IRIS - Streamlining back-office tools to create a
more robust system for internal stakeholders
IRIS - Streamlining back-office tools to create a more robust system for internal stakeholders
Redesigning our back-office tools to align with business needs, eliminate expensive
third-party CRM dependencies, and boost customer support efficiency by 80%
Redesigning our back-office tools to align with business needs, eliminate expensive
third-party CRM dependencies, and boost customer support efficiency by 80%
Redesigning our back-office tools to align with business needs, eliminate expensive
third-party CRM dependencies, and boost customer support efficiency by 80%
Background
Behind every B2C product is a suite of back-office tools that support its operation ranging from customer support systems
that resolve issues and manage communication, to admin dashboards that track key metrics like signup rates, abandonment,
and transactions. These tools will also include compliance platforms to verify user eligibility, and sales or marketing systems
that sync with the product to deliver promotions and marketing materials.
Behind every B2C product is a suite of back-office tools that support its operation ranging from customer support systems
that resolve issues and manage communication, to admin dashboards that track key metrics like signup rates, abandonment, and transactions. These tools will also include compliance platforms to verify user eligibility, and sales or marketing systems that sync with the product to deliver promotions and marketing materials.
Behind every B2C product is a suite of back-office tools that support its operation ranging from customer support systems
that resolve issues and manage communication, to admin dashboards that track key metrics like signup rates, abandonment,
and transactions. These tools will also include compliance platforms to verify user eligibility, and sales or marketing systems
that sync with the product to deliver promotions and marketing materials.
The Problem
These tools operate independently and asynchronously, resulting in significant costs for the business especially when many
offer only a single feature, yet charge per user for a full suite of capabilities the business doesn't need. Switching between
multiple platforms also disrupts workflow, causing the support team to lose context and prolonging the time it takes to
complete tasks efficiently.
These tools operate independently and asynchronously, resulting in significant costs for the business especially when many
offer only a single feature, yet charge per user for a full suite of capabilities the business doesn't need. Switching between
multiple platforms also disrupts workflow, causing the support team to lose context and prolonging the time it takes to
complete tasks efficiently.
These tools operate independently and asynchronously, resulting in significant costs for the business especially when many offer only a single feature, yet charge per user for a full suite of capabilities the business doesn't need. Switching between multiple platforms also disrupts workflow, causing the support team to lose context and prolonging the time it takes to
complete tasks efficiently.
The Solution
The solution was to redesign the back-office system using the existing tool as a foundation, expanding it to accommodate the needs of multiple teams. The goal was to create a unified platform where each team member could access the specific tools they need to support customers effectively. The new system is modular configurable based on team roles and responsibilities while also incorporating role-based access control to ensure proper permission management
The solution was to redesign the back-office system using the existing tool as a foundation, expanding it to accommodate the needs of multiple teams. The goal was to create a unified platform where each team member could access the specific tools they need to support customers effectively. The new system is modular configurable based on team roles and responsibilities while also incorporating role-based access control to ensure proper permission management
The solution was to redesign the back-office system using the existing tool as a foundation, expanding it to accommodate the needs of multiple teams. The goal was to create a unified platform where each team member could access the specific tools they need to support customers effectively. The new system is modular configurable based on team roles and responsibilities while also incorporating role-based access control to ensure proper permission management
My Role
My Role:
As the lead designer, I engaged with all key stakeholders to understand their context, goals, and behaviours. I defined the overall design direction, created interactive prototypes, and developed research materials to inform and guide the project. Additionally, I produced a design strategy document outlining our vision and principles, ensuring alignment and consistency across all teams.
Beyond design I was also responsible for:
Strategic Oversight: Defining the project vision, goals, and success metrics.
Cross - Discipline collaboration: I work closely with Engineers (Backend- and frontend) to accommodate technical requirements.
Stakeholder Management: Aligning input from executives and ensuring project alignment.
My Role:
As the lead designer, I engaged with all key stakeholders to understand their context, goals, and behaviours. I defined the overall design direction, created interactive prototypes, and developed research materials to inform and guide the project. Additionally, I produced a design strategy document outlining our vision and principles, ensuring alignment and consistency across all teams.
Beyond design I was also responsible for:
Strategic Oversight: Defining the project vision, goals, and success metrics.
