Reimagining CRM Systems to improve Sales Teams Performance
The software is designed to help salespeople do more with less in their day-to-day operations while providing advanced sales metrics and analytics that are mission-critical for sales success. My goal was to redesign the app, improving its UX/UI to provide a seamless, intuitive, and enjoyable experience for users, ultimately increasing user retention and satisfaction.
Prospect Stream Software
Cincinnati, Ohio, US
2022
Software Development
11-50 Employees
Senior UX/UI Designer
Challenge
Many current CRM systems are outdated and overly complex, leading to user frustration and inefficiency. As a result, important tasks often get neglected, which can significantly impact a company's overall success. The cumbersome nature of these systems not only hampers productivity but also prevents sales teams from effectively leveraging data to drive performance and achieve their goals.
Results
A user-friendly and efficient interface that streamlines CRM processes and enhances the productivity of sales teams in data-driven companies.
By focusing on intuitive design and seamless functionality, the system empowers sales professionals to manage their tasks more effectively, utilize data insights to make informed decisions, and ultimately drive better business outcomes.
30%
Reduction in time spent on non-core administrative tasks.
85%
of sales managers reported that the new data visualization improved their decision making
50 & 40%
Increase in user satisfaction and user engagement
Process
Product Roadmap: According to the product roadmap we stablished milestones to accomplish by specific dates, to have a clear scope and goals for the project.
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Main Features + Product Diferenciation
Today List:
Easy user flows for promoting quick enrollment and efficiency.
AI-Driven Sales Optimization:
Live Reporting according data recorder and daily analysis.
Evidence Base:
Data Visualization straight from your current processes.
Color Palette
Information Architecture - CDA Protected
Impact Overview
The redesigned CRM system has significantly improved sales teams' performance by enhancing data accessibility, reducing complexity, and improving user experience. The new design simplifies the process of managing leads and allows sales professionals to focus on core tasks without being hindered by a cumbersome interface.
Increased User Engagement
User engagement with the CRM system has increased by 40%, as evidenced by higher daily log-ins and interaction with core functionalities, especially within the "AI-Driven Sales Optimization" tools.
Boost in Sales Efficiency
Sales teams experienced a 25% increase in lead conversion rates and a 15% increase in overall sales within the first three months of implementing the redesigned system.
Reduction in Time Spent on Administrative Tasks
Sales teams reported a 30% reduction in time spent on non-core administrative tasks, such as data entry and report generation, due to the streamlined "Today List" feature.
Improved Decision-Making
85% of sales managers reported that the new data visualization tools improved their decision-making processes by making data insights more accessible and easier to interpret.
User Satisfaction
Post-redesign surveys indicated a 50% increase in overall user satisfaction, with specific praise for the enhanced user interface, reduced clutter, and easier access to important data.
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© Diego Gomez 2024