LeadGenius CRM System
The goal was to create a robust and intuitive platform that would optimize sales and customer relationship management processes while empowering businesses to effectively scale operations and drive business growth.
My Role
Product Designer
Team
Agile environment
Collaboration with
Product Owners, Product Managers, Developers, Designers
Tools
Figma
The Brief
The startup company, with its growth plans, recognized the need for a comprehensive CRM solution to manage its expanding customer base and sales activities. The existing manual processes were cumbersome, hindering the sales team’s productivity and inhibiting their ability to provide personalized customer experiences. To address these challenges, the company decided to develop a tailored CRM system that would align with the company’s unique requirements and will enable and unlock businesses’ true potential in lead generation and management.
Design Process
Competitor Analysis
Before diving deep into the design process I created a brainstorming session with the company to answer the concerns of the system goals, requirements, and core functionality of the CRM system.
-
Business Goals – We defined the intent to improve customer relationship management, increase sales effectiveness, enhance marketing strategies, enhance cross-functional collaboration, and streamline business processes’ scalability and growth.
-
System Requirements – We determined the CRM features: Such as contact management, lead management, sales pipeline visualization, deals, activity, reporting and analytics, collaboration, communication, and scalability.
To determine the features needed to make the CRM system more competitive, I ran an analysis of the top CRM systems in the market today. The research gave me insights into worthy features that I could implement. Yet those were only assumptions in order to verify them, I had to conduct interviews with active users.
Along with the analysis, I concluded a detailed list of suggested product enhancements for the implementation process of the CRM System.
Research and Planing
Extensive research was conducted to understand the specific pain points, workflow inefficiencies, and desired outcomes of the sales team and other stakeholders. This research phase involved conducting interviews, and gathering feedback from key users. The insights obtained guided the planning and design process, ensuring that the CRM system would address the specific needs of the startup company.
Research Objectives :
Include understanding the users pain points, desired features, current workflows, and challenges.
Target Audience :
The target audience of the CRM system includes sales representatives, customer service agents, managers, and other relevant stakeholders.
I have conducted 3 interviews with Sales Representatives, Customer Agent, and Manager to better understand the experiences, desired features, expectations, and pain points with their extensive experience in using different CRM systems.
Interview Insights
For quantitative research, I interviewed 3 people who were targeted users. With this research, I wanted to evaluate the targets needs and preferences when using a CRM system.
Key Insights Interview #1
User-friendly interface: “I value a CRM system with a user-friendly interface that’s intuitive to navigate and easy to comprehend.”
Comprehensive contact and opportunity management: “Efficiently managing customer contacts, leads, and sales opportunities is a top priority for me when considering a CRM system.”
Customization and flexibility: “The ability to customize the CRM system to align with our specific workflows and requirements is paramount.”
Key Insights Interview #2
Reporting and analytics: “Robust reporting capabilities and advanced analytics are essential for tracking performance, gaining valuable insights, and supporting data-driven decision-making.”
Workflow improvements: “Improvements in search functionality and data management are necessary for optimizing our workflow.”
Scalability and user adoption: “Scalability and ensuring user adoption are also crucial factors to consider for the success of our CRM system.”
Key Insights Interview #3
Collaboration and communication: “Enhanced collaboration features are crucial for facilitating smooth communication with stakeholders and improving teamwork.”
Integration with other tools: “Seamless integration with other tools and systems is invaluable for streamlining our workflow and preventing data duplication.”
Security and data protection: “Ensuring robust security measures and data protection is a top priority to safeguard sensitive information within the CRM system.”
Personas
Personas played a pivotal role in shaping our approach. By creating personas that embodied the characteristics and needs of our target users, we gained a comprehensive view of their pain points, preferences, and behaviours. This, in turn, allowed us to design a CRM system that directly addressed their unique challenges, making it more user-friendly and effective.
User Flow
I developed a user flow which involved organizing and structuring the components and modules of the CRM system in a logical and intuitive manner. The user flow helped me to create a blueprint for the CRM system layout and navigation, ensuring that users could easily locate and access the desired functionalities.
Wireframes
Wireframing was employed at the initial stage of the design process. By creating low-fidelity wireframes, I was able to visualize the layout, information hierarchy, and user flow of the CRM system. This allowed me to iterate quickly and explore different design options, ensuring that the core functionalities were strategically placed for maximum usability.
Colours
Primary
Secondary
Typography
Primary Heading
Inter Regular
Primary Body
Inter Medium
Secondary Emphasis
Inter Bold
Secondary Alternate
Inter Semi Bold
Design
After finalizing the wireframes, I moved into the design phase of the CRM system. This involved bringing the visual aspects and refining the user interface. I focused on creating a cohesive design language that aligned with the brand identity of my client while ensuring a seamless user experience. By considering the feedback received during the wireframing stage, I fine-tuned the visual elements, including typography, color schemes, and iconography. Attention was given to creating intuitive navigation patterns, and clear call-to-action buttons.
Learnings
Designing a CRM system has been an interesting journey, filled with valuable insights and learnings. One of the key takeaways was the importance of understanding the user needs and pain points deeply. Through extensive research and user interviews, I gained valuable insights into the challenges faced when using a CRM system. Another crucial learning was the significance of a streamlined user flow and intuitive interface. By creating a user flow, wireframe, and prototypes, I was able to refine the system’s structure and enhance its usability.
Personally, I think that more enhanced customization in CRM systems would have a better impact on providing users with more flexibility to customize the CRM system according to their specific business needs would be beneficial. This could include options for personalizing layouts, creating custom fields, and tailoring workflows.
More Projects
Leadgenius CRM System
Discover the power of seamless customer relationship management with the LeadGenius CRM System and explore the transformative capabilities of the CRM system.
SAIS App
The SAIS App project is your ultimate companion on the path to a healthier lifestyle and fitness success. Designed to empower individuals in their pursuit of wellness.
Mastercard App
Step into the future of effortless finance management with the MasterCard App. Providing users with a secure, convenient, and intuitive platform for all their financial needs.
Smartbanking Landing Page
Smart Banking for Freelancers landing page is an innovative space dedicated to empowering freelancers with tailored financial solutions.
AI Art Studio
This project is your gateway to a world where technology and creativity converge, offering a seamless platform for discovering and acquiring AI-generated artworks.
Penneo Website
This project embarks on a journey to create an engaging and user-centric web experience that reflects the cutting-edge solutions offered by Penneo.