CASE STUDY: TASK MANAGEMENT IMPROVEMENTS
Problem Statement:
Within our current CRM system, internal users struggle to access relevant information and manage workflows effectively.
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The lack of a centralized information forces users to spend time navigating through multiple platforms, leading to frustration.
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This scattered approach results in redundant data entry across various systems, creating unnecessary workload for internal users.
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Additionally, the fragmented data landscape makes it challenging for managers to gain a comprehensive view of their team's performance.
OBJECTIVES AND GOALS
Design System
Prioritize user experience design to create an intuitive and responsive interface, promoting user adoption and satisfaction.
User Productivity
Enhance User Productivity: Create a unified and user-friendly interface, ensuring that internal users can easily access relevant information, track workflows, and perform tasks more efficiently
Scalability
Develop a scalable solution that can accommodate future growth and evolving business needs without compromising performance or functionality.
BUSINESS CHALLENGES
PRODUCT USERS
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Understand the unique needs and goals of different departments
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Balancing innovation with the practicalities of existing workflows
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Ensure designs align with both current and future business requirements
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Sales reps
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Application collection reps
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Loan application specialist
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Customer support agents
RESEARCH
Understanding Workflows
Through surveys, prototypes and reviewing screen recordings, I discovered that the current task management tool was not used by majority of the internal reps. This was because reps were unfamiliar with the new task structure, the tasks also created more work for the rep to do, and because there wasn’t a hierarchy for important tasks to complete, reps were unable to organize their work.
Usability Test
I conducted this usability test through Maze. I wanted to understand how the current structure of the tasks impacted the reps daily workflow. Qualitative feedback concluded that 39% of testers did not like the current layout because they were not able to find their most important tasks.
User Interviews
By conducting in-depth interviews, I discovered that many users were not using the tool. After a quick tutorial, users stated that they found the tool more organized and efficient than their current process. Users that were consistently using the tool stated that although the tasks were helpful, the lack of transparency of the status of their leads created additional work because the user had to search for more information outside of the tool.
Prototype
After ideating on the different problems and solutions, I decided to have the users go through several prototypes. This particular prototype combined similar tasks into a single task. My assumption was that combining the tasks would decrease the amount of tasks a user had and allow them to prioritize what needed to be completed first. 89% of users were able to complete the flow but the average time to complete was a whooping 48.5 seconds. It was a start to a good solution but it didn't capture exactly what we needed.
Surveys
In the user interviews, many users proposed a variety of different solutions to the pain points they were experiencing with the task management tool. A quick survey allowed me to ask several users for feedback on these solutions, including updating the notification feature to provide more transparency on important updates which 80% of users said they would like to see a notification history.
This survey showed 16 out of 16 users, wanted their tasks to be consolidated by business name, and that 63% preferred to see the business name and number of tasks rather than task type.
Aha Moment!
Applying research findings
After extensive research, it became clear that there were multiple projects needed to address user needs. Collaborating with my product team, we successfully condensed the research findings into four key projects, each focused on addressing specific user pain points.
Automated Completed State for Tasks:
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Introduce an automated completion state for tasks, reducing manual efforts and streamlining the task management process.
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Enhance the visual representation of completed tasks to provide users with clear and immediate feedback.
Task Organization by Business Name
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Reorganize tasks to be categorized by business name, enhancing overall task management and user efficiency.
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Implement a seamless navigation system for users to locate tasks associated with specific businesses effortlessly.
Business Information Accessibility:
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Integrate a designated section for business information, ensuring users can easily locate and access relevant details.
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Optimize the presentation of business information for clarity and quick reference.
Notification History and Filter:
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Develop a robust notification history feature that allows users to review past interactions.
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Implement a user-friendly filter system for efficient navigation within the notification history.
Results and Next Steps
Improved User Engagement
In each feature release, I conducted extensive user interviews, usability tests, and quality assurance over the course of a week. This rigorous testing phase aimed to guarantee that the introduced features align seamlessly with user expectations and contribute positively to their experience. Overall usability allowed us to remove outdated processes so that reps could mostly work out of their task management tool.
We’ll continue to seek feedback and look for opportunities to automate and enhance the tool. By consistently incorporating user feedback and insights into our design and development processes, we reinforce our commitment to delivering a task management tool that not only meets but exceeds user expectations. This user-centric approach forms the foundation for the sustained success and growth of our product
Personal Growth & Learning
User-Centric Solutions
In the course of consolidating this project over a span of six months, my primary focus was to delve deep into understanding user frustrations and uncovering the intricacies of their workflows.
1. User-Centric Exploration:
To comprehend user pain points comprehensively, I observed how representatives navigated and, equally crucial, worked around the task management tool.
Engaging in dialogues with users provided insights into their daily challenges, allowing me to identify not only the symptoms but the root issues affecting their productivity.
2. Ideation for Scalable Solutions:
Recognizing that a lasting solution requires more than a quick fix, I spent time ideating solutions that would be scalable and address broader workflow challenges.
The objective was not merely to alleviate immediate frustrations but to establish an infrastructure that could accommodate evolving user needs and expectations.
3. Aha Moment:
A realization surfaced during this process: users struggled with the tool's layout and flow. Referencing the design system and adhering to the existing layout became a cornerstone for addressing information architecture and visual design challenges.
By relocating information to predictable locations, we witnessed a notable increase in tool usage and a boost in task completion efficiency.
4. User Feedback Dynamics:
Actively involving users in the testing of various solutions proved invaluable. Users appreciated being part of the process, especially when they could see our considerations extended beyond surface-level issues.
The feedback loop fostered a collaborative environment, allowing us to address deeper concerns and reshape the tool in alignment with users' evolving needs.
5. Automation Over Manual Transference:
It became evident that users didn't desire a mere transfer of their manual processes into the CRM. The goal was to automate their workflows, liberating them to concentrate on their daily objectives rather than grappling with manual tasks.
In conclusion, this project taught me the importance of immersing myself in the user's world, deciphering their workarounds, and crafting solutions that are not just fixes but scalable enhancements. The emphasis on user feedback, adherence to design principles, and the commitment to automation underscored the transformation of the task management tool into a more user-friendly and efficient solution.