Bijins RM App
Bijinis is B2B app for retailers and factories. Bijnis is revolutionising the way manufacturers operate and scale their factories by digitising their Demand/Supply/Capital/Operations. It has a motto to "Take Factories to the World". Bijnis has multiple platforms for Demand/Supply/Capital/Operations.
In this case study, I will be focusing on the Operation Side RM App to make sure, RM collects the maximum Gross Merchandise Value (GMV).
Role
- Product Designer & Researcher
- October 2023 - January 2024
Methods
User Research / User Interview / User Persona / User Flow / Product Design / Usability Testing
Tools
About RM App
The RM application functions as a dedicated CRM tool tailored for Relationship Managers (RMs) to efficiently handle leads (both existing Bijnis app users and potential users) and track orders. Beyond traditional CRM features, the RM app serves as a comprehensive guide for RMs, offering complete information on their daily tasks, targets, and providing insights into their performance and progress. This multifaceted tool empowers RMs to excel in their roles by offering guidance. Additionally, it assists Bijins Company in gaining deeper insights into RM activities, facilitating thorough work analysis, and providing valuable insights for enhanced sales product strategies.
Who are RMs
Relationship Managers play a crucial role in the success of the Bijnis Sourcing B2B app by acting as liaisons between the app and shop retailers. Their primary responsibility is to introduce the Bijnis app to retailers, encouraging them to place orders through the platform. Remarkably, RMs contribute significantly to the Net Gross Merchandise Value (GMV), responsible for 75% of its collection.
Roles and Responsibilities of Relationship Managers (RMs):- Introduction and Onboarding: Introduce Bijnis app to retailers, emphasizing benefits.Guide retailers through onboarding procedures.
- Driving Orders: Encourage and assist retailers in placing orders.Stay updated on market trends to advise on purchasing decisions.
- Repeat Buyer Engagement: Conduct regular meetings with repeat buyers.Address feedback to enhance their app experience.
- Order Delivery Monitoring: Ensure prompt and issue-free order deliveries.Collaborate with logistics to resolve delivery challenges.
- Problem Resolution: Act as a point of contact for issue resolution.Provide timely solutions for a seamless experience.
Problem Analysis
Business Problems
- Lack of transparency in tracking & understanding the work performed by Relationship Managers (RMs).
- The Gross Merchandise Value (GMV) has not demonstrated satisfactory growth, reflecting a crucial concern regarding the company's overall market competitiveness and revenue generation.
- Increasing NDR and RTO's.
- Unsatisfied customers experiencing lack of assistance from RM.
RM's Problems
- The application flow is identified as non-smooth, hindering RMs' efficiency.
- For Checking orders they need to navigate individual retailer profiles and use the retailer's app for order tracking, which isn't practical for regular use.
- Need to call Sales and Operations Team Leads for insights on trending products in a specific category.
- No information about logistics.
StakeHolder Interview
Stakeholder interviews are your UX compass. They help you navigate business goals, user needs, and technical constraints.Conducting them successfully ensures your design decisions align with both user expectations and business objectives. Some Stakeholder que and ans are listed below.
User Research
I interviewed around 12 to 16 RMs and TLs in different locations. I visited more than four cities, including Agra, Delhi, Amritsar, and Ludhiana. My intent was to conduct one-on-one interviews with each of them to understand their journey and how they are currently using the application, with the goal of identifying pain points.
I spent an entire day with them, even in the market, to observe how they approach retailers and how frequently they use the app. My main objective is to gain insights into the use of the app as perceived by RMs and TLs. To gather better insights and feedback, I prepared a list of questions to ask the RMs.
Quantitive Research
With the assistance of the Operations team, I successfully conducted a survey during the nationwide daily meeting for all RMs via Google Meet.
In this quantitative research, multiple questions were presented, and participants were asked to provide their responses by filling out forms.
Qualitative Research
During my field visits to multiple cities, I conducted one-on-one interviews with RMs to gain insights into their pain points, work behavior, psychological considerations, and expectations from the app. This approach aimed to provide a comprehensive understanding of the challenges they face and their requirements for an improved user experience.
- Which information you want to see on top?
- Is app is helping you to track your meetings and work?
- How do you decide which Retailer to visit today?
- What are your pain points you are facing due to app?
- How you keep yourself updated with Trendy products?
- How do you track your progress and incentives?
- What initiative you take to control cancellation of orders?
- What features/data you want in app which can help you?
- What are error or bugs you find in the current app?
- What according to you is the biggest reason for cancellation of orders?
- What keeps you motivated to collect more GMV?
Key Insights
- RM is using only 30% of app. They are using mostly the data on the first view, not scrolling to see the complete data.
- RM gets no help regarding daily meetings and which Retailer to choose.
- App should have buyer’s app action data
- Logistic are the biggest issue for order cancelation and order delay
- Low motivation to work more, as RM can’t see progress.
