Shobdo
Shobdo
Boosting SR Effectiveness by 85%, Enhancing Keyphrase Accuracy by 39%, and Detecting Fraud
Boosting SR Effectiveness by 85%, Enhancing Keyphrase Accuracy by 39%, and Detecting Fraud
Harnessing AI for Precise Communication Analytics in FMCG Sector
Harnessing AI for Precise Communication Analytics in FMCG Sector
FMCG
AI
Web
My Role & Project Info
My Role & Project Info
My Role
Lead Product Designer
My Role
Lead Product Designer
Team
Intelligent Machines
Team
Intelligent Machines
Industry
FMCG
Industry
FMCG
Timeline
2022
Timeline
2022
Shobdo
Boosting SR Effectiveness by 85%, Enhancing Keyphrase Accuracy by 39%, and Detecting Fraud
Harnessing AI for Precise Communication Analytics in FMCG Sector
FMCG
AI
Web
My Role & Project Info
My Role
Lead Product Designer
Team
Intelligent Machines
Industry
FMCG
Timeline
2022
Key Impacts
85% Boost
In SR effectiveness
85% Boost
In SR effectiveness
85% Boost
In SR effectiveness
39% Boost
In keyphrase accuracy
39% Boost
In keyphrase accuracy
39% Boost
In keyphrase accuracy
Exposed Fraud
In mass campaigns
Exposed Fraud
In mass campaigns
Exposed Fraud
In mass campaigns
85% Boost
In SR effectiveness
39% Boost
In keyphrase accuracy
Exposed Fraud
In mass campaigns
01
What?
About Shobdo
01
What?
About Shobdo
01
What?
About Shobdo
01
What?
About Shobdo
Shobdo leverages AI-powered Keyword Spotting to deliver actionable insights on mass communication campaign effectiveness.
Shobdo (শব্দ), meaning 'sound' in Bengali, is designed to analyze the effectiveness of mass communication campaigns. Using advanced AI, it employs Keyword Spotting (KWS) to identify specific keywords from audio clips, providing valuable insights into campaign performance.
02
Why?
The Problem
02
Why?
The Problem
02
Why?
The Problem
02
Why?
The Problem
A multinational FMCG company faced challenges in measuring campaign effectiveness and ensuring Sales Representatives communicated messages accurately, leading to missed opportunities for improvement.
A multinational FMCG company faced challenges in measuring campaign effectiveness and ensuring Sales Representatives communicated messages accurately, leading to missed opportunities for improvement.
A large multinational FMCG company in Bangladesh has been running regular Mass Communication campaigns but they were not being able to measure their effectiveness. They were also not sure if the Sales Representatives (SRs) are delivering the messages correctly when talking to the retailers. Without any data on the effectiveness, they were losing the opportunity to optimize the campaigns and their field force.
03
How?
The Process
03
How?
The Process
03
How?
The Process
03
How?
The Process
Reseach
Reseach
After the initial discussion, we did some research to understand the problem and explore potential solutions.
User Interviews
In the primary research phase, we talked with some of the executives to understand what they want, what they need, and their pain points.
User Interviews
In the primary research phase, we talked with some of the executives to understand what they want, what they need, and their pain points.
User Interviews
In the primary research phase, we talked with some of the executives to understand what they want, what they need, and their pain points.
User Interviews
In the primary research phase, we talked with some of the executives to understand what they want, what they need, and their pain points.
