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CARATLANE ONEVIEW
 

Product Design . UX Research  

 UI Design

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COMPANY

Caratlane.com

INDUSTRY

TEAM

TOOLS

E-commerce Omni Channel Business (Jewelry)

Shachi Kaul (UX Lead)

Roopal Nagaria (PM)

Figma, Sketch, Zeplin

Invision, Abstract


PROJECT 3: Oneview UX Enhancements (CRM Tool)

OVERVIEW

ONEVIEW UX ENHANCEMENTS (CRM TOOL)

Oneview is a in-house customer relationship management (CRM) tool that supports sales and customer service functions and processes for CaratLane. It’s used by the inbound and outbound sales agents. Oneview’s purpose is to organise, record, and enable action with customer data and help track and advance customers along every stage of the buying journey. We were given the task to do a design overhaul as the inefficiencies and missing features in the existing product were leading to mismanagement and loss of customer leads.

MY ROLE

UX, WIRE-FRAMING, Oversaw development 

I led the UX and research of the Oneview project and collaborated with the CaratLane sales agents for user insights. In addition, I worked alongside a Product Manager and the tech. team to oversee the website development and launch.

 

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BUSINESS OBJECTIVE

KEY INSIGHTS
I interviewed 8 Online (In-bound and Out-bound) sales executives and 5 retail executives to understand user personas, their pain points and behaviour pattern. I also audited the existing Oneview tool to figure out the inefficiencies and user flow. Following are the insights I gathered:

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USER FLOW

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DESIGN DIRECTION

Customer dashboard overview section gives the sales agents a quick glimpse of the user profile and their browsing history. The dashboard enables the sales teams to quickly take action and make the right suggestion to the customer. The dashboard also suggests similar products (users have been browsing) which prevents the agents from visiting the CaratLane website each time to make a recommendation. We also provided always visible side menus to help agents navigate across pages seamlessly. We also created a section for displaying smart cards (upcoming birthday card/ follow-up card) most relevant for that particular customer and for the logged in user.

Linked profiles section One of the previous observations from the team was that, when searched using mobile, multiple profiles pop-up.  We tried to address this by linking all profiles with same mobile numbers. In the example below, the same mobile number of customer is used in two profiles. Simply click on the alternate email id and go to the next profile. Alternatively, if we know there are 2 profiles which are related to each other, say a husband and wife profile, we can manually link them and tag them.

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IMPACT

  • Time taken by sales agent per lead reduced from 35 mins to 14 mins

  • Experimented with a 3rd party CRM tool. Took the decision to build our own CRM platform to cater our varied needs.

  • Launched Oneview as a 360 degree view of customers to help the Online sales team

  • Launched Agent Performance Tracker to help sales teams view their calls, chats and do better follow-ups.

  • Post Sales ticketing through Oneview (and Kissflow). All google sheets based tracking moved to system

  • Introduced Oneview for Stores. Integrated lead capture through Cloudcherry.

  • Presale Leads introduced. A pivotal piece in the omnichannel journey

  • Calling tools integration with Oneview (Ameyo, Myoperator)

OBJECTIVE

RESEARCH INSIGHTS

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