CRM: A UX Case Study
About the CRM Case Study
The Guest Card project aimed to reduce system bloat and improve the user experience in a CRM system that had become inefficient over years of unvalidated feature growth. By mapping workflows, prioritizing impactful areas, and creating a UX calorie calculator, I identified key user pain points and areas for improvement. Through user research insights, I elevated the important features and moved distractions to more appropriate areas.
The new design achieved positive acceptance with a 97% of users preferring the new interface, 10% increase in conversion rate, 19% increase in customer satisfaction, and brought non-bug related support tickets to zero.
Identifying the Focus Area
With limited time and resources, it was essential to focus on the area with the greatest potential for positive impact. The CRM system, with its high daily user average, is a core driver of customer revenue. The lead capture area at the top of the funnel had become bloated due to years of unvalidated customer requests.
Quantifying the Experience
I created a UX calculator to quantify the experience across different task flows in the product. This tool enabled objective measurement of system areas and provided a means of comparisons across varied tasks. The calculator also facilitated conversation about the work flows in an approachable and relatable manner. Beyond identifying areas for improvement, the UX calculator provided a framework to track success.
Try the UX calculator for yourself!
Cutting Calories and Improving Nutrition
By reducing unnecessary complexity and cutting superfluous clicks by 18%, I significantly streamlined the user experience. This reduction decreased task time by 2 minutes and 15 seconds, improving overall efficiency. Additionally, these changes increased the system's learnability and ease of use, making it more accessible for new users.
Discovering the User’s Goals
Through a combination of user journey mapping, interviews, and behavior analysis, I focused on what truly mattered to users and set them up for task success. By understanding their needs and goals, I identified that the majority of features were ignored, while critical ones were buried. This insight allowed me to streamline the interface, prioritize essential elements, and ultimately enhance user satisfaction and efficiency.
The Final Design
The final design of the Guest Card project significantly improved the user experience by reducing UX calories by 89%. This streamlined interface led to a 19% increase in customer satisfaction and a 10% boost in task conversion rates. By prioritizing essential features and minimizing unnecessary complexity, the new design enhanced usability, efficiency, and overall user satisfaction.