CUSTOMER LIFECYCLE MANAGEMENT PROPOSITION

To increase share of customers who provide a return on investment  

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of my client.

My Involvement:

  • Stakeholder Interviews
  • Whiteboard Sessions
  • User Research
  • User Interviews
  • Competitive Research
  • Synthesising research to validate prioritised hypotheses and proposed solutions
  • Development of Personas
  • User Stories
  • Scenarios
  • User Flows
  • Information Architecture and Navigation
  • Rapid Prototyping
  • Live Sketching
  • Low to medium fidelity user testing
  • Demo Presentation

I am happy to discuss the project, my involvement and duties in more detail, I am unable to provide too much details here due to confidentiality agreement.

BACKGROUND

Problem Statement

Operational and capital deployment costs for the on boarding and ongoing maintenance of customers outweigh the revenue generated in the majority of cases.

 

Research

Stakeholder Interviews

After the initial competitive analysis a focus group of project managers, accountants, team leaders and resource companies were invited to share their views on the ideal software which could save time and serve their potential needs. Three following target groups were identified as potential user personas.

User Interview Questions

We are looking to develop a proposition that would help your business maximise value across the customer lifecycle, primarily focussing on creating a more enhanced and cost effective CIB customer experience.  We are looking at the process of ‘customer lifecycle management’ through an outcome-focused customer lifetime value lens.  

More specifically, we would like to focus on identifying what you consider your most significant challenges and pain points across CLM processes. Secondly, we will ask you some broad questions around features of potential solutions.

 

CHALLENGES FACED

Once the basic product was built with content tables displaying data the challenge was to interview clients in order to establish which data they required and how the data should be displayed once the application retrieved it from the database.

Some clients needed detailed data breakdowns regarding costs, expenses, timesheets for instance whilst other clients needed a more basic layout and information as they were not too concerned with breakdowns. This is where the work really started as literally hundreds of different screens had to be built and customised to ensure user expectations were me.

Another challenge the team had to overcome was the fact that a number of the members were working from remote locations. I was fortunate in the fact that I have had the opportunity to work with some of the team previously. The challenge of everybody being on the same page was the most important to address.

The Solutions

After a near exhaustive combination of data displays were first prototyped and tested with users and itterated several times they were handed over to the development teams working for respective clients.

These screens were finally all collected and added to the SaaS product where new users could then choose how their data were being handled and displayed through them responding to certain questions during the registration process.

Communication to the success of the project was key as an Agile methodology was used. The project was managed using Agile as the application is cloud based where development, testing, improvements and deployment could be done in quick cycles. This not only allowed for the project to be completed in a shorter time period but also cut out the need for time consuming meetings and piles of documentation being sent back and forth waiting for approval. Decisions were made rapidly to keep the process on track.

Short meetings were held with the use of Skype and Team Viewer and all files were shared on the cloud.

 

PUTTING IT TOGETHER

Quick sketches helped to get a sense of the layout for the application. These were done with clients during interviews and also during low fedility testing sessions.

These sketches were then mocked up in Sketch App and rough prototypes were created to assist the developers in building the framework for the application.

Onboarding Registration Process mobile first Approach

Breaking down the registration process screens in digestible chunks using onboarding techniques. This onboaring technique would be carried through to the first time opening of the dashboard page where a short tour of the product is offered through visual prompts.

Below are the first draft freehand sketches and Sketch App prototype screens.

    SIGNUP SCREENS ITERATIONS

    Desktop Registration Screens – Hi-Res

    INTUITIVE GRID BASED DASHBOARd

    TESTING, DEPLOYMENT, LAUNCH, MAINTENANCE & Mobile
    • The testing of the application followed by utilising the client’s team especially key employees who played key roles in conveying their requirements to me as well as professional unit testers.
    • UI design completed by the client’s in-house designers using Style Guide prepared by outside graphic design agency.
    • The final product was released and launched in early to mid 2015.
    • Improvements, upgrades and maintenance are ongoing with no impact on the client side because of cloud technology.
    • Mobile applications for IOS, Android and Windows Mobile are in development based on responsive version of web application we developed.
    TAKE AWAYS
    • Learn from users by interviewing them and by observing them. After building more than 200 screens for different requirements for different clients I have more empathy for users and their needs as I saw first hand how business requirements differ from organisation to organisation.
    • A data driven site has the potential to throw some challenging layout problems a UX Designer and Developers’ way. Communication and Collaboration is key to be successful especially when a project grows rapidly and unexpectedly.
    • Stay Humble. There is a lot to learn from the process and people involved in the process 

    Thank You for taking the time to view this case study

    Please feel free to contact me to discuss my work, skills or if you would like to discuss potential employment.

    The End

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