Understanding the Landscape
Evaluating the Existing CRM
I began by critically evaluating the existing CRM interface. This highlighted user pain points such as unnecessary steps, outdated UI elements, and overwhelming information lists.
Existing platform evaluation notes
Competitive Analysis
I analyzed leading CRM platforms to understand best practices and identify opportunities for improvement in the Smarketing Cloud platform.
Competitive analysis notes
Onboarding Pain Points
While evaluating the platform, I also analyzed the existing onboarding process. The manual onboarding process created a friction point, potentially leading to user drop-off before platform access.
The sites current customer registration prompt
Building Empathy & Goals
User Personas
To understand user needs and perspectives, I created detailed user personas for CRM users. These personas provided valuable insights into user behaviour and expectations.
Selection of user personas
Onboarding Strategy
Working closely with the Smarketing Cloud Director, we developed a customer onboarding strategy that defined key success metrics, identified potential risks, and outlined user data requirements. This strategy set the foundation for a successful and user-friendly onboarding experience.
Defined goals for business and users, flagged risks and metrics for measuring success
User Journey Mapping
Leveraging user personas and research, I created user journey maps. These maps visualized user experiences during onboarding, aligning the onboarding flow with user expectations and project goals.
Customer journey map
Bringing Ideas to Life
CRM Redesign
User-centered design principles guided the CRM redesign. I began by sketching screen layouts and functionalities, gathering feedback from the team. These initial ideas were then translated into low-fidelity wireframes, further refining the design.
Screen sketches and low fidelity wireframe screen
Onboarding Flow Design
Onboarding design began with user flow sketches that mapped the primary use case: from landing page to platform access and initial tour. These sketches helped visualise and iterate on the onboarding journey.
Information architecture early sketching and finalised version
Testing & Implementation
CRM Prototype & Testing
Wireframes were developed into a high-fidelity prototype for user testing. This interactive prototype allowed users to provide feedback on the redesigned interface.
High fidelity clickable prototype screen in InVision and interactive prototype
Onboarding Prototype & Testing
After establishing the information architecture, I created medium-fidelity wireframes. These wireframes were translated into prototype screens and tested using Lookback.io for user interaction analysis. Working closely with the development team, we gathered user feedback from testing. The feedback was overwhelmingly positive, with users reporting a smooth onboarding experience.
User testing using Lookback.io platform and Invision clickable prototype
Impact & Outcomes
This project successfully improved the Smarketing Cloud platform through a user-centred approach. Key outcomes include:
Improved CRM Usability: The redesigned CRM interface provided users with clear insights into campaign data, leading to better decision-making.
Enhanced User Onboarding: The streamlined onboarding process reduced friction and improved user acquisition rates.
Increased User Satisfaction: User feedback indicated a more intuitive and user-friendly platform experience.
Following the initial phases of research, design, and prototyping, I transitioned to a new role. The project continued with the development team leveraging the established design principles and UI guidelines. They utilised Tailwind CSS for front-end development, benefiting from its ready-made components, ease of iteration, and scalability.