Data-driven design

Optimizing Supply’s Portal CRM

How We Helped Sellers Reach Customers More Effectively with Fewer Discounts

Task

The challenge was shifting Supply-Users from “coupon-first outreach” to smarter, targeted CRM actions, without losing engagement.

  • Strategy

    Enhance Supply Users

  • Design

    Product Lead

  • Client

    in-House

Short Intro

What Questico Is

Questico is one of Europe’s largest advisory marketplaces, connecting users with professional advisors through real-time phone and chat sessions. Advisors run their own micro-businesses inside the platform and rely heavily on built-in CRM tools to maintain client relationships and generate recurring revenue.

Lead Product Designer

My Role

I was the Lead Product Designer for this initiative, collaborating closely with:

  • Front-End Chapter Lead

  • Back-End Chapter Lead

  • One Product Manager

  • Stakeholders across CRM, Marketing, and Business Operations

Business Pain Points

The Problem

During the redesign and migration of our 20-year-old marketplace, we uncovered a major issue on the seller side: massive coupon overuse.

Sellers were sending coupons as their default CRM action, which:

  • influence negatively marketplace revenue

  • conditioned customers to expect discounts

  • undermined CRM insights and targeting

  • hid who actually needed an incentive

We needed to reduce discount dependency without hurting engagement.

Research Objectives

1

Collect User Feedback

2

Uncover Pain Points

3

Validate New Features

4

Set
Priorities

Research Methods

Our research approach combined qualitative and quantitative methods to capture a holistic view of advisor experiences:

Surveys

We gathered insights from 184 supply-side users to identify key trends and pain points.

Interviews

Spoke with 5 advisors of varying demographics and popularity to gain diverse insights.

User observations

Visited two advisors to observe daily routines and real-world use cases

Our research approach combined qualitative and quantitative methods to capture a holistic view of advisor experiences:

Research Insights

1

The CRM UI pushed sellers to send coupons

The primary action was “Send Coupon” and most advisors thought messaging without a coupon wasn’t supported.
2

No visibility into who already had a coupon

This led to redundant and unnecessary discount distribution.
3

Filters and segmentations were outdated

Sellers used “Groups” heavily, but the system couldn’t combine filters like: “Group X” + “No active coupon.”
4

Coupons were tied to routine workflows

Common CRM moments where coupons were sent:
• Missed calls or chats
• Customer birthdays or personal events
• Start-of-day “warm up” to drive traffic
• After a promising first session with a new customer
• After receiving a positive review

Pain Points

Low hanging fruits

Our Solution

1

Switched the primary CTA from “Send Coupon” to “Reach out”

A small change with huge behavioral impact.
2

Added coupon visibility at the customer level

Sellers immediately see whether a user already has an active coupon.
3

Introduced combinable filters & smart segmentation

Example: “Regular customers” + “Spent over X” + “No coupon active”
4

Created a clear, frictionless messaging flow

We added an intuitive “Reach out” path that didn’t attach a coupon by default.
5

Intention based CRM

We added a new feature that would adjust the bulk campaigns according to the intention of the seller.
6

Improved CRM entry points

We added "Reach out" entry points following Top seller's best practices:
• Missed chat/call follow-up
• Birthday and event-based touchpoints
• Post-review appreciation
Low hanging fruits

CRM Entry points

Finale

The Impact

1

No drop in engagement rate (customers kept reaching out)

2

Healthier business KPIs and less discount erosion

3

Better seller understanding of CRM strategy

4

Reduced confusion and
support tickets

conclusion

Take away

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