The company (a federation of automobile clubs) owns a product to help their club agents maintain and grow the club’s business. This project is focused on creating a UX-driven solution that would form the foundation for the platform’s future architecture, enhancing its functionality and scalability. We redefined the existing workflows and introduced a new launchpad for agents.
MY ROLE
Responsible for requirement gathering, user flows, conceptualizing ideas, designing wireframes
THE TEAM
1 Delivery Lead, 1 Product Manager, 2 Lead Designers, 2 UX Designers, 1 Visual Designer, 8+ Engineers
TIMELINE
8 weeks
Sept – Oct 2023
ABOUT THE CLIENT
The company is a federation of affiliated automobile clubs. The clubs primarily provide emergency roadside assistance for a variety of motor vehicles. Other benefits are publications, travel information & services. The individual club owns the territory in which it resides, and membership is based on residence. To be affiliated with the company, each club agrees to provide certain standard services to its members.
OVERVIEW OF THE PRODUCT
What is the product about?
It is a browser-based, scalable enterprise solution offering company clubs fully integrated member service modules. The clubs have various usage patterns with some clubs using all products while others are only using select products. These modules include M (members), POS (point of sale), CRM (customer relationship management), SAM (sales automation manager), CTS (customer comment tracking system)
Modules of the product
USERS (EMPLOYEES OF THE CLUB)
Who are the users of this product?
Club agents, who are the product’s users, are service and sales agents with a distinct set of responsibilities. They tend to be reactive, than proactive in nature. Instead of taking the initiative and actively seeking ways to improve customer experiences or solve problems before they arise, they wait for customers/ members to approach them with problems or requests.
Service Agent
Responsible for satisfaction of all members by providing assistance with membership information, status, cancellation, and membership-related issues
Sales Agent
Responsible for communicating with members, prospects, and clients, building relationships, tracking & managing sales activities, leads, opportunities, and facilitating cross-functional team collaboration for product knowledge and training
PROBLEMS IDENTIFIED
What came out of the research?
The major pain point is that UX is product-oriented, not task-oriented. The navigation between modules has many layers making it difficult to find entry points and complete tasks.
What are the key workflows to target?
The need to prioritize the Members module, which manages club membership and payments, was recognized. In addition to redesigning for improvements, the scope included building launchpad for the agents.
