Optimizing Supply’s Portal
CRM
The challenge was shifting Supply-Users from “coupon-first outreach” to smarter, targeted CRM actions, without losing engagement.
Strategy
Enhance Supply Users
Client
in-House
Role
Senior Product Designer
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.
My Role
I was the Senior 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
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.
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 Filters and segmentations were outdated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
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
CRM Entry points
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
Behavior change can be driven by UX, not restrictions
