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.
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:
USER FLOW
DESIGN DIRECTION
IMPACT
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Time taken by sales agent per lead reduced from 35 mins to 14 mins
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Experimented with a 3rd party CRM tool. Took the decision to build our own CRM platform to cater our varied needs.
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Launched Oneview as a 360 degree view of customers to help the Online sales team
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Launched Agent Performance Tracker to help sales teams view their calls, chats and do better follow-ups.
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Post Sales ticketing through Oneview (and Kissflow). All google sheets based tracking moved to system
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Introduced Oneview for Stores. Integrated lead capture through Cloudcherry.
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Presale Leads introduced. A pivotal piece in the omnichannel journey
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Calling tools integration with Oneview (Ameyo, Myoperator)