Case Management
CX SaaS for the Financial Industry | July 2019 - June 2020
Role
Team
Designers (2), Product Managers (2), Developers (20+), Content Strategist (1)
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.
Outcome
How did we get there?
I reviewed user insights provided by project managers and started with a heuristic evaluation of the current build.
Background
Objective
Redesign a modern customer experience solution tailored for the financial industry to increase their productivity.
Constraints
Push back from Product Management to uptake a new design system that was still a work in progress.
Evaluation
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
- • 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
- • 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.
Market research insights
The onboarding inefficiency has a direct impact on the customer experience and lifetime value.
Amount of days to complete customer's onboarding process
24
Typical
Percentage of corporates that haven't had a good KYC experience
85%
Percentage of companies that changed banks due to KYC issues
12%
Amount of financial institutions that lost customers due to a slow onboarding process
36%
Percentage of financial institutions that believe poor data management affects CX
81%
Percentage of financial institutions that believe a poor onboarding process impacts customer's lifetime value
84%
Source: Forbes, Thomson Reuters, and Fenergo.
User insights
Data gathered by the Product Management Team through interviews with potential customers.
If I spend too much time in a case, I won't meet expected productivity levels.
- "The action plan is confusing."
- "Completing tasks is complicated."
- "Unclear what are my best next actions."
Understanding our users
Service Agent
Financial industry
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
I 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
03
04
Reduce cognitive load through visual design and IA.
Design process
Grid system
User flow
It helped me to define the product’s navigation and validate the primary use case.
Architecture and navigation
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
Task completion motion demo.