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Progress report for field agents

How can we motivate agents to achieve their targets earn maximum incentive?

The PSA Agent app earlier called the GG App was never been designed before it was only made for agents to use as a mode for form filling or uploading digital documents of any potential merchants. We need a product for tracking the target achievement of the service agent, which also helps and motivates them to perform better.

The fixed salary for agents was way lesser than their needs so the incentive earned was really important for them to earn some extra cash.

Existing Product

Role

UX Designer

Duration

3 months

Status

Launched

Platform

Identifying the problem

When the product managers told me they want to make a user target and achievements section in such a non-techy app, the first thing I did was to understand the user and how they work in a day. This was to understand if this section is even required or not and if it is what are their pain points, will they able to use such a product suddenly introduced to them. After that, I created a persona for them

28 years old
Ambitious, Tech-savvy, Sincere
Single bread bearer in his family
Team Lead Service Agent at Paytm

To perform well and earn maximum incentive
Give a good life to his family
Achieve growth in work life

The more targets he achieves the more incentive he will earn
Managing the agents under him and motivate them to perform better
The recent promotion has given bigger and better incentives

Merchants drop-offs after spending time and energy on them
Casual nature of few agents who don’t care about the job
Too much data filling at the end of the day to report everyday growth

Ravi Kumar

GOALS

FRUSTRATIONS

MOTIVATIONS

Research

I conducted face-to-face interviews with these service agents in Delhi NCR, to understand their pain points and user needs. We also observed how their interaction with the merchants and what issues were they facing while using the app to help or onboard merchants.

I made sure I met all the stakeholders to understand the business side of it and also review the data gathered by the backend where maximum drop-offs are happening.

This was their current method to manage targets and leads

Image 1:

This shows the progress of every agent under a team leads on

daily basis.

Image 2:

He has mentioned contact details of the potential merchants that might be onboarded on Paytm a.k.a leads

Image 3:

This page shows the progress or targets achieved by him in the month of September as the incentives are monthly basis

Business Goal

Loss of agents and hiring new ones due to target incompletion or demotivation is a long process and loses out a lot of muscle power for the hiring team.

Ideation

With the help of this research and the information provided by the various stakeholders, I came up with lots of insights. These insights helped me think of a structure using which I created an information architecture to come up with navigation and prioritizing task flows.

We had to look at the whole app as a new product as earlier it was only a mode of form filling for agents and save digital documents

We looked at some existing/competitor designs for benchmarking purpose

Gpay

Screenshot 2019-11-22 at 11.57.42 AM.jpg

Bharat Pe

Screenshot 2019-11-22 at 11.55.11 AM.jpg

Phone Pe

Screenshot 2019-11-22 at 11.56.32 AM.jpg

Screenshot 2019-11-22 at 11.57.10 AM.jpg

Design Solution

Agents can track their daily progress: The major issue in the current ways was agents had to write their progress every day. Now they can check every day how much they have achieved and plan the remaining month accordingly and reach their goal.

Earnings showed upfront: Agents' motivation to perform better is an incentive earned from achieving these targets. By mentioning it upfront they be motivated to earn more and in order to do so, they will want to complete their targets 100%.

Team tracking for Team lead: To solve the issue for a team lead to know what their agents are up to, I created a separate profile for them where they can see team targets and what all the agents have completed till now. This will help them understand who is performing good and who needs assistance to do better.