About fct
FCT provides industry-leading title insurance, default solutions and other real-estate-related products and services to approximately 450 lenders, over 44,000 legal professionals and 5,000 recovery professionals, as well as real estate agents, mortgage brokers and builders, nationwide.
FCT developed CARE as a customer relationship management (CRM) platform where employees could create remarkable experiences with their customers by “creating a story” in situations which ranged from celebrating a client's wedding by sending a floral arrangement or reimbursing a client for a late transaction fee. CARE is the platform that allows employees to conduct these transactions and manages all of the associated information.
Project Overview
I was the project lead on the redesign of the CARE platform for the customer experience department. The primary focus of the redesign was to enhance the on boarding process, dashboard analytics, and client management functions. The ways I supported the redesign included: creating a new login & user creation menu, redesigning the dashboard interface, and restructuring the information architecture and logic of search, filter, and edit functions.
The results generated a 40 % usage increase and reduced customer service related email volume by 30%
*Due to the confidential nature of the platform my primary focus will be the on-boarding process*
Problem Space
The CARE platform is utilized by employees with varying roles and knowledge of the platform. Although, CARE can create remarkable experiences for FCT customers, the existing user flow, interface, and on-boarding process can create an unremarkable experience for its everyday users.
The main issue identified by users was the lack of autonomy when completing tasks or creating an account during the on boarding process.
Current Situation: Creating an Account
The primary issue identified by both administrators and users was the lack of autonomy when completing tasks during onboarding and regular transactions. The administrator is responsible for multiple accounts and monitoring various transactions making it easy for them to become overwhelmed with tasks that can be automated.
The current process to create an account created large email backlogs and resulted in delays for users to conduct transactions. The administrators had to manually enter employee information and send temporary login details to each user. There is no prompt to create a security question or change the temporary password, thus when the password expires after 30 days or the user forgets their login in, they must email the administrator to reset the whole account and begin the process from the beginning.
The administrator was responsible for reviewing or approving basic user tasks before they could proceed, making standard users tasks dependent on the sole platform admin. The users and administrators would switch between various platforms to complete one task, detracting away from the overall user flow.
Proposing a Solution
The solution was to create an on boarding flow that allowed users to create their own account without requiring administrator approval. The sign up process requires a two step authentication via email because the system deals with confidential information, thus I tried to reduce the amount of steps in the procedure while still adhering to security protocols.
The user flow below is of the proposed process for user on boarding
Information Architecture
The information gathered from the observational analysis and card sorting activity determined that this method of login management was the most efficient to use among new and existing users.
Mock ups
The mockup below displays the proposed UI for the on boarding and password process. Once the user creates an account they are able to access the dashboard and other features on the platform.
Users are able to review story statistics for their department and access various functions that pertain to managing and tracking client transactions.
"Create Story" allows users to conduct transactions that are sent to clients within the system.
Research
I conducted a multi-methodology research effort to better understand how users interacted with the platform and how the platform affected overall customer satisfaction. The research consisted of a customer survey, user survey, observational analysis, and user interviews.
The Customer Survey received 300+ responses which utilized client comments to overall satisfaction and any identify pain points resulting from the platform. The data from this survey was referenced with financial sales data which allowed me to:
• Segment clients into revenue brackets based on Net Promoter Score & customer satisfaction score
• Identify users who received low feedback scores from customers to conduct further research on
• Assess correlations between overall customer satisfaction and year-over-year sales volume
The observational analysis allowed me to understand the tasks that various employees had to complete based on their role. I used Optimal Workshop to conduct card sorting activities to assess the site information architecture, and I was able to compare the amount of the amount of time, and attempts it took employees to complete a task based on their experience using the platform.
The insight received was further supported by employee interviews and surveys. It was evident that newer employees needed to be better educated on how to properly use the platform to avoid any errors that were identified by clients in the initial customer survey.
