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Zendesk CRM App (Digital Bank)

Data-driven UX strategy, research and prototyping to enhance customer service

Company

Thoughtworks + CRM, Digital Bank

Year

2022 - 2023

The Problem

 

I was part of the CRM team of one of the biggest digital banks in Latin America. Our challenge was to create an app that would let customer service advisors access all their customers' banking information. Advisors had to manage 4 different platforms, in addition to 16 independent apps to access customer financial information, so we wanted to make their job easier and provide better customer service.

​Main results

  • Developed a new app within Zendesk's customer experience management platform, integrating 16 micro apps into a single master app.

  • Implemented two MVPs and three subsequent releases with new sections, incorporating 80% of the data.

  • Optimized user experience through extensive UX research, including conducting 11 usability tests with 137 participants, 15 interviews, and facilitating 2 co-creation workshops. Additionally, collaborated closely with data developers to enhance data display capabilities.

How it start v/s Evolution

The Design Process

 

The Zendesk CRM app design process was a collaborative and iterative approach that encompassed user research, journey mapping, information architecture, user flows, wireframe development, and interactive prototypes. Working closely with business analysts, Data engineers, and service designers, we identified new attention flows and created an internal Help Center to improve the user experience.

 

Our team conducted a series of usability tests, interviews, and workshops to develop an MVP and three releases that provided advisors with access to 80% of clients' financial data, while reducing the number of independent apps used by the bank, resulting in significant cost savings.

 

In addition to my design contributions, I helped establish a streamlined design process based on Design Thinking, which facilitated efficient coordination with other departments, such as developers and business analysts. This approach will be integral to future feature implementations, ensuring a seamless user experience and timely product delivery.

Project Stages

Understanding the context

2 months

  • Analysis of 16 data sources.

  • Definition of 3 User Personas.

  • Review of current and To Be workflow usage flows.

  • 2 Workshops with customer service advisors.

1

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Creating and improving

3 months

  • Definition of information architecture (for MVP and To Be version).

  • Interviews with key users and usability tests on Maze.

  • Wireframes and basic interactive prototype.

  • Define accessibility criteria.

2

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Navigating big changes

4 months

  • The changes in leadership and job structure of the client lead to modifying the scope of MVP.

  • Designing Release 1 focused on credit information.

  • Redesign of prototypes and information architecture.

  • Interviews with key users using Dovetail, and usability tests on Maze.

  • Start working closely with the Data engineers and business analysts team.

  • Played a role of vital importance in helping the team prioritize and organize the work.

3

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Shaping the Future

3 months

  • Design Release 2 and 3, focused on financial transactions.

  • Update the information architecture.

  • Data source analysis.

  • Enhance components in Figma.

  • Usability testing and information prioritization in Maze.

  • Based on the learnings from the initial Releases, structure and implement a work plan for the upcoming Releases.

4

Stage 1-2 (MVP 0)

Stage 3-4 (Oficial MVP + 3 releases)

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