Portfolio

CRM Tools UX research and Re-Design

• Products name: Salesforce, Enghouse
• Devices: Web
• My Role: UX research (qualitative and quantitative), UX Design (co-op), Post Launch Testing
• Teams involved: Product Designers, Customer Support and Account Managers, Back-end Payments Specialists, Front-end Developers, Project Management
• Stakeholders: Internal (company employees)
• Tools: Figma, Miro, Jira, Microsoft Suite

Challenges

I was tasked by the FinTech company I worked for to plan a redesign of the web interface of two internal tools, Salesforce and EngHouse. Due to changes in internal processes and business goals, these tools became outdated. 40% of the shown information was not relevant anymore to the employees.

Main challenge was thus to provide a redesign that would optimize the data presented to the tools’ users, add new functionalities that would reflect updated procedures, and deliver overall faster tools.

Pain Points

The key motivation for the redesign came from both business goals and complaints from employees. The tools were slow, with long delays in refreshing info on screen.

Data retrieval had become sluggish and bugs-ridden, with frequent crashes while fetching large amounts of new data.

The Process

For this project an extensive research phase was conducted across multiple channels: surveys, interviews, field studies, focus groups, and existing data analysis. The research confirmed most of the existing feedback and pain points, leading then into the creation of a few Problem Statements and User Journeys. This second step involved multiple teams, helping to focus on the most urgent problems to solve.

Once the project’s focus was approved by managers, the sketching and then the designing phases could start. In this multiple UX designers, engineers, and testers were included to accrue the widest feedback and support available.

The design went on page by page, with multiple sessions of A/B testing, Diary Studies, and Usability testing performed on each before moving on to the subsequent page.

In parallel, testing and monitoring of the user experience was performed to ensure that each designed page was following the original focus and addressing the established pain points.

Solution

The interface of Salesforce and EngHouse was completely renowned, with no more relevant sections removed and substituted with informative cards data required by new procedures.

The Design System was updated to be consistent across tools. Layout was made easier to navigate and more accessible for users with visual impairments. The removal of unnecessary features greatly streamlined the workflow, reducing resource usage, and improving overall stability of the tools.