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Internal Mobile CRM System
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Role
Lead Product Designer
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Collaboration
Product Manager, Head of Product, Engineer Team, Operation Team
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Duration
2 weeks/MVP
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Tool
Figma
Long term co-living and standard apartment rentals for students and young professionals.
Optimize lead & relationships & centralize customer information for internal operation team
CRM System-Prospects
Who's main user?
Internal operation team - Leasing consultant
OUTCOME
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10 Cities in US 4000+ Bed spaces 10,000+ Units under management 95% Average occupancy rate
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Increased the lease conversion rate by 10%
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The leasing utilization rate of the mobile version for out-of-office is 100%
New Design - Operation team work with CRM prospect mobile any where & any time
BEFORE & NEW DESIGN
Before - Operation team work on CRM web only
PROBLEM.
15% potential lease were not processed in time, and most of the them failed to convert successfully.
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The operation team cannot respond to the needs of customer in a timely and accurate manner when they are not in front of laptop. Miscommunication is the main reason for affecting work efficiency and losing conversion rates.
GOAL.
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Implement the MVP CRM - prospect mobile version to test fundamental business hypotheses.
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Increase the lease conversion rate.
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From user interviews, I summed up
2 MAIN UNHAPPY SCENARIOS.
2 days, 3 regions, 7 lease consultant interviews and 2 real user on-site tour experiences
Emily is bringing an on-site tour with customer Jessi.
Emily receives a phone call. One potential customer Anne made this phone call.
“... I want to add one more roommate, could you please share new property recommendations based on the similar needs but with one more bedroom?”
Emily is bringing a tour, she can not answer in detail immediately.
She answered Anne: “ ... I will take a look and reply you today later.”
In the rush of the moment, Emily did not note Anne's request.
Emily can not remember some of Anne’s needs in detail at the moment, before she comes back to the office, open the CRM system to check and reply to Anne.
Emily has a busy schedule.
During the entire afternoon, Emily received multiple requests from different customers.
Emily returned to the office after tours, she forgot Anne's request and did not reply. In the end Emily lost a potential customer.
Emily could not check the precise needs of customers while she's not in the office, and reply on time
1
Assimption: What if Emily could check CRM and replyed Anne on time?
Emily could not send the agreement in time and lost the final conversion
2
Emily confirmed the lease with Tom verbally in the end of the tour.
Emily: “I will send you the lease agreement today later.”
After taking Tom's tour that day, there are 3 more tours.
Emily didn't finish all the work of the tour until 18:00.
After Emily coming back to the office, ready to send the lease agreement to Tom. She received a message from Tom.
“... We considered that the current listings are still beyond our budget... So for now we decided not to rent it. Thanks for your time and patience.”
Emily lost a final conversion.
Assumption: What if Emily confirmed with Tom verbally and sent agreement at the same time?
USER JOURNEY.
Through the user journey to find the valuable user behaviors that we want to focus on.
What will probably be doing differently if the assumptions work?
The valuable user behaviors are summarized as
search the user, confirm information and take actions
Search the user
1
Confirm Information
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Take actions
3
CHALLENGE.
Leasing consultant unwilling to use a new internal tool.
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“ What is used to is the best tool. High cost to get familiar with a new app.”
“ The new CRM we developed before is hard to use. There are a bunch of infrequently used features, but the important ones experience are not friendly.”
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Again, who's the internal CRM-prospect main user?
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Internal operation team - Leasing consultant. Learn more about user persona >
Connect user's motivation with their demands.
The underlying demands of users:
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Conversion rate
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Response efficiency
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Ease to use
Improving response efficiency may affect lease conversion rate.
In order to verify my assumption, I interviewed 7 leasing consultants.
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The conversion duration is divided into 3 tiers. The 1st tier position is converted within 1-2 days. Usually these are the "last min" customers who are looking for a property. In this tier, 80% of customer's conversions are unsuccessful due to subjective reasons, where I saw the low hanging fruit.
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The delayed response time of leasing consultant is directly proportional to the conversion failure rate.
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5/7 leasing consultant can't response in time, since they can't check the customer's accurate information in time when they are not in the office.
HYPOTHESIS & SOLUTION.
Improving response efficiency can help improve conversion rates
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Provide quick query on Mobile CRM-prospect anywhere anytime
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Less click to reach customer information and send application through multi-channel
ASSUMPTION.
Taking quick actions
Tagging - Status
Pull-down button to select main status
Sort
Quickly search for target customers
3 clicks to final conversion through multiple channels
DESIGN
DECISION 1
DESIGN
DECISION 2
STRUCTURE THINKING.
With our current focus on building an initial MVP version, we will then rapidly iterate on a 1.0 version based on feedback, needs and priorities. But I will still consider a scalable solution for the product in the early stage of design.
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In the user journey I found a pattern.
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“Communication” is the most frequent behavior from user journey
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The most frequent operations should be placed on the first level, less click to reach
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Communication should be prime, other functions can be second tier.
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Again, what's users' demand?
Ease to use the application, efficient and fast response users
Stay with the journey path the user is most accustomed to, minimize clicks to maximize work efficiency is a motivation for user to try MVP version.
More than 3 actions in prospect will be hidden, and it is impossible to consider adding more features in the future.
LO-Fi Wire-framing option 1
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Layout mobile MVP according to the flat structure of web view.
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Pros
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Users are used to this arrangement.
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Cons
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Unable to meet the needs of users- hope that one page can display as many users as possible.
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LO-Fi Wire-framing option 2
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The communication is the main section, and the actions are in the secondary level.
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Pros
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It is convenient for users to perform the most frequent behavior "chat", "review chat".
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More action features can be extended.
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Cons
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Higher development costs than option 1.
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Final pick
Chat view
Actions include "basic info", "Note", "Interest Property", "Send Application"...
DESIGN
DECISION 3
INFO PERMUTATION & HIERARCHY.
Quickly iterate through user interview and usability testing, and finally balance a version that meets the needs of both business and users.
Meanwhile, the cross-functional rapid multi-angle collaboration also help the operation team to better understand the importance and influence of the product & design team.
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7 Leasing Consultants
3 Districts - KTown, West LA, Seattle
Testing Result:
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Customer name
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Prime status - Tagging
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Chat history
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Last contact time/date
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Clickable cognition
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Case creation date
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Phone number
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Email address
Ver.1
Iteration 1
Iteration 2
MILESTONE.
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Increased the lease conversion rate by 10%
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The leasing utilization rate of the mobile version for out-of-office is 100%
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During the user feedback section, the user expressed great satisfaction, and willing to continue to work on the mobile CRM and put forward the opinion of iteration.
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