During the bootcamp, I was challenged to identify a UX problem from a workplace digital tool. This wasn’t just an academic exercise, it was a real-world issue I had encountered while working at Hugo Boss.
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.
Hugo Boss, sales team (Sloane square) experiencing significant challenges with the "My Client List" feature in the Mocca app due to inefficient navigation. The need to constantly switch between the "My Client List" and client dashboards makes managing client relationships laborious and time-consuming, hindering their ability to focus on outreach and meet sales targets.
To redesign the "My Client List" feature in the Mocca app to make it intuitive and efficient, enabling sales team members to manage client relationships seamlessly, improve outreach effectiveness, and ultimately drive higher sales and customer satisfaction.
To address the challenges with the Mocca app, I conducted an audit and used an action prioritisation matrix to identify the "My Client List" feature as the most impactful for improving user and business outcomes.
Observing sales staff in action, I noted pain points such as difficulty identifying clients and a lack of perceived value in the feature. Through direct engagement and a collaborative workshop with sales representatives and managers,
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 clarified the problem’s context, identified when and where it occurred, and highlighted its potential value.
The feature was cumbersome, making client identification and outreach inefficient.
Low perceived value led to minimal adoption, reducing its ability to drive sales and engagement.
Users needed a way to prioritise clients for outreach effectively.
I went back to my interviews and created a board with all the information I collected in it. I separated it into key takeaways -Things I thought were important; pain-points, everything they mentioned that made their experience feel uncomfortable; surprises, things I was not expecting to hear and that I thought were surprises and finally key quotes word by word of what they were feeling and thinking.
After the cluster of the information in hands I was able to create an empathy map that reflects what the sales team go through during their daily workflow, I also create a journey map to further clarify and understand my users pain point.
To truly connect with our user and understand his daily experiences without bias, I created a storyboard. This tool allowed me to visually capture sales team routine, challenges, and emotions, helping me empathise with his frustrations and better address his needs.
Next, I brainstormed and ideated on what a sales team journey might look like in the future when she starts using my solution. This exercise allowed me to envision how her day-to-day challenges could be transformed, providing clarity and focus. As a result, I was able to craft a clear and actionable problem statement for the sales team.
A simple, intuitive filtering and search functionality to help users quickly identify relevant clients based on criteria like recent interactions, sales potential, or tags.
They needed a quick way to focus on 2–3 customers daily to meet their KPIs without scrolling through the entire list
Users need to reduce the time spent scrolling through long lists of clients.
They need a quick access to relevant client data without unnecessary steps.
The function should be easy to use, without having to be navigating to multiple page before identifying a client to contact.
Users need the ability to filter clients based on criteria such as: Recent interactions.
Sales potential or priority levels.Custom tags (e.g., VIP, frequent buyer, new customer).
Users need client information to be displayed clearly (e.g., last purchase, notes, last visited) to help them decide who to contact and why.
Users need to align their filtering and search results with daily outreach goals to meet their key performance indicators (KPIs).
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.
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.
