Discovery Customer Relationship Management
About the Project
-
Our Design Team has partnered with UBS to develop tools that aid Advisors in conducting ongoing client Discovery.
-
The new experience should enable all Advisors as well as their teams, to better prepare for, conduct, and synthesize notes from client meetings.
INDUSTRY
Banking
PLATFORM
Web and Mobile
TEAM COMPOSITION
4 Designers
1 Design Lead
1 BXD
TIMELINE
June - December 2021
The Problem we are Solving
The research plan was designed to drive a deeper understanding of users’ CRM experience, emphasizing areas where CRM can have the most impact. The research approach is centered around immersing the team in the users’ needs and day-to-day activities within the CRM technology in order to define the current user experience and identify gaps in meeting needs.
Role and Responsibilities
Day-to-day tasks and overall job requirements, with an emphasis on needs
Client Relationship Lifecycle
How users develop and manage their client relationships throughout the client lifecycle
Digital Experiences Outside of CRM
Strong digital experiences with products within and outside of the UBS realm
CRM Experience Today
Exploration of experiences in the current state CRM system with an emphasis on functionality, process, and design
Desired CRM Experience
The ideal end-to-end experience users would expect when working with a CRM tool to handle their day-to-day tasks
RESEARCH TOPICS
Research Methods
User Interviews
-
In-depth on-site or phone-based interviews with Financial Advisors (FA) and other users (1-2 hours each).
-
Gain insights around user activities, how they think, and the choices they make when working with CRM in addition their needs and how they would like to use CRM
Approach
-
In-depth on-site or phone-based interviews with Financial Advisors (FA) and other users (1-2 hours each).
-
Gain insights around user activities, how they think, and the choices they make when working with CRM in addition their needs and how they would like to use CRM
24
Interview Participants
14
Interviews
Interview Duration: 60 minutes
Content: 1. User background and activities
2. Current state experience vs. desired digital experiences
3. Desired CRM functionality and needs •
Regions Covered: California (Los Angeles, San Diego), Connecticut (Greenwich, Hartford, Stamford), New York (New York City), Texas (Houston), Pennsylvania (Pittsburgh)
What we heard from interviewees
Through the interviews, we identified 98 pain points; the majority are focused on maximizing efficiency in workflows and creating intuitive user interfaces that guide and empower users. We grouped the findings into these categories:
Streamlined Workflows
Unnecessary button clicks, and other task-oriented actions are eliminated and technology integrations are streamlined so that each task is efficient.
Convenient Support
Users are provided with tools and resources to empower them to solve problems and spark creativity
Clean & Intuitive User Interfaces
User Interface and information hierarchy that is simple, clean, and intuitive
System Guidance
User Interface that is customizable, with easy-to-find key functionalities for both beginner and expert users
Audit of the Current Flow
-
Examined the existing flow of the banking portal to identify navigation flaws and usability issues.
-
Documented user journeys and interactions to pinpoint areas for improvement.
OVERVIEW CLIENT DISCOVERY AND CRM PROFILE PAGE
Discovery Page
CRM Profile
We highlighted similar set of information on the two pages to understand the pages and the flow better
Features
Through initial overview sessions with the Product Team we’ve reviewed the CRM, Consultworks, and updated FA workstation and begun to uncover the complexities and opportunities to deliver a compelling and actionable CRM / Discovery experience
We've identified four core features to serve up for the FA that appears across:
Audit of the current flow
FA searches for client name/account # etc. via search bar and click on the name.
FA is taken to the CRM profile page in a new browser tab
FA/CSA carries out discovery tasks
Proposed flow
FA searches for client name/account # etc. via search bar and click on the name.
FA clicks on the client name
Combination of client dashboard+profile page
Recommend building connectivity or consolidation of the two so the FA can have a view of both types of information at the same time
Concepts - Profile/Discovery Page Layout
We have reimagined the two separate experiences/designs as one consolidiated page so that we’re serving up the most relevant and timely information up front–starting rom top-to-bottom, left to right, while allowing for the user to take any necessary actions freely on any area as they’d like.
Based on the existing FA workstation experience visual tabs that provide the most pertinent information up front for each section
Give high-level view of discovery, while providing workable space for all interactions, relationships
Concept – Discovery/Meeting Prep
-
We wanted to provide an ability for the FA to gather any helpful and necessary client information at hand to prepare for a successful meeting, while making it flexible for any workflow he/she may have.
-
Therefore, we took an approach of a “shopping cart/shoppable page” so the FA can collect any topics or information freely to prepare an agenda, with the ability to still carry out any necessary actions on the page.
Final UI
Overview of Dashboard with Relationships, Interactions, Discovery at same screen
Meeting Prep Window with Topic Library
Window to Capture Additional notes