Designing a new CRM system

Summary

Employer: The Hut Group

Role: UX Designer

Product: CRM systems

Users: Internal and external marketing and CRM executives

Notable clients: Coca Cola, Homebase, MyProtein, Nintendo

Currently, emails are built out in our CMS using a legacy interface adopted from other modules, and then scheduled in a separate platform.

The business goal is to create an all in one CRM Saas product. The first phase is to redesign the email builder which will then integrate with the scheduling service.

Research

To best familiarise myself with the extensive processes and systems that were to be redesigned, I coordinated discovery sessions, interviews and usability testing with users across the business. This enabled me to map out journey maps and plot the current pain points and frustrations.

In order to also understand the business requirements, I facilitated workshop sessions with sales and marketing teams to help align on the goals moving forward.

Findings

I discovered that the key homepage that users land on was very disjointed and lacked the ability to display relevant information to provide a clear picture as to what was going on in terms of upcoming campaigns and tasks that needed completing.

Throughout the email building process, there was a lack of preview functionality which meant users were having to send numerous test emails to validate their ideas which wasted precious time.

It was also common for users to manage marketing campaigns for clients across multiple locations and the current interface made this confusing and difficult to manage for individual users and teams as a whole.

Ideation and iteration

I explored ideas from journey maps and rough sketches through to low fidelity designs and prototypes to allow me to collect feedback quickly in workshops, dot voting sessions and stakeholder showcases.

Outcome

A solution that allows users to carry out their day-to-day tasks more confidently and efficiently providing both a better user experience and cost-effectiveness for clients.

Next steps:

Convert wireframes to high fidelity
Create prototypes and test with users
Further refine designs using insights
Prepare for stakeholder and developer sign off