CX SaaS redesign for the Finance Industry

Oracle Case Management

Overview

Start date

July 2019

End date

June 2020

Objective

Redesign a modern customer experience solution tailored for the finance industry to help agents increase their productivity.

Constraints

Push back from Product Managers to uptake a new design system that was still a work in progress to the current build.

Role

I was the only hands-on designer in the team, but I worked closely with my manager on the multiple facets of design including product strategy, research, information architecture, scenarios, interaction, visuals, and prototyping.

In addition, I worked with a team of product managers (2), developers (20+), and content strategists (1).

Approach

My direct design team holds weekly meetings so I was able to iterate my design work based on their ongoing projects and feedback.

I held weekly scrum meetings with project managers and developers to set a vision for the product, as well as designing interactions for future use cases.

Problem

Reduce the friction to financial service agents caused by interacting with complex workflows so they can focus on case completion and customer satisfaction.

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Result

Working with large cross-functional teams has its pros and cons. Despite the difficulties that come from working with an unfinished design system, the team was able to create a modern and easy-to-use enterprise solution.
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How did I get here?

I reviewed user insights provided by project managers and started with a heuristic evaluation of the current build.

Evaluation

The current build was using an old design system and had very complex workflows. This 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 current build was using an old design system and had very complex workflows. This was an opportunity to improve the architecture by prioritizing the content shown to the user and its hierarchy.

Amount of days to complete customer's onboarding process

24

Typical

Percentage of corporates that haven't had a good KYC experience

85%

Typical

Percentage of companies that changed banks due to KYC issues

12%

Typical

Source: Forbes and Thomson Reuters

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

The amount of paperwork is so much, that agents are forced into a back-and-forth correspondence with the customer.

02

The onboarding process involves checks across many document types, which leads to many manual and laborious tasks.

03

A long a tedious process affects their KPIs because their performance is measured on the 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 reather than reactive in order to increase customer satisfaction.

Design process

My approach was to narrow down the most common scenario and design an end-to-end flow. Then I worked my way into more complex flows.

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 the 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.

Paper first

My goal was to determine how to group similar objects and define a layout.

Grid system

I used two grids, one for the parent layout and a second for the child container.​

Task flow

Designing a task flow to define navigation and validate the primary use case.

Architecture and navigation

I designed low-fidelity wireframes to establish the information architecture and content prioritization. Using colors to represent behavior was helpful to get the point across 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.

Interactive prototype

I designed a motion demo to showcase my design intent to my leadership and the entire team. It was helpful to validate concepts and team alignment.

Task completion motion demo.

Overview

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 metrics
Although I was reassigned to another project, the team began early testing with potential customers. I proposed to evaluate the amount of time it takes a user to complete a case compared to their previous tools.