Business Challenge

We were engaged to design a single Contacts application for users from all market asset groups – e.g. equities, FX, emerging markets. The new application would interface with two legacy CRM / directory systems. Users would need fast, elegant click-to-dial and click-to-mail functionality; they would need to be able to search and add combinations of individuals and groups quickly and intuitively; and they would need to create and/or access call reports quickly.

The system itself would need to be designed to anticipate future business requirements, user requirements, and developments in communication technology.

And the solution would need to be compliant with the design strategy, application management and distribution network of the business unit and the global organisation.

Solution

Conducting extensive research in the environment where this application would be used, we discovered that users prioritise speed and intuitive controls above all else. They need reliable tools that look good; and they accept complexity if it delivers a superior experience, but the grace period is typically short. Users are willing to put a little effort into engaging with a new system, but they expect efficiency and tangible rewards in return. Different trading groups have discrete requirements, but desktop real estate is at a premium for all groups.

We designed a desktop Contacts App, with a small footprint, which is interoperable with other company Apps. Complex tasks are reduced to a few clicks, and users can now find personal contacts, team contacts, company contacts and company groups in record time; and interact with them via mail, phone, IM or any other channel the underlying technology can (or will) support.

In order to retain the complexity while simplifying the interaction, we recycled interaction modes already familiar to these users – from mobile phones and consumer web sites, for example – such as drag and drop, drawer mechanisms and concertinas.

We documented the design in a sequence of personas, user journeys, wire-flows,  wireframes, visual designs and development specifications, allowing us to build quickly on our research findings to produce final App designs. This, in turn, helped our client manage its internal review and sign-off processes, and its build schedule.

Result

We designed a useful and successful  App, thoroughly documented, and we delivered it on time and on budget.

The Contacts App was described by company insiders as “the coolest thing ever”, but the real win for our client – and for us – was the reception from users. Traders are among the most emancipated of workplace users. If they don't like a tool they simply won't use it. Instead of forcing itself on a captive audience the App succeeded in stopping traders in their tracks. They download it and they use it. From start to finish, this was an excellent example of evidence-based, user-centred design adding value to users, to the business, and to the bottom line.