Here's how their process looks like –
Here's how their process looks like –
Paint Point Analysis
Paint Point Analysis
After synthesizing the data, we identified the following pain points -
They don’t know if the Sales Representatives (SRs) are actually going to the retailers
They don’t know if the Sales Representatives (SRs) are actually going to the retailers
They don’t know if the Sales Representatives (SRs) are actually going to the retailers
They don’t know if the Sales Representatives (SRs) are actually going to the retailers
They are not sure if the SRs are delivering the messages correctly
They are not sure if the SRs are delivering the messages correctly
They are not sure if the SRs are delivering the messages correctly
They are not sure if the SRs are delivering the messages correctly
No way to measure the individual performance of SRs
No way to measure the individual performance of SRs
No way to measure the individual performance of SRs
No way to measure the individual performance of SRs
No way to measure the success of the campaigns at an area, region, and national level
No way to measure the success of the campaigns at an area, region, and national level
No way to measure the success of the campaigns at an area, region, and national level
No way to measure the success of the campaigns at an area, region, and national level
Because there is no historic data, they cannot compare one campaign with another
Because there is no historic data, they cannot compare one campaign with another
Because there is no historic data, they cannot compare one campaign with another
Because there is no historic data, they cannot compare one campaign with another
04
Overview
The Solution
04
Overview
The Solution
04
Overview
The Solution
04
Overview
The Solution
Design Overview
Design Overview
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
User Flows
Developed distinct user flows for each user group after the discovery phase.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Wireframe Exploration
Created and explored multiple ideas through wireframes.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
Stakeholder Collaboration
Presented wireframes to stakeholders, gathered feedback, and engaged in detailed discussions.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
UI Design
Transitioned to UI design after addressing stakeholder input.
Dashboard
Dashboard
The user flow was straightforward. After signing in with their work email, users are directed to the Dashboard page, which provides them with critical insights, including:
National and regional-level metrics for key-phrase effectiveness and SR (Sales Representative) performance.
National and regional-level metrics for key-phrase effectiveness and SR (Sales Representative) performance.
National and regional-level metrics for key-phrase effectiveness and SR (Sales Representative) performance.
National and regional-level metrics for key-phrase effectiveness and SR (Sales Representative) performance.
Primary reasons for failed communications. in key-phrase performance and SR effectiveness over time.
Primary reasons for failed communications. in key-phrase performance and SR effectiveness over time.
Primary reasons for failed communications. in key-phrase performance and SR effectiveness over time.
Primary reasons for failed communications. in key-phrase performance and SR effectiveness over time.
Identification of the best-performing and least-performing SRs.
Identification of the best-performing and least-performing SRs.
Identification of the best-performing and least-performing SRs.
Identification of the best-performing and least-performing SRs.
Trends in key-phrase performance and SR effectiveness over time.
Trends in key-phrase performance and SR effectiveness over time.
Trends in key-phrase performance and SR effectiveness over time.
Trends in key-phrase performance and SR effectiveness over time.
Breakdown of calls made within and outside the geofence.
Breakdown of calls made within and outside the geofence.
Breakdown of calls made within and outside the geofence.
Breakdown of calls made within and outside the geofence.
National & Regional Keyphrase Performance
Top Reasons of Failed Communications & Geofence Info
Keywords Spotting in Audio Clips
SR Leaderboards
Performance
Performance
Clicking on the performance page will show a list of the SRs. The list can be filtered by Performance, Geoloaction, and more.
SRs at a glance. Clicking on them will show performance details.
Keyword Spotting AI detects if the keyphrases were mentioned in the message.
05
Impact
What's the outcome?
05
Impact
What's the outcome?
05
Impact
What's the outcome?
05
Impact
What's the outcome?
