant at this stage since tasks have to be completed in chronological order.

Action plan

List of tasks that have to be completed chronologically.
  • • Users had to navigate through 3 levels of nested tabs in order to complete a task.

Documents and Notes

  • • They're the same object type, there's no reason to be on separate tabs.

Team and Contacts​

  • • They're the same object type, there's no reason to be on separate tabs.

Research

The onboarding inefficiency has a direct impact on the customer experience and lifetime value.

24

Days to complete a customer’s onboarding process.

85%

Of corporates haven’t had a good KYC experience.

12%

Of companies changed banks due to KYC issues.

36%

Of financial institutions that lost customers due to a slow onboarding process.

81%

Of financial institutions believe poor data management affects CX.

84%

Of financial institutions believe a poor onboarding process impacts customer’s lifetime value.

Sources: Forbes, Thomson Reuters, and Fenergo.

User insights

We conducted interviews to 2 existing customers at Oracle and we obtained the following qualitative insights from the existing design:

If I spend too much time in a case, I won't meet expected productivity levels.

Insight 1
“The current action plan is confusing.“
Insight 2
“Completing tasks is complicated.“
Insight 3
“Unclear what are my best next actions.”

Users

Service Agents

Pain points

01 Agents are forced into a back-and-forth correspondence with the customer.

02 The onboarding process involves many checks which leads to many manual and laborious tasks.

03 Agents are measured by the number of days spent on each case.

User goals

Service agents need to keep track of their time spent on a case in order to reach their expected productivity.

Service agents need to be proactive rather than reactive in order to increase customer satisfaction.

Ideation

We began by narrowing down the most common use case and designed an end-to-end flow.

Customer passes away.

The beneficiary notifies the bank to transfer asset ownership.

The agent completes actions in chronological order.

The transfer is complete and the case is closed.

Course of action

01 Focus on simplifying task execution.

02 Prioritize content by recommending the best next actions.

03 Use similar mental models to reduce the learning curve.

04 Reduce cognitive load through visual design and IA.

Design process

We created two grids, one for the parent layout and a second for the child container.

User flow

It helped us to define the product’s navigation and validate the narrative to our story.

Architecture and navigation

I found that using colors was helpful to communicate the product’s interaction to the rest of the team.
  • Inline actions
  • Sidebar
  • More actions
  • Tabs
  • Back /close

Overview

  • • The left panel shows a summary of the case.
  • • A notification at the top lets the agent know there's a task that requires immediate attention.
  • • Agents can see their progress for the overall case, as well as the active stage.
  • • The most relevant documents and contacts can be easily accessed from this screen.

Latest iteration of the Overview page.

Inline task completion

  • • Agents should not have to drill into the Action Plan to complete a task. I designed the right drawer so agents can complete tasks chronologically.

Latest iteration of task completion from the Overview page.

Action plan

  • • Tasks are no longer nested on so many levels.
  • • There's no need to view all completed tasks and scroll down to find the active task.
  • • Upcoming stages are visible as part of the next actions so agents are well informed.

Latest iteration of the Action Plan page.

Final design

We designed a motion demo to showcase our design intent to our leadership and the entire team. Agents should always know what’s the best next action powered by AI and their overall progress for each case. They can also complete tasks inline without navigating elsewhere.

Task completion motion demo.

Final thoughts

What's next
Evolve the design to follow Oracle’s next-generation of products design patterns.
Learnings
Overcoming resistance in a large cross-functional team leads to great collaborative work.
What would I do differently?
Although I don’t question the hard work that PMs put into gathering requirements, I would insist on interacting with customers or potential customers to identify their needs.
Success

Oracle launched a Beta version with 4 existing customers and managed to extend their contracts on a 5-year commitment term.