Cross - Discipline collaboration: I work closely with Engineers (Backend- and frontend) to accommodate technical requirements.
Stakeholder Management: Aligning input from executives and ensuring project alignment.
As the lead designer, I engaged with all key stakeholders to understand their context, goals, and behaviours. I defined the overall design direction, created interactive prototypes, and developed research materials to inform and guide the project. Additionally, I produced a design strategy document outlining our vision and principles, ensuring alignment and consistency across all teams.
Beyond Design I also was as responsible for
Strategic Oversight: Defining the project vision, goals, and success metrics.
Cross - Discipline collaboration: I work closely with Engineers (Backend- and frontend) to accommodate technical requirements.
Stakeholder Management: Aligning input from executives and ensuring project alignment.
The Impact
64.5% decrease in Average Handling time
40% decrease in cost spent on third party tools
52% increase in Operational efficiency by the Customer Support team
64.5% decrease in Average Handling time
40% decrease in cost spent on third party tools
52% increase in Operational efficiency by the Customer Support team
64.5% decrease in Average Handling time
40% decrease in cost spent on third party tools
52% increase in Operational efficiency by the Customer Support team
Research - Understanding the needs of the Key stakeholders
I conducted usability interviews where users navigated both the old and current wallet screens to complete key tasks. The goal was to assess The goal of this research was to understand how support teams carry out their tasks and to gain insights into the roles of other stakeholders involved in monitoring or managing support operations.
Key actions taken:
Conducted interviews with customer support agents, team leads, product managers (PMs), and operations teams.
Observed support teams directly at their workstations to understand their workflows and pain points.
Synthesised findings into actionable insights to inform the design process.
Developed recommendations and proposed a new user flow that diverges from the fragmented platforms currently used to manage user issues and complaints.
I conducted usability interviews where users navigated both the old and current wallet screens to complete key tasks. The goal was to assess The goal of this research was to understand how support teams carry out their tasks and to gain insights into the roles of other stakeholders involved in monitoring or managing support operations.
Key actions taken:
Conducted interviews with customer support agents, team leads, product managers (PMs), and operations teams.
Observed support teams directly at their workstations to understand their workflows and pain points.
Synthesised findings into actionable insights to inform the design process.
Developed recommendations and proposed a new user flow that diverges from the fragmented platforms currently used to manage user issues and complaints.
I conducted usability interviews where users navigated both the old and current wallet screens to complete key tasks. The goal was to assess The goal of this research was to understand how support teams carry out their tasks and to gain insights into the roles of other stakeholders involved in monitoring or managing support operations.
Key actions taken:
Conducted interviews with customer support agents, team leads, product managers (PMs), and operations teams.
Observed support teams directly at their workstations to understand their workflows and pain points.
Synthesised findings into actionable insights to inform the design process.
Developed recommendations and proposed a new user flow that diverges from the fragmented platforms currently used to manage user issues and complaints.
Design Approach - Key features
Analytics Dashboard: Customised analytics tailored to stakeholder needs, providing an overview of customer behaviour, transactions, sign-up numbers, and more.
Unified Customer View: A comprehensive 360-degree customer profile accessible to all teams, with visibility and data filtered based on team roles and permissions.
Email Integration: Seamless email management within IRIS, allowing team members to read and respond to emails without leaving the platform.
Permissions & Role Management: Stakeholders can customise user roles and access permissions during onboarding to fit their specific team requirements.
App Store Review Integration: Customer support teams can view and respond to app ratings and user comments directly from IRIS.
Analytics Dashboard: Customised analytics tailored to stakeholder needs, providing an overview of customer behaviour, transactions, sign-up numbers, and more.
Unified Customer View: A comprehensive 360-degree customer profile accessible to all teams, with visibility and data filtered based on team roles and permissions.
Email Integration: Seamless email management within IRIS, allowing team members to read and respond to emails without leaving the platform.
Permissions & Role Management: Stakeholders can customise user roles and access permissions during onboarding to fit their specific team requirements.
App Store Review Integration: Customer support teams can view and respond to app ratings and user comments directly from IRIS.
Analytics Dashboard: Customised analytics tailored to stakeholder needs, providing an overview of customer behaviour, transactions, sign-up numbers, and more.
Unified Customer View: A comprehensive 360-degree customer profile accessible to all teams, with visibility and data filtered based on team roles and permissions.
