bKash DSO App Design
Project Timeline: October 2021 to May 2022
Introduction
The Distributor Sales Officer (DSO) App is an app based solution for the largest financial distribution network in the country, aimed to digitise bKash's independent network of 5000+ independent Distribution Sales Officers.
Background behind the project:
DSO App is used by the company’s independent Distribution Sales Officers.
The Distribution Sales Officers interact with the company’s vast network of 300,000+ agents.
The Agents are the fundamental cash distribution mechanism of the company.
They are stationed throughout the country and act as hubs for customers to “Cash In” and “Cash Out” with. They serve as the primary points of interaction for a majority of the customers.
The DSOs were using the legacy USSD system to transfer funds to and from Agents. Shifting to an App would reduce cost per transaction significantly for the company.
A transaction occuring at a bKash agent point
User Research Sessions 🔍
To view how DSOs were performing their day to day operations, we went to a Distribution House and tagged along with different DSOs throughout the day to get an understanding of their day to day tasks and responsibilities.
We also undertook multiple user interview sessions with the DSOs and Distribution Managers to understand their view on what issues they were facing on a day to day basis.
Summary of Discoveries 📝
DSOs begin their day by signing in on a physical sheet.
They follow designated routes to visit agents, conducting cash transactions and e-money exchanges.
Paper-based money receipts were used, but transactions were not always necessary.
DSOs maintain contact with agents throughout the day.
Distribution Managers prioritize a tracking system for DSO visits, especially location tracking.
DSOs interact with their Distribution House Master Wallet daily.
They coordinate with Money Collectors for cash transactions as needed.
DSOs need to manage balance requests from agents.
Primary User flows and Screen Designs
Flow 1: Login and Attendance at Start of Day
Flow 2: Collecting Cash from Agent
Flow 3: Distributing Cash to Agent
Agent Detail Screens
Conclusion
Since the DSO App was designed maintaining certian functionalities that were already present in the bKash Customer app and Agent app, it was considerably easier to implement for the development team.
Post launch, with the removal and the associated costs of USSD transactions, the DSO App helped bring 34 million BDT in monthly savings.
Get in touch at
kasifkazemi@gmail.com
