Manisha Casestudy

Overview

I led the design of BusinessNext’s native mobile App built to help Relationship Managers plan, execute, and track their daily field activities, AI features

ROLE

Product Designer

RESPONSIBILITIES

I led UX audits and user research to understand RM workflows and identify usability gaps, defined user personas, and analysed data to inform design decisions. I translated insights into wireframes and interactive prototypes, validated solutions through usability testing using Maze, and iterated on Figma based on feedback. In parallel, I designed scalable design system components and conducted competitive analysis to benchmark features and interaction patterns, ensuring consistency and alignment with product goals.

COLLABRATION

I collaborated with a lean, cross-functional team that included the VP of Product, Product Manager, 9+ Engineers. I led end-to-end design execution, working closely with engineering and product to align on requirements, validate solutions, and deliver the feature efficiently in a fast-paced, high-impact environment.

TIMELINE

8 Months

Persona Mapping

I began with user research, speaking with Relationship Managers (RM’s) across retail and corporate portfolios who regularly work in the field and rely on the BusinessNext mobile app for daily activities.

Journey Mapping

We created a user journey map to visualize the RM’s day from morning planning to end-of-day reporting.

Competitive Benchmarking

Key Learning

BusinessNext lacked a native route planning feature
No integrated punch-in/out with route context
No single view for daily field workload
Limited mobile-first execution compared to peers

Key insights (Design Kickoff Validation)

The user mapping and heatmap clearly showed that route planning and daily visibility were the highest-impact problems for RMs. These insights directly shaped the decision to introduce the BusinessNext RM Route Planner as a native mobile feature, ensuring higher adoption, better compliance, and measurable productivity gains.

Information Architecture

The CRM redesign was rolled out in phased releases to reduce risk and ensure operational continuity for relationship managers.

Started with high-impact workflows (Summary Dashboard, Lead Creation, Customer 360, Task Management, Appointmnet)
Conducted internal UAT sessions with QA & dev team
AB testing for modules
Gathered structured feedback through walkthrough sessions and usage analytics
Iterated quickly before full-scale rollout