Key Impacts At A Glance
Key Impacts At A Glance
85% Boost
In SR effectiveness
85% Boost
In SR effectiveness
85% Boost
In SR effectiveness
85% Boost
In SR effectiveness
Simpler Messaging
Messages and keyphrases are now easier to pronounce, ensuring better delivery
Simpler Messaging
Messages and keyphrases are now easier to pronounce, ensuring better delivery
Simpler Messaging
Messages and keyphrases are now easier to pronounce, ensuring better delivery
Simpler Messaging
Messages and keyphrases are now easier to pronounce, ensuring better delivery
39% Boost
In keyphrase accuracy due to simpler messaging
39% Boost
In keyphrase accuracy due to simpler messaging
39% Boost
In keyphrase accuracy due to simpler messaging
39% Boost
In keyphrase accuracy due to simpler messaging
From 42% to 58.67%
Boost in keyphrase effectiveness over the period of 3 campaigns
From 42% to 58.67%
Boost in keyphrase effectiveness over the period of 3 campaigns
From 42% to 58.67%
Boost in keyphrase effectiveness over the period of 3 campaigns
From 42% to 58.67%
Boost in keyphrase effectiveness over the period of 3 campaigns
Exposed & Reduced Fraud
Of SRs making fake calls from their home
Exposed & Reduced Fraud
Of SRs making fake calls from their home
Exposed & Reduced Fraud
Of SRs making fake calls from their home
Exposed & Reduced Fraud
Of SRs making fake calls from their home
All Impacts
All Impacts
Shobdo has significantly transformed the effectiveness of the client’s campaigns since its launch. Here is a more detailed view on the impacts –
Root cause analysis for keyphrase detection
Discovered low detection rates were caused by SRs mispronouncing complex keyphrases.
Addressed the issue by crafting shorter, simpler keyphrases for subsequent campaigns.
Root cause analysis for keyphrase detection
Discovered low detection rates were caused by SRs mispronouncing complex keyphrases.
Addressed the issue by crafting shorter, simpler keyphrases for subsequent campaigns.
Root cause analysis for keyphrase detection
Discovered low detection rates were caused by SRs mispronouncing complex keyphrases.
Addressed the issue by crafting shorter, simpler keyphrases for subsequent campaigns.
Root cause analysis for keyphrase detection
Discovered low detection rates were caused by SRs mispronouncing complex keyphrases.
Addressed the issue by crafting shorter, simpler keyphrases for subsequent campaigns.
Behavioral Insights from Geolocation Data
Found SRs were recording calls at home instead of visiting retailers.
Resolved to ensure SRs adhere to their assigned tasks.
Behavioral Insights from Geolocation Data
Found SRs were recording calls at home instead of visiting retailers.
Resolved to ensure SRs adhere to their assigned tasks.
Behavioral Insights from Geolocation Data
Found SRs were recording calls at home instead of visiting retailers.
Resolved to ensure SRs adhere to their assigned tasks.
Behavioral Insights from Geolocation Data
Found SRs were recording calls at home instead of visiting retailers.
Resolved to ensure SRs adhere to their assigned tasks.
Continuous Improvement in Messaging
Variations in pronunciation were identified and addressed.
Future campaigns incorporated refined keywords for better clarity and delivery.
Continuous Improvement in Messaging
Variations in pronunciation were identified and addressed.
Future campaigns incorporated refined keywords for better clarity and delivery.
Continuous Improvement in Messaging
Variations in pronunciation were identified and addressed.
Future campaigns incorporated refined keywords for better clarity and delivery.
Continuous Improvement in Messaging
Variations in pronunciation were identified and addressed.
Future campaigns incorporated refined keywords for better clarity and delivery.
Future Opportunities
Inspired the client to explore Shobdo for consumer insights and other use cases, highlighting its scalability and potential.
Future Opportunities
Inspired the client to explore Shobdo for consumer insights and other use cases, highlighting its scalability and potential.
Future Opportunities
Inspired the client to explore Shobdo for consumer insights and other use cases, highlighting its scalability and potential.
Future Opportunities
Inspired the client to explore Shobdo for consumer insights and other use cases, highlighting its scalability and potential.
Shobdo has proven to be an essential tool for improving field-force performance and delivering actionable insights, creating a solid foundation for further innovation.
06
Gallery
Screens
06
Gallery
Screens
06
Gallery
Screens
06
Gallery
Screens
The End
The End
The End
The End
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View Next
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Design adds value faster than it adds costs.
Joel Spolsky
Software Engineer and Writer
Design adds value faster than it adds costs.
Joel Spolsky
Software Engineer and Writer
Design adds value faster than it adds costs.
Joel Spolsky
Software Engineer and Writer
Design adds value faster than it adds costs.
Joel Spolsky
Software Engineer and Writer
