UX AND UI DESIGN | MOBILE APP | START-UP
Revamped Customer Relationship Management (CRM) Experience to Drive User App Adoption
Customer (lead) information
Performance metrics
Real estate project details
Successfully onboarded 90% (22 out of 25) sales executives.
Facilitated the start-ups expansion to 2 major Indian cities within 2 years.
THE IMPACT
DURATION - 16 Weeks, 2019
TYPE - Client project for a tech startup
TEAM - Sole UX designer working in collaboration with the CTO, sales executives (users), and developers.
Projects are not yet optimized for mobile/tablet viewing.
CONTRIBUTION
As the second design hire at the startup I collaborated with cross-functional teams, including the CTO, developers and sales representatives to prioritize product roadmap initiatives. I employed an iterative design process, utilizing user research, stakeholder interviews, wireframing, and prototyping to refine the outcomes through testing and revisions.
CONTEXT
Dwello, a real estate sales start-up's existing customer relationship management (CRM) app that was created with a focus on development speed over usability.
Projects are not yet optimized for mobile/tablet viewing.
SOLUTION 1
User pain point
"I don't know my next task, let alone all the tasks I need to accomplish in a day"
- Sales consultant
Feature
Streamlined dashboard for organized task management through to-do reminders.
SOLUTION 2
User pain point
"I have to consult my team lead to get details about my lead which is very inconvenient and time consuming."
- Sales consultant
Feature
Designated lead list and profile for lead management, status visibility, and speedy follow up.
SOLUTION 3
User pain point
"We rely on third party sites and apps to obtain and share project details with clients which usually is unverified."
- Sales consultant
Feature
Consolidated real estate details section enabling project sharing and facilitating comparisons.
SOLUTION 4 //
Reassign lead + assignee history
To streamline lead sharing, ensuring accountability and minimizing favoritism.
4. Aligning with the design system for simplicity, clarity, and user focus in the UI
When crafting the UI, I pursued three goals in alignment with their design system:
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Maintain simplicity, cleanliness, and high functionality.
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Ensure colors and design elements do not distract users from their primary tasks.
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Emphasize decluttering, prioritizing a streamlined and efficient interface.
CLICKABLE PROTOTYPE
THE PROCESS
1. UX analysis of the existing app revealed flaws in the information architecture.
The key finding highlighted an inefficient dashboard layout due to random bucket placement, and outdated UI elements hindering usability. This emphasized the need for a revamped dashboard and consistent UI.
2. Streamlining workflow through feature selection with card sorting.
User research (card sorting with sales) revealed a cluttered dashboard with scattered info. We prioritized a redesign, focusing on features crucial for daily tasks based on user frequency (new and experienced consultants). This user-centered approach ensured the new dashboard addressed the most critical needs of the sales team, ultimately facilitating their ability to manage, track, and improve sales.
3. Integrating new and prioritized features into the existing workflows.
Since the existing application was data-heavy and contained numerous details salespeople needed to reference regarding leads (last contacted date, pending calls, lead status, etc.) I revised the existing information architecture to eliminate old features and integrate new feature, ultimately improving the workflow for sales consultants.
LEARNINGS
1. The importance of rapid prototyping, user feedback, and iteration
Upon completing the first flow, it became clear that the design was not user-friendly and hindered efficiency. To address this, I shifted to a rapid prototyping methodology, creating mid-fidelity wireframes and conducting frequent user testing. By iteratively refining the designs based on user feedback, I successfully developed flows that were both user-approved and effective in driving user adoption. This approach was particularly beneficial as users gained familiarity with the app over subsequent sprints.
2. Leadership is a learned skill
Although initially daunting, I am thankful for the challenging experiences and the trust bestowed upon me by the founder to handle an entire project myself, pushing me beyond my comfort zone. Engaging in leadership meetings, conducting presentations, user interviews, and navigating the pressures of time-bound projects were novel experiences, revealing my resilience in overcoming challenges. It was very exciting to find creative and intuitive ways to bring the desktop functionality to a mobile experience that would enable sales persons to serve customers efficiently. Above all, I experienced the joy of witnessing my design materialize into a tangible product for the first time.
Projects are not yet optimized for mobile/tablet viewing.
THE PROBLEM
The existing CRM app's poor usability and confusing navigation hindered sales consultants from effectively utilizing the platform.
THE GOAL
Evaluate and redesign the CRM app experience to increase adoption amongst sales consultants and make it a must-use tool for them.
THE OUTCOME
To do reminders
Lead (customer) profiles
Site/project details