This case study was originally posted on Behance. I upgraded and then decided to post it here now.
This is an App (an internal tool) to be used by the company’s Agents on the field to activate and subscribe users to the company’s Platform. It will enable tracking of all activities by the agents and also enable real-time subscription by simply entering the user’s registered phone number.
It is also expected to activate the company’s offline desktop application as well as allowing the agents to deactivate a user.
Before now, the only for users to be subscribed or unsubscribed to the platform is either automatically after payment has been made on the platform using their debit/credit cards or by contacting the customer experience (CX) team to manually subscribe or unsubscribe the user. This was fine at the beginning, but we quickly realised that the users without bank accounts or credit cards had been excluded from subscribing. Also, the customer experience team were becoming over-stretched.
Therefore, a solution is needed for the field agent/marketers who already interface with the customers so they can also collect cash, subscribe the user and also help with some functions that customer experience team had been burdened with.
- Time: We had only a short time as the company was losing money every day that the app was not ready.
- Internet Connectivity: We had to ensure that the agent Apps can still activate a user even if the agent was in a location with little or no internet access in Nigeria.
My role was to conduct User Research, design and test prototype. I filtered user data from google analytics and Back4App including interviews conducted with two members each of Agent and customer experience teams. This was to identify the pain points that the users, the CX and the field agents are facing. I worked collaboratively with one product manager and two engineers to bring the project to life.
- The app targets both the android and IOS platforms such that we can make some of its functionality work with little or no internet and then syncs all the data as soon internet connectivity comes back on.
- The App has all the Agents’ data so they can be emailed an initial login detail which they will be forced to change on the first login.
- Enable Agents to subscribe, activate and unsubscribe registered users to the platform using the Agent App.
- Reduced customer complaints across all the company touchpoints.
- Increased revenue from cash-paying users and from bank transfers.
- More efficient field sales team.
The UX Process & Timeline
- The analyzed data from google analytics, Back4app and conducted interviews with our users, CX team members and the Field agents.
- We noticed that there was lots of churn by users especially around the payments page and when we interviewed some of these users, 90% said that they do not either have a bank account or a debit card to make such payment.
- On the other hand, the customer experience team complained of users calling to subscribe after making bank payments has really added unnecessary tasks to their workloads. They also complained of users asking for the subscription process to be offline as they only have access to little or no internet connectivity.
- Also, the field agents confirmed that customers are willing to pay cash to them on multiple occasions but since they couldn’t make the subscription on the spot, they lost the sale. This was for both the mobile app and the desktop app.
User testing, Feedback and Iteration
We tested the prototype with a cross-section of the users, a few members of both the CX and Agent teams and they suggested that:
- The App should enable the agents to view logs for all the different subscription and activations types separately as we had earlier joined them.
- The App should enable serial number activations especially since our target users young (14–24 years old) and might change phone number often even when their subscriptions might still be active. So we needed an added method of subscribing these users.
Login & Dashboard
Subscription and Activation
Key achievements and Conclusion
- Three months after the launch of the App, the company’s overall revenues increased by 36.5%.
- The CX team’s workload reduced drastically and they could focus on better helping the customers.
- The Agents are more efficient now as they can easily close a sale on the spot with their Agent app.
Overall, the project was a small but very important project to the company, I witnessed first-hand how design can contribute to the bottom-line of a company and make people’s jobs and tasks more enjoyable for them.
We job is however not done yet as there are some new potential other use-cases as wells as pain-points being noticed as a result of the usage of the agent app. Also, cash collection by the agents seems to have its drawback and as such needs a lot more innovation for the entire process to the more efficient.
Thank you so much for reading this. For Questions, enquires or suggestions, you can either drop a comment below or reach me via @imoleoluyemi on Twitter.