My Role

As a senior product designer, I led the design team to design the entire back office platform. Designed and maintained the Salesforce Design system for our design, product, and development team. I was working with the cross-functional team (Product manager and Development team) and mentoring and monitoring junior designers.

The Ask from stakeholder

The stakeholders came to the product and team requesting a way to increase the speed of transactions by 20% and increase sales by 20%. What I implemented first will be the discovery stage, as I am following the Double Diamond design approach.

The Approach

I went through the discovery stage by conducting several methods such as interviews with our users, auditing multiple platforms that users use, and user journeys on their day-to-day.

After an initial discovery, what I gathered was:

There are so many different applications and platform that the user use to complete their task.
Due to so many applications needing to be used, internal communication will be lost in a void. That will make our user spend their time researching for that lost message, resulting in downtime, customer dissatisfaction, and lost trust.
Users must jump between different platforms, which will cause missing information for the following line of users. That will cause the next steps to stop or pause for clarification.
From the developer's point of view, the different platforms cost a lot of money because we need to hire multiple developers to fill the need to maintain other platforms.

BDR ( Customer Service )

The Business Development Representative is the first person to talk with the customer after they submit their information online. The BDR position is very crucial as they are the ones that will get the customer in and pre-qualify them before handing it off to the Loan Officer so the LO can sell the loan to the customer. Speed and accuracy is the primary key to making this position successful.

1. What is the most valuable information for BDR before they take a call or make themself available for a call?

2. What is the most valuable information for BDR before calling the prospect?

3. What motivates BDR to make more prospect calls?

4. What motivates BDR to take better quality information from prospects before the hand-off to the LO?

5. How does the BDR grade it on (quality of information, more prospect leads, conversion, or other)

BDR Userflow

After multiple iterations, user testing, survey, and feedback from users. Below is the design that we implemented.

Result

After the design was implemented, the result was a 30% increase in speed to generate contracts. The NPS and customer trust in the brand rose by about 40% due to the speed and proactive feedback.

The development and maintenance cost was reduced by 35% by combining all the information into one platform.