Case Management

CX SaaS for the Financial Industry | July 2019 - June 2020

Role

Lead Product Designer responsible for research, user interviews, product strategy, motion prototyping, IxD, VxD, and information architecture.

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

The first release was tested with potential 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.

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

Case landing page for agents to view their overall progress.

Action plan

List of tasks that have to be completed chronologically.

Documents and Notes

Team and Contacts​

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.

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
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

Grid system

User flow

It helped me to define the product’s navigation and validate the primary use case.

Architecture and navigation

I found that using colors was helpful to communicate the product’s interaction to the rest of the team.

Overview

Latest iteration of the Overview page.

Inline task completion

Latest iteration of task completion from the Overview page.

Action plan

Latest iteration of the Action Plan page.

Final design

I designed a motion demo to showcase my design intent to my leadership and the entire team. Agents should always know what’s the best next action and their progress powered by AI. They can also complete tasks inline without navigating elsewhere.
Reproducir video

Task completion motion demo.

Conclusion

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
I was reassigned to another project, but I proposed to continue measuring the time spent on a case compared to previous tools and the time it takes new users to reach their productivity expectations.