Empathy Mapping
User Persona
HMW Format & Prioritised Solution
Information Architecture
Dashboard
Problem - The data was cluttered, creating RMs to track progress and generate increased GMV.Solution - The new dashboard employs gamification to highlight RMs progress, encouraging better performance for enhanced incentives. It prioritizes key data at the top, ensures a clear section division for easy comprehension, and presents essential actions prominently, enabling RMs to achieve desired outcomes with a single click. To monitor progress, RMs can conveniently review data on a daily basis, facilitating a more informed and actionable approach.
All Orders
Problem - Monitoring orders through different stages poses a challenge for RMs, particularly in preventing cancellations, which demands meticulous attention.Solution - The order page consolidates crucial data, facilitating easy tracking for RMs with essential information on order placement and delivery. Addressing a major pain point, a logistics tracking and call feature has been incorporated, enabling RMs to ensure timely deliveries by coordinating directly with logistics partners. RMs have the ability to filter orders by status and placement time. Within the detailed view of a specific order, RMs can take various significant actions, including providing ratings, initiating a repeat delivery for Non-Delivery Report (NDR), and managing dispositions for orders on hold.
Daily Meeting
Problem - Effectively tracking RMs work requires them to meet 10 to 20 retailers daily. However, the absence of proper guidance hinders the meaningful completion of the meeting task, highlighting the need for clearer instructions or support mechanisms.Solution - The daily meeting serves as a comprehensive solution for RMs to identify low-hanging fruit—retailers who are likely to place orders easily. This page provides insights for a specific day, including retailers who added products, regular retailers yet to order, and follow-ups due. Such information aids RMs in prioritising meetings with retailers more inclined to place orders on that particular day.
Buyer's Action
Problem - How might we facilitate RMs in identifying retailers eager to place orders but in need of RM assistance?Solution - RMs serve as the primary interface between Bijnis and retailers. Many retailers prefer placing orders only after conversing with RMs. Observing retailer behaviour, where they load products into the truck but delay ordering, providing information about retailers with products in their trucks becomes crucial. This data empowers RMs to efficiently persuade these retailers to place orders, even through phone calls, eliminating the need for physical visits.
Product Insight
Problem - How might we help RMs to know market trending and most likely to get sold products?Solution : - To bridge the gap between our daily research on trending products and effectively communicating this information to Relationship Managers (RMs), we propose implementing the "Product Insight" feature. By integrating Bijnis' intelligent product insights with RM access, this feature will empower RMs to promote high-demand products, enhancing sales even with retailers initially uninterested in buying.
AB Testing
While developing the meetings page, I needed to assess which version is more effective in terms of saving time and providing clear, helpful data for our RM team's understanding Solution - The new dashboard employs gamification to highlight RMs progress, encouraging better performance for enhanced incentives. It prioritizes key data at the top, ensures a clear section division for easy comprehension, and presents essential actions prominently, enabling RMs to achieve desired outcomes with a single click. To monitor progress, RMs can conveniently review data on a daily basis, facilitating a more informed and actionable approach.
While distributing prototypes to a group of RM's, the majority chose VERSION B, finding it more helpful for checking and providing clear information on the data. With a clear data division between insights and follow-ups, it became easier for RMs to understand the status of retailers. The inclusion of order counts facilitates a clear comparison between visits and no visits, all while saving time on scrolling.
Usability Testing
Usability testing involves evaluating a product's ease of use by observing real users interacting with it, aiming to identify and resolve usability issues to enhance overall user experience. I have done internal testing by sending app to 20 RM’s including top and least performer.
Feedback and Feature Request.
- In progress section the division of Net worth should be visible based on Brands GMV and Factory GMV.
- After logistic the next biggest issue is sellers/factories, RM should be able to connect with seller to make sure dispatch is on time and order is correct.
- Better incentive plan for RM to be motivated and work hard.
- RM should be able to share new design to Bijnis operation team to solve Retailers issue in better level.
Lets Talk Numbers !
Ummmm, I wish I could, but you know the fuss about data, right? I’m not allowed to disclose the actual numbers 🥹.
But, this new flow indeed performed really well! 🤩
We launched this flow as an experiment to a small set of our users between Sept & Oct 2023, and then in November 2023, we scaled it to 100% of our users.
And as of December 2023, these are the results we observed:
That’s a wrap
This project marked my initiation into demand-based real-world design, and the experience has been incredibly enriching. From mastering the art of thinking from both the perspectives of RM and business, to adeptly managing and persuading numerous stakeholders, to tirelessly refining my skills through iteration, to meticulously analyzing and enhancing my work, to embracing feedback and crafting something truly remarkable - every step has been a whirlwind of learning and growth. It's been an exhilarating journey, and I've relished every moment of it.