Portail Vie Courante

CRM Interface for Retail Client Advisors
Company
EDF
Date
2023-2025
Methodologies
Design Thinking
Doubel Diamond UX
Agile SAFe
Languages
Angular

Project Context

Progressive redesign of the CRM used by retail client advisors, in an Angular environment. Designed for EDF’s retail client advisors, this CRM aims to facilitate the upselling of services such as Breakdown Assistance, Energy Insurance, and Remote Surveillance, as well as managing monthly payments and client consumption. Carried out as Lead OPS and product designer, the project is part of an effort to optimize the ergonomics of an existing business tool, which was previously underutilized by users who preferred alternatives deemed more intuitive (under SAP). Conducted in collaboration with an EPIC’s Owner, a solution architect, a Product Manager and a Product Owner from the responsible technical team, the project started in December 2023, in an agile SAFe context.

Objectives

  • Improve the ergonomics and readability of existing journeys.
  • Increase the usage rate and sales of services.
  • Integrate new functionalities while considering the CRM’s technical constraints.
  • Establish a sustainable work framework via a Design OPS process.

Project Lifecycle

Design thinking for the first global redesign as Lead OPS and Product:

  • Strategic needs framing with the business.
  • Ergonomic audit of the existing system in the initial project phases.
  • User interviews, analysis, and results presentation in the initial project phases.
  • Creation of user journeys and user flows.
  • Co-creation workshops with solution architect, EPIC’s Owner, Product Manager, Business Owners, and business experts.
  • Creation of functional prototypes for user testing.
  • RGAA Design and content accessibility diagnostics.
  • User testing.
  • Journey delivery, graphical review, and RGAA Dev diagnostics.

Double Diamond UX for CAPA evolutions as product:

  • Co-creation workshops with solution architect, EPIC’s Owner, Product Manager, Business Owners, and business experts.
  • Creation of functional prototypes for user testing.
  • RGAA Design and content accessibility diagnostics.
  • User testing.
  • Journey delivery, graphical review, and RGAA Dev diagnostics.
  • Active participation in business framing of new CAPAs with the core team on weekly points.
Expertise Employed
  • Team management
  • UX Research
  • UX Design
  • UI Design
  • Advanced Prototyping
  • User Testing
  • Delivery for development
Tools
  • Figma
  • Figjam
  • Maze
  • Microsoft Office
  • Klaxoon
Results

After just one year of continuous improvements in CAPA, for the journey, we recorded:

  • +45% of contracts created.
  • +90% tool usage rate, preferred over SIMM (SAP).
  • +35% of recommended service package sales.