Zendesk CRM App

Led research and prototyping on a data-driven UX strategy to streamline customer service workflows and reduce agent friction.

Company

Thoughtworks

Year

2023

Role

Senior Experience Designer

The Challenge

I was part of the CRM team at one of Latin America's biggest digital banks. Customer service advisors had to switch between 4 platforms and 16 separate apps just to see a customer's banking information. Simple requests took too long, and service suffered. We needed to bring all of that into one place.

The Impact

Merged 16 separate micro-apps into a single master app inside Zendesk's platform.
Shipped 2 MVPs and 3 releases, giving advisors access to 80% of customer financial data in one place.

Ran 11 usability tests with 137 participants, 15 interviews, and 2 co-creation workshops — working closely with data engineers to make the data usable, not just visible. Legacy design

Redesign

The Process

1. Understanding the Context

2 Months

Analyzed 16 data sources
Defined 3 user personas
Mapped current and future workflows
Ran 2 workshops with service advisors

2. Creating and Improving

3 Months

Defined information architecture for the MVP and future state
Interviewed key users, tested usability in Maze
Built wireframes and an interactive prototype
Set accessibility criteria

3. Navigating Change

4 Months

A leadership change shifted scope; redesigned Release 1 around credit information
Rebuilt prototypes and information architecture
Interviewed users (Dovetail) and tested (Maze)
Started working directly with data engineers and business analysts