Introduction:
In response to the evolving needs of our Customer Care Team, our proptech real estate company embarked on a transformative journey to streamline operations and enhance user experience. As the Product Designer leading this initiative, my role was to conduct comprehensive user research, identify pain points, and collaboratively design a new application for managing calls and tasks.
Project Context:
- Company: McMakler, a Proptech Real Estate Company (German Market)
- Team: Product Manager, Engineer Manager, Front- and Back-end Developers, QA Engineers
- Key Stakeholders: Customer Care Department (Inbound Customer Care Agents, Supervisors, Team Leads, Head of department)
Objective:
The primary objective was to facilitate a smooth transition from the existing software tool to a more intuitive and efficient solution maintaining KPIs such as "Service level", "Occupancy rate" and "Agent Utilization" within the industry standards. The focus was on supporting inbound Customer Care agents, Supervisors, and Team Leads in handling inquiries related to a German real estate company.
Research Methodology:
Approach: A multi-faceted research research strategy to deeply understand user experiences and pain points.
Research Techniques:
- Mixed-Method: Spent approx. 40 hours observing agents in their work environment and conducted one-on-one interviews
- Workflow Mapping: Created detailed task flow diagrams capturing complex operational processes
- Mapping the user journey: Serie of workshops with agents aiming to map their emotional and functional experience
Key Research Insights:
- Agents struggled with fragmented software interfaces
- Excessive time spent on call wrap-ups
- Inefficient task allocation mechanisms
- High cognitive load during customer interactions
User Journey Workshop:
Objectives
- Map emotional and functional experiences of agents
- Identify critical improvement opportunities
- Establish cross-functional understanding of user needs
Workshop Outcomes:
- Comprehensive journey map highlighting pain points
- Emotional touchpoints throughout customer interaction process
- Prioritized list of potential interventions
Quantitative Data Collection:
- Collected quantitative data to supplement qualitative insights.
- Analysed data to gain a holistic understanding of user experiences.
Design Process:
- Ideation and Collaboration
- Organized cross-functional design sprint
- Shared findings with backend developers, frontend engineers, and product managers
- Facilitated collaborative brainstorming sessions
- Generated 30+ potential solution concepts
2. Design Implementation
UX Metrics Defined:
- Task Success Rate
- Average Time on Task
- Error Rate
- User Satisfaction Score
- System Usability Scale (SUS)
Design Principles:
- Simplicity
- Contextual Information Hierarchy
- Minimized Cognitive Load
- Intuitive Workflow Integration
Images above: wireframes at different stages of feedback and co-creation sessions with Stakeholders
3. Usability Testing
- Conducted progressive and live environment testing
- Iterative design refinement
- Gathered real-world performance data
Transformative Outcomes:
1. Optimized Call Management
- Before: Average call wrap-up time = 3 minutes
- After: Reduced to 50 seconds
- Impact: 67% time reduction, increased agent productivity
Images above: High-fidelity mockups of Agent's main screen UI with closed phone application, during the call and after the call
2. Intelligent Task Allocation
- Automated task distribution based on:
- Agent ID
- Real-time availability
- Task complexity markers
- Improved team efficiency by 40%
Images above: High-fidelity screens of Team Lead or Head of department UI for creating custom application queues
3. Enhanced User Experience
- Streamlined interface reducing cognitive load
- Increased overall user satisfaction by 40% (CSAT score)
Before redesign 6.5/10
After redesign 8.5/10 - Reduced error rate by 45%
Before redesign 12-15%
After redesign 6-8%
Unexpected Opportunities:
Through our deep user research, we uncovered two strategic initiatives:
- Universal Appointment Slot Optimization
- Lead Quality Improvement Project
Conclusion:
This project exemplifies the transformative power of user-centered design in operational excellence. By prioritizing empathy, collaboration, and data-driven insights, we didn't just redesign a software tool—we reimagined how our Customer Care team operates.
Key Learnings:
- Deep user understanding is the foundation of meaningful design
- Cross-functional collaboration drives innovative solutions
- Continuous iteration is key to design success
Personal Reflection: As the design lead, this project reinforced my belief that great design is about solving complex problems with user-focused solutions and a collaborative approach.
Moreover through the opportunities emerged from the user journey and empathy mapping, two critical projects addressed problems regarding universal appointments slots and improving lead quality.
This case study highlights the importance of understanding user journeys, addressing pain points, and fostering cross-functional collaboration to drive positive outcomes in the realm of proptech and real estate customer support.