Company description
Sberbank is a leading Russian financial ecosystem, the largest bank in Russia and Eastern Europe. It is the third largest in Europe, ranked 59th in the world and first in central and Eastern Europe.
Sberbank has become one of the most productive technology companies over the last ten years.
Product overview
My team developed a mobile application Sber CRM from scratch. The product makes use of React Native technology.
Sber CRM helps entrepreneurs and their employees to optimise their business processes.
The product also allows a customer to automate sales, build relationships within projects and deals, track task assignments and deadlines, check counterparties and forecast company revenues.
SberCRM Mobile support and deliver all of the options and customisations that are available on the web product.
Real-time case study demo:
A supervisor assigned a task to a manager on the desktop version of SberCRM, and the manager received a push notification in the mobile app and worked with the assigned task
My role
As a Senior Product Manager I was responsible for assembling a team, defining the vision, launching and improving a complex scalable CRM mobile application.
The first steps
I faced a real problem.
On the one hand, I had to create a universal mobile application from scratch that could support the widest customisation of the web product possible.
On the other hand, I wanted to create a lightweight and convenient mobile application that would meet the users' needs for working on a smartphone.
What did I do?
Identified the target audience of the product.
Formulated potential user segments and their needs.
Evaluated competitors, identifying the top 5 main competitors in terms of: mission, monetisation model, functionality, differences from the web version and other criteria.
As part of customer discovery, I formulated a list of hypotheses, found respondents and conducted in-depth interviews with different segments.
For example, users of competitive products, users of our web product and others.
The key question I was interested in was "how does the use of a CRM system from a computer and a smartphone differ?"
Result
Based on the results of my research, within 1 month I prepared and successfully defended a product vision presentation for the CPO and his manager, the director of the department.
Moreover, I received a pleasant feedback that in addition to the results of the work itself, they really appreciated my independence and proactivity in conducting such a large-scale research on my own.
Screenshots from my product vision presentation
Usability Testing
With SberCRM Mobile, I was able to maximise my passion for usability testing.
Results of Usability Tests
Metrics and achievements
Successfully launched the mobile app from scratch by introducing product roadmap and managing a 7-member CRM-team that resulted in 4.6 customer rating in AppStore.
Organised the team work as a scrum master (daily, retro, grooming, demo, planning) that ensured the agile maturity of the team of 92% according to an internal assessment.
Conducted user research interviews and usability test (including hypotheses forming and verification, selection of respondents, presentation of results) that improved stickiness (DAU/MAU) x3 and session time by 31%.
Boosted the retention rate by 65% by owning the product roadmap, analyzing key metrics, generating and testing hypotheses.
Screens from SberCRM Mobile
