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ABSLI's Lead management system was a research-based, business goals-oriented mobile application to increase the adoption & user engagement to ensure the successful digital transformation of the product.
⏱️ Duration: Jul 2017- Feb 2018 | 💻 Team size: 2 designers
Problem statement:
ABSLI was working in bits-n-pieces on web portals, mobile apps and physical forms to track their sales team's lead progress.
"Expectation was to build a successful comprehensive legacy solution for the sales team, which they can use in the field to maintain the customers' data."
It was SnapWork & ABSLI's joint activity of digitising the entire LMS process.
Leadership vision
User-Centric Design Thinking Implementation
Delivery Process
Initially, we started with the 'Stakeholder Workshop’, which intended to assess the existing digital asset spectrum of ABSLI. Also, a Design Thinking workshop interacted with 3 key opinion makers from Business, Technology & Operations to gather business objectives, success metrics & competitive edge.
Key insights revealed were as follows:
The original BRD is not able to cover all business objectives, due to the existing infrastructure
Decided to split the solution into 3 major parts
Insurance Premium Calculator
Lead Management System
Customer's Financial Need Analysis
Earlier the digital transformation plan for the same tool went on toss twice as the user adoption and user engagement were very low. This was due to a lack of user research.
Workshop Prototypes Samples
In ‘User Insights Gathering - Workshop’ & 15 sample-size User Interviews were done covering major user roles & user types keeping the Company’s Business Solutions Group in the loop so that the business can understand the user expectations directly.
Finding 1 - Communication tools
Finding 2 - Tech awareness
This User Centric Design Process gave us enough insights which helped us zero down our development priorities, and refining features again. A joint decision with ABSLI took place based on the data gathered.
User analysis and journey mapping
Information Architecture revisions
Multiple user flows
End customer facing PDF designs
Agent facing - Presales mobile app
On field agent facing Tablet based solutions
Impact
Delightful Design style, meticulous Design Program Management
8 months of Efforts
92% of Product Adoption, in the following quarter
All earlier products which were working in bits n pieces sunset gradually and the ‘ABSLI Presale App’ replaced those all.
Financial Need Analysis
I worked on this project with my colleague and mentee Chaitali Pawaskar. Client-facing activities, User interviews, stakeholder workshop, UI design patterns & UX leadership was done by me. Where Chaitali also contributed to a few user journeys, PDF concepts & multi-viewport adaptations.
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