How to make a customer fall in love with you through data?
We created a digital ecosystem to connect the B2B and the B2C through data visualization insights. This added a value proposition to the expensive rate that the bank gives to the real estate B2B products. On the other side of the B2C, the business needed to be more effective in converting rates to show more benefits to the B2B high rates and expensive services.
Bancolombia
Bancolombia
The company needs
To understand the business itself we know that the real interest was the B2B clients because they are the ones who own the economy of this area. Also, because they are so important to the company, the customer service was insane good for them and it was the most time-consuming for the same reason.
We started understanding the insights from these agents from the customer service team. They already knew the kind of information or data to share with the clients to make them forget about the high rates and fall in love with the service. There were different roles with different interests, and because of that we already knew that the platform would give a segmentation of data depending on the role.
To understand these segmentations we did some wireframes per role and interest, and then created an architecture that we tested with the wireflow.
The Challenge
The main challenge for the team was to deal with a hardcoded backend for all data collection, and that’s why we needed to rebuild it to be able to have proper material for the data visualization project. The user was having such a huge frustration with the real estate business because it was outdated. So in this case we needed to prioritize what kind of things we could transform to create a balance between the user and company’s needs. Also, there were non existence UI components in the design system for data visualization.
Role: UX Designer
Time: For 2 years launching new features every 3 months.
Design Team: Product Carlos Granada, CX Mariana Jimenez and Natalia Orozco.
Tools: Figma, Sketch, Miro, Google Slides, Microsoft Teams, and Jira.
Why?
In the real estate business, the constructors have a lot of uncertainty regarding the creation of new projects and their sales. This happens because this business needs a significant investment before starting a new project, which is why the constructors can use data that provides tools in planning, construction, and commercialization in favor to know their day-by-day decision-making.
The user’s needs
The direct contact from the company to the bank was always the financial area, but what really happens when a new project is coming is that it takes a lot of different areas to make a decision. We understood that the constructors were our main clients but they are not the only party involved. So we digg into our clients data base and segmentated the companies that this platform would be more interesting to start contacting them.
Once we already got a prototype we started testing it with some of the different roles to segmentate the data. We got aroung 10 companies participating and in each company we got 3 different roles to test with. We did cart sorting (hibrid) in the first round of test and then usability test on the second round.
Our main insight was related to the types, sizes, or societies per project that made the main difference of the data segmentation per role. Every company or constructor can describe differences in the types of roles and tasks each employee has, for us this was highly relevant to understand that it is not a single person making decisions. Specifically in the day-to-day tasks, there is always more than one person involved and this was our key for implement details and features to make sure it was shareable information. This helped to understand the format needed for the information to be shared between teammates and committees so the data-based decision-making is happening with strong arguments in relevant places.
A data-rich platform for B2B clients with shareable reports.
Different info depending on the type of business
The difference between the type, size, or society of the constructors can describe differences in the types of roles and tasks each employee has. That's why it is highly relevant to understand that it is not a single person making decisions about the day-to-day tasks, there is always more than one person involved. This helps to better understand how information needs to be shared between teammates and committees so that data-based decision-making is happening with strong arguments and everyone involved.
1. For the financial and structured areas
The first report is about the competition of a specific zone so the constructors can know how the distribution of the area they are working in.
2. For the marketing research
This is a report of all the descriptions of potential clients that match the project characteristics so the marketing area can specify its advertising strategy. Also, this helps to understand the number of people who could be interested and could afford it as an estimation.
3. For those first ideas between sales and financial areas
Here you can add all the characteristics of a new project by knowing what is going on in the area. This functionality can help out to the constructors to know how many potential clients they have, just by writing down the characteristics.
Something was missing
Based on the usability tests and how the prototype was so practical for the users we started understanding better how to divide by MVP and the priority of the next features. When we launched the product and understood that the information was not changing for periods of time depending on how the databases were getting updated so we needed real-time data. As we were asking what kind of data was more important to have in our hands we knew, based on the interviews, that the priority was Marketing research. So getting deeper into the data that we showed on the marketing research was impacting the estimation of the people interested that could afford the project.
We asked ourselves, how can this data be in real-time instead of an estimation?
The answer: A marketplace for interested people to see if they could have approval on a credit for the house or apartment they are interested in.
Here the ecosystem started, we already knew that the real time data was coming from the marketplace and we just needed time to implement it.
We did implement it!
By doing this we create a full digital ecosystem that is helping the B2C real state business to be more efficient, and the B2B to have relevant information for the decision making. We started being 3 people on this team and we ended up being 6 for the maintenance of the whole ecosystem. This was just the MVP of the main products that was for the B2B customers but it grew naturally with the user needs which is getting improved in every launch.
Learnings
What I personally learned from this process was to take every step really easy and also to always have good energy even in the most frustrating process. This is going to help the team’s vibe always to have a smile and learn that a team is always rising or falling together. In this case, was beautiful the way we helped each other and I admire each of them so much. This was my most difficult challenge and now I am a better person because of it. I learned how to deal with tech stoppers, difficult third parties, and also with frustrating processes. We were a support system after all and we needed to know how to deal with stressful times.
Thanks for reading and hope you enjoy your life!