CRM Re-design
A re-platforming to re-design and migrate data from SSE to OVO, A long-term project to rebuild the insurance platform where we store and manage our customer data.
Overview
Corgi Home Plan is the UK’s top rated boiler cover provider, specialising in boiler repairs and servicing, with a large network of engineers across the country.
The aim of this project was to create a simplified user experience for Customer Service Agents and to create a platform in order to migrate over from SSE’s older legacy system.
Activities I carried out on this project;
- Stakeholder workshop facilitation
- Usability testing
- UX & UI Design
- Design project planning
This project has two senior designers, myself and one other.
The problem
With the immediate need for data migration from an outdated, un-secure legacy system, we had the challenge of re-imaging the experience of a CRM used throughout the business by multiple users.
Our goals were to reduce call times, simplify the user experience and do so in a way that our data stays clean so we’re able to iterate and release the product continuously.
Initial Research
To better understand the users we were creating the product for, we ran a series of expert interviews with Customer Service Agents, Team Leaders, and Upper Management. The aim of this was not to only understand the issues our users faced, but the overall objectives of the business and areas we could move the business KPIs through our design work.
Questions for agents:
What things do customers call about most?
What information do you use most frequently?
If any, what parts of the current system cause the need to repeat actions?
Questions for Team Leaders:
What are the most common complaints that are escalated?
If any, what areas do new starters struggle with?
Note: Usability Testing and Stakeholder interviews and check-ins were a Bi-weekly activity in the first few months of the project, then moving to monthly ‘show and tell’ (above is an example of one of the research decks with agents from later in the project, click to open)
Conceptualisation
For this project, we had the use of a design system, widely used and adapted throughout Corgi Home Plan and it’s parent company OVO. When it came to concepts, we used existing components rather than lo-fi wireframes, we did this to give an indication of how the application could look with the pre-defined design system.
Without the need to focus on the UI design of the product at this point, we set our focus on individual journeys. Such as Payment Flows, Call outs (the process of getting an engineer out to visit your property).
Existing Designs
New designs
Sign up journey
As part of the CRM Re-design, we re-imagined the phone sign up journey that agents use when signing customers up.
By working with agents closely, running regular user research, we were able to reduce the overall sign up call time from 13 minutes, down to 10 minutes.
This 3 minutes reduction on average sales sign up time has reduced the businesses sales team need by 2 FTE, a huge saving for a re-design on this sign up process.
The outcomes
The project continues to run within Corgi Home Plan. Many cross-disciplinary teams are working on the other key product journeys, re-designing and reducing manual effort by doing so.
The journeys I worked on and designed during my 18 months on this project were;
- Sign-up journey
- Customer & Account (all customer data)
- Payment gateways
- Cancellations journey
- Renewals journeys
All of these have had a huge positive impact thus far, at this point I don’t have the data on those impacts, however, I’m hearing great things from the team still working on it!