I worked on Hearsay Social's CRM team which focused on leveraging social media to create rich customer relationship management data. This meant using Facebook's data to help personal advisors connect with their clients.
Personal advisors needed to be able to quickly pull up relevant information about who they were going to contact.
Financial and insurance advisors manage dozens to hundreds of clients. Often these clients will work with the same advisor for years. Because these types of industries often deal with people's life events (buying a house, having children, buying a car), a good relationship means getting to know clients personally as well as professionally.
The primary users are financial and insurance advisors whose jobs include sales aspects that rely on personal connections to clients.
Secondary users include compliance officers and assistants to the advisors.
Initial research involved contextual inquiries and qualitative user research methods to gain a deeper understanding of how advisors work.
The main metric of success would be usage of the contact page overall and each individual section. Since this page is mostly informational, the expected usage is more driven by views and time on page, rather than any specific point of conversion.
Advisors have one very specific workflow that they use when making sales calls. They will almost always queue up a certain number of people to call a day and make the calls in succession. The task is almost like going through an inbox and clearing out all the todo's, except in this case each client is an action item.