Email Integration: Seamless email management within IRIS, allowing team members to read and respond to emails without leaving the platform.
Permissions & Role Management: Stakeholders can customise user roles and access permissions during onboarding to fit their specific team requirements.
App Store Review Integration: Customer support teams can view and respond to app ratings and user comments directly from IRIS.
What did we ship
Analytics Dashboard: Customised analytics tailored to stakeholder needs
Analytics Dashboard: Customised analytics tailored to stakeholder needs
Analytics Dashboard: Customised analytics
tailored to stakeholder needs
Unified Customer View: A comprehensive 360-degree customer profile accessible to all teams,
Unified Customer View: A comprehensive 360-degree customer profile accessible to all teams,
Unified Customer View: A comprehensive 360-degree
customer profile accessible to all teams,
Messaging: In-app chat with Customer, Edit chat, Upload file, Assign chat.
Messaging: In-app chat with Customer, Edit chat, Upload file, Assign chat.
Messaging: In-app chat with Customer, Edit chat,
Upload file, Assign chat.
E-mail: Send, Reply, forward mail, upload Document
E-mail: Send, Reply, forward mail, upload Document
E-mail: Send, Reply, forward mail,
upload Document
App Review: IOS and Android review, reply app store comment.
App Review: IOS and Android review, reply app store comment.
App Review: IOS and Android review, reply
app store comment.
Usability testing: Refining the Experience
Usability testing: Refining the
Experience
During prototype testing, I collaborated closely with the compliance, customer support, engineering, and
sales & marketing teams. Their feedback resulted in two key improvements
Information Architecture: The first iteration of the navigation was overwhelming and failed to accommodate all necessary pages effectively. To address this, I conducted a card-sorting session with the team to create more logical groupings. I also introduced a collapsible navigation bar to optimise the experience across different device viewports
Third party API integration: Integrating with a third-party API required specific validations, such as API keys or passwords for each request. Through collaboration with the development team, I identified this requirement early on and adjusted the onboarding flow to seamlessly incorporate these validation steps
During prototype testing, I collaborated closely with the compliance, customer support, engineering, and sales & marketing teams. Their feedback resulted in two key improvements
Information Architecture: The first iteration of the navigation was overwhelming and failed to accommodate all necessary pages effectively. To address this, I conducted a card-sorting session with the team to create more logical groupings. I also introduced a collapsible navigation bar to optimise the experience across different device viewports
Third party API integration:Integrating with a third-party API required specific validations, such as API keys or passwords for each request. Through collaboration with the development team, I identified this requirement early on and adjusted the onboarding flow to seamlessly incorporate these validation steps
During prototype testing, I collaborated closely with the compliance, customer support, engineering, and
sales & marketing teams. Their feedback resulted in two key improvements
Information Architecture: The first iteration of the navigation was overwhelming and failed to accommodate all necessary pages effectively. To address this, I conducted a card-sorting session with the team to create more logical groupings. I also introduced a collapsible navigation bar to optimise the experience across different device viewports
Third party API integration: Integrating with a third-party API required specific validations, such as API keys or passwords for each request. Through collaboration with the development team, I identified this requirement early on and adjusted the onboarding flow to seamlessly incorporate these validation steps
Key Learnings and Takeaways
Redesigning a complex CRM platform involving multiple stakeholders with tight constraints can be challenging but i was able to balance needs the key learning include
Researching: Researching new domains like API integration, permission and role based interface allows me to learn and stay informed to design intuitive solutions.
Cross-Team Alignment: Regular sync sessions ensure alignment between product, design, and engineering teams throughout the project.
Redesigning a complex CRM platform involving multiple stakeholders with tight constraints can be challenging but i was able to balance needs the key learning include
Researching: Researching new domains like API integration, permission and role based interface allows me to learn and stay informed to design intuitive solutions.
Cross-Team Alignment: Regular sync sessions ensure alignment between product, design, and engineering teams throughout the project.
Redesigning a complex CRM platform involving multiple stakeholders with tight constraints can be challenging but i was able to balance needs the key learning include
Researching: Researching new domains like API integration, permission and role based interface allows me to learn and stay informed to design intuitive solutions.
Cross-Team Alignment: Regular sync sessions ensure alignment between product, design, and engineering teams throughout the project.