Corporate client in the sales sector, 500+ employees

1 year, 2023

As a UI/UX designer, I collaborated closely with the client’s diverse teams, including sales, HR, and developers. I spearheaded the gathering of requirements, project planning, architecture development, wireframing, and the final design delivery

The project aimed to redesign an existing CRM system used internally by a sales-focused company. The original system was functional but lacked certain features necessary for optimal performance and user satisfaction. The primary goal was to enhance the sales management and employee oversight capabilities. Notably, the system was underutilized due to its complexity and inefficiencies in user interaction which made navigation and data input cumbersome.

Market Context and Usage Stats:

The current CRM system was initially adopted by approximately 70% of the company’s workforce. However, regular usage statistics reveal that only about 30% of these initial users continue to use the system daily. The potential user base within the company amounts to 500 employees, indicating that a significant portion of the workforce is not fully utilizing the tool.

Problems Faced by Users:

1. Complex Navigation:

• Problem: Users find the navigation complex and non-intuitive, leading to frustration and decreased productivity.

• Impact: This complexity causes longer onboarding times for new users and hinders the overall adoption rate.

• Cause: The design does not align well with the typical workflows of the users, causing confusion and errors.

2. Inefficient Data Entry Systems:

• Problem: Data entry is time-consuming and prone to errors due to an over-complicated interface.

• Impact: Sales teams spend an excessive amount of time inputting data, which could be spent on customer engagement and sales activities.

• Cause: Lack of automation and intuitive form design leads to increased manual efforts and dissatisfaction.

3. Limited Customization Options:

• Problem: The CRM does not offer sufficient customization options for dashboards and reports, which are crucial for different departments.

• Impact: Users cannot tailor the system to their specific needs, which reduces the usability and relevance of the CRM in their daily tasks.

• Cause: The one-size-fits-all approach in the initial design overlooks the diverse needs of various user groups within the company.

Audience Selection:

Interviews were conducted with a carefully selected group of employees, representing a range of departments including sales, HR, and technical support. This diversity ensured a comprehensive understanding of how the CRM impacts various aspects of the company’s operations.

Key Areas of Inquiry:

1. User Engagement:

• How often do you use the CRM?

• What are the primary tasks you perform using the CRM?

2. Usability Challenges:

• What difficulties do you encounter while using the CRM?

• Are there specific features or functions that are particularly problematic?

3. Customization Needs:

• How could the CRM be better tailored to support your specific job functions?

• Are there customization options that you feel are missing from the current system?

4. Impact on Productivity:

• How does the CRM affect your daily productivity?

• Do you feel that the CRM saves you time, or does it add to your workload?

5. Suggestions for Improvement:

• What changes would you suggest to improve the CRM?

• Are there features in other tools or systems you use that you would like to see integrated into the CRM?

• Age: 35

• Job: Sales Manager

• Work schedule: Full-time, 9-5

• Personal income: $75,000/year

• Family: Married, two children

• Bio: Jane uses the CRM daily to track her team’s sales targets and performance.

• Challenges: Jane finds the CRM’s reporting features cumbersome and feels that this hampers her ability to make quick decisions.

• Age: 29

• Job: HR Specialist

• Work schedule: Full-time, flexible hours

• Personal income: $60,000/year

• Family: Single

• Bio: Muhammad uses the CRM for workforce management and tracking employee performance.

• Challenges: Muhammad struggles with the CRM’s complex user interface, which complicates his daily tasks and reporting.

Early stage wireframes were developed to address the identified user needs, followed by interactive prototypes. These were tested for usability to ensure that the new design addressed the prior deficiencies effectively

User testing highlighted that the new design significantly reduced the learning curve and improved user satisfaction. However, some issues with navigation persisted, necessitating a second iteration of design adjustments.

The project highlighted the importance of user-centered design in CRM systems. The feedback was instrumental in refining the CRM’s functionality. Moving forward, continuous user feedback and iterative design improvements will be crucial to maintain the system’s relevance and usability.