AskAnyone – is a mobile application cater for OCBC Bank’s RM (Relationship Manager) and Sales RM team to quickly access to market, product information to support customer. It is also used as a forum to exchange note and share view on the current market trend and product query from their peers and team leads.
My role as the Lead UI UX Designer for this project encompassed conceptualising and implementing a user-friendly design, conducting usability testing and incorporating user feedback to enhance the user experience.
The Challenge
Although equipped with basic capabilities and more, their mobile app is not coping to its users pace. For more than a year, out of all sales RM who downloaded the app, and only 30% of them were active users. Amongst them, only 20% of features were utilised frequently. Although the product managed to provide the basic level of functional needs, it stops users from using it frequently by not satiating users beyond its functionality.
Vision
Business and product discussions and alignments resulted in the inspiration to push forward a design that is directed from a Sales Informative App towards a Sales Interactive App.
User Interview
We conducted 4 separate sessions of user interview on individual users to understand their behaviour towards the app. Users are asked based on different usability aspects of the app.
User Persona – What is the users needs, goals, and observed behavioural patterns?
Empathy Map – What is the users needs and emotions?
Findings
After going through each persona empathy map, we noticed a few similarities:
- What do users do when they use the product – sales tracking, campaign shortfalls
- Aesthetic aspects – outdated user interface design
- Hopes – improve its user friendliness
With priorities in place, we can then consider multiple ways to manage appearances and real estates of each, through visual cues, micro-interactions, interface simplifications and more.
Homepage
To ensure allocation of the right amount of attention to each element in the home screen, we must first consider key areas and prioritise them based on mental models and use frequency.
Mental model – What users expect to see and use first?
Frequency of use – How often do they need to use it? How easy does this need to be accessed?
Adding Leader’s View of Staff’s Performance screen
To introduce new feature to the app, we consider the visual cues, micro-interactions, interface simplifications to the screens.
For user type 1 – The leaders wants to have a feature to view their sales staffs performance in the app. Hence we introduce these screens to help them better monitor every individual sales performance, ranking, tip easily via the app.
For user type 2 – Staffs can view their personal performance screen, knowing their shortfall to achieve sales target, and their own sales performance ranking.
Campaign League
The highest frequency usage feature in the AskAnyone app is the Campaign League. As the main feature in this app, considering the users user feedback on the app that its interfaces were too outdated. Hence we redesign the interfaces to a minimalist modern look, vivid display of their shortfall, help them track their performance and campaign milestones.
Incentive Calculator
Incentive calculator were introduced later on as a useful feature to help sales relationship managers to calculate their sales incentives. We were asked to design a calculator that will clearly display the breakdown calculations with great user interface and experience.
Survey Questionnaire
Questionnaire were revamp with additional survey features to help sales relationship managers to conduct survey questionnaire on their customers. We were asked to design a pleasant survey journey that deliver great user interface and experience.
Redesign a new logo for AskAnyone app
In the effort of revamp this mobile application, we are also asked to redesign the logo for this app. The new logo design is inspired by the application name – AskAnyone. As it comprises of two A, one is the outer ‘Golden A’ and a smaller ‘Red A’ situated in the middle. Both the ‘Golden A’ and the ‘Red Rocket’ in the middle look like an arrow pointing up, resembles sales person spirit and work nature to strive and achieve higher revenue for the bank.
Conclusion
Aligning to our vision – Business and product discussions and alignments resulted in the inspiration to push forward a design that is directed from a Sales Informative App towards a Sales Interactive App.
From a Informative app
- Track personal sales history
- Lead to monitor fellow RM (Relationship Managers) sales performance
- Read and respond to a forum post
- Prioritise ease of use and convenience for sales RM
- “I use AskAnyone to view my sales performance history.”
To a Interactive app
-
- Sales campaign milestone
- Incentive calculator
- Survey questionnaire
- Call note listing
- Track personal sales history
- Lead to monitor fellow RM (Relationship Managers) sales performance
- Read post, add post, upload photo to post, editable comment to a forum post
- “I’ve grown to use AskAnyone frequently because of how useful and user friendly it is.”
