Following the COVID-19 pandemic, Hugo Boss sought to refine its customer outreach strategies using the Mocca app, designed to streamline client management and communication. Despite its potential benefits, the app's features, particularly the "My Client List," were not being fully utilised.
Sales team members faced challenges with the "My Client List" feature, finding it complex and inefficient for managing and contacting clients. The tool's underutilisation hindered their ability to meet sales targets and build strong customer relationships.
To understand these issues, I conducted a discovery phase that involved observing sales staff using the Mocca app and gathering insights through informal discussions. I created a problem prioritsation matrix, which helped focus on the "My Client List" feature due to its high impact on both users and the business.
I facilitated a problem statement workshop to explore how sales representatives used the "My Client List" feature. The outcomes highlighted key user pain points, including difficulties in identifying and contacting clients, lack of perceived value in the tool, and the need for a more intuitive interface.
How do sales representatives identify which clients to contact?
What improvements can be made to enhance the usability and efficiency of the "My Client List" feature?
How can we facilitate better client recognition for sales representatives?
What strategies can increase the perceived value of the app for sales team members?
How can we streamline communication processes within the app?
I conducted five qualitative interviews with a mix of full-time and part-time sales reps to understand their experiences and attitudes toward the app. This qualitative data, paired with empathy mapping, helped validate user needs and expectations.
I led a brainstorming session with the sales team and, through research and collaboration with management, I drafted two interface concepts. Usability testing showed positive feedback for both. I then created UX prototypes for further testing and iteration with the sales team. After several iterations, we developed two viable options and invited the sales staff to try out a prototype of the improved idea.
Our users need an enhanced 'My Client List' feature that simplifies client identification, improves usability and efficiency, incorporates visual recognition elements, showcases the app's financial value, and streamlines communication processes for sales representatives.
Simplifies client identification: Clearly mark clients' consent status and Incorporates visual recognition elements.
Showcases the app's financial value: Showcase sales history on the landing page.
Improved Filtering: Enhance filters for easy client identification.
Simplified Navigation: Streamline access to communication channels without repeated logins.
Clearly mark clients' consent status. Incorporate visual elements, such as customer photos, to facilitate better recognition and personalization during interactions.
Enhance filters for easy client identification.
Showcase sales history on the landing page, address the lack of perceived value in the app by showcasing features that demonstrate the financial potential of maintaining client relationships.
Streamline access to communication channels. Create a more intuitive way for users to send personalized messages and track communication efforts without multiple logins or unnecessary navigation.
One of the biggest challenges was gathering data without formal permission or access to documentation. I overcame this by aligning with the store's general manager and maintaining a user-centric mindset. As a result of the research, we observed a positive attitude shift among the sales team, giving them a better understanding of the app and its purpose, which led to improved communication and contributed to a 10% increase in the store's Net Promoter Score.
By addressing the challenges faced by the sales team, our solution improved Mocca's utilisation and ultimately enhanced sales performance for Hugo Boss once it is implemented. This case study demonstrates the importance of understanding user needs and tailoring solutions to specific business challenges.
