1. Introduction

1.1 Project Overview

DSFind is a mobile app designed to empower Feet-on-Street (FOS) salespeople with high-quality leads for selling business loans and current accounts. The project aims to focus on user needs and business impact to create a new version of the app, increasing reliability and driving more conversions. By enhancing the app’s usability and efficiency, the goal is to increase sales conversions and improve sales efficiency, ultimately ensuring that banks continue renewing their membership with DSFind.

2. Objectives

2.1 Primary Goal

Develop a new version of DSFind that enhances reliability, drives user adoption, and increases sales conversions, ensuring sustained engagement from banks.

2.2 Key Questions

• How can we make DSFind indispensable for FOS sales teams?

• What features will maximize sales efficiency and increase reliability and blend in the banking sales ecosystem to become irreplaceable?

3. Process & Tasks

3.1 Stakeholder Mapping

Key Stakeholders:

• Decision Makers: Sales Leadership

• Users: FOS, Branch Managers, Regional Heads/Managers

• Influencers: Channel Partners.

3.2 User Research & Insights

• Conducted Survey with 200+ Users.

  

  
  

  
  

  
  

• Conducted Interviews with 40+ Users.

  

  
  

• Pain Points Identified:

  • Inaccurate addresses in navigation.

  • Data Provided by HQ is in excel format, difficulty in working on those leads, since manual google maps search is required.

3.3 Personas

• Ritika Kumari (FOS): Needs accurate leads and incentive-linked features.

• Sudha Singh (Branch Manager): Requires team tracking and actionable data.

3.4 Journey Mapping

• Day in the life of an FOS:

  

4. Solution Design

4.1 Hypothesis Validation with Users

FOS Projected Benefits:

• Helps me locate the business address better.

• Helps me gather data of prospects I find during a visit.

• Helps me justify my efforts to my manager to show actions performed through DS Find.

• Helps me maximize on my incentives by motivating me to keep using the app.

• Helps with pushing leads to the CRM, hence reduces time of manually entering lead information.

  
  

Branch Manager Benefits:

• Helps me track my team's efforts & outcomes in DS Find App

• Helps me analyse leads and assign these leads to  my team

• Helps me stay up to date if my team  members request a Joint Visit with a client

• Helps me assign actionable GST and MCA data to my team

4.1 Feature Prioritization

📍 Address Finding (Priority 0)

• Front-End Solution: Integrated Google Maps with an Address Popup to enhance ease of address selection and location accuracy.

• Data Accuracy Enhancement: Implemented 150x150m Geo Hashing and landmark mapping (in collaboration with the Data Science team) to improve latitude-longitude precision, ensuring better address validation and reliability.

📥 Leads Pushed from HQ (Priority 1)

• Seamless Lead Assignment: Enabled Excel upload capabilities on the dashboard to allow HQ teams to assign leads directly through the app, improving efficiency in lead distribution.

• Better Lead Management: Introduced a separate "Leads from HQ" category within the Leads Page to clearly differentiate and track centrally assigned leads.

• Maintain Action Log: Sales Executives can show this action log to branch managers showing productivity and Managers can track overall team productivity from the app too.

👤 New User Inclusion: Branch Manager Dashboard

• Team Performance Tracking: Designed a Branch Manager Dashboard for tracking team activities, including daily calls, visits, and other key performance metrics, accessible directly from the mobile app.

• Business Data Integration: Enables Branch manager to push excel data in apps for Sales Executives (FOS) to start taking action on new leads from HQ.

• Joint Visit Tracker: Notifies and Reminds Branch manager on Joint Visits and enables them to keep a track of Visit Activities apart from their daily management tasks.

5. Results & Impact:

Conducted user surveys during the research phase and post-launch of the app's second version. The results showed an 11.2% increase in user satisfaction and a 23% improvement in users successfully finding addresses due to enhanced navigation features and improvements.