M3 CRM PORTAL revamp
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This case study is protected by privacy agreements. For more details, please contact me directly. Keep reading for a brief overview.
BUSINESS & PRODUCT
My client was a move management company specializing in residential governmental relocations. The project was centered on revitalizing the old customer portal, which serves as the pivotal interface for clients to initiate new relocations, and for move managers to coordinate and oversee their moves.
GOAL
The goal was to redesign the outdated portal which was hard to use and didn't allow for business-client collaboration. The old portal needed a significant overhaul to optimize the organization of user data, simplify move initiation, and streamline the management of critical customer and transfer information.
DESIGN CHALLENGE
The challenge was to encourage client usage of the portal, which was underutilized. Enabling business-client collaboration for updates aimed to alleviate the workload on move managers, eliminating the need for manual client outreach and data input.
TOOLS
RESPONSIBILITIES
Business Analysis, UX Research, UX/UI Design,
Prototype Testing
ROLE
End-to-end UX/UI design for the MVP phase
TEAM
Project Manager, Product Owner, System Analyst, 3 Developers, UX/UI Designer, Leadership
DURATION
Mar — Jul 2023
1
Discover
Existing system analysis
Requirements gathering
Stakeholder interviews
Existing workarounds
2
Define
Workflows
Documentation analysis
Pain points & limitations
Use cases
3
Design
Competitive analysis
Card sorting
Wireframing
Prototyping
4
Test
Usability testing
MVP prototype
1
Leadership
2
Internal users
3
Client users
4
Vendors
Moving companies
Warehouses
CHALLENGES
NO CLIENT PARTICIPANTS ➡
Since the company mainly works with government agencies, this presented a challenge due to the highly regulated nature of their operations, making it nearly impossible to recruit actual clients for our user interviews.
UTILIZING DOMAIN KNOWLEDGE INSTEAD
Instead of engaging directly with the end clients, we initiated in-depth conversations with the move managers who routinely interacted with them. We were able to uncover the most frequent pain points of our clients this way.
LACK OF USABILITY TESTING PARTICIPANTS ➡
With company move managers involved in the design process, we could not recruit them as participants for usability testing. Their domain-specific knowledge was crucial to ensure accurate feedback on the CRM portal's performance.
ENGAGING OTHER MOVING INDUSTRY EXPERTS
Instead of using our in-house team, we engaged move managers from subsidiary companies within our portfolio. These professionals possessed the necessary domain-specific knowledge and adhered to privacy regulations.
NO PUBLICLY AVAILABLE COMPETITOR CRM ➡
Unlike some industries, the move management sector lacked publicly available CRM software systems for reference, making it hard to conduct competitive analysis. We could not analyze how similar companies structured their workflows and what features they employed.
STUDY OF TYPICAL CRM
We adapted by exploring indirect competition, studying YouTube tutorials for direct competitors, and uncovering techniques for customizing a typical CRM to suit the unique needs of the move management industry.
EXPECTED OUTCOMES
This product is currently in development. Next steps will be testing the MVP and assessing the impact of the redesign.
However, based on prototype testing, some positive impact has already been determined:
USER-FRIENDLY FORMS
The redesigned move initiation form offers a more intuitive experience, making it easier for clients to complete and submit.
Streamlined Information Presentation
Move-related information presented on a single page, as opposed to the previous fragmented presentation across 5 different pages.
Efficient Data Retrieval
Simplified database exploration with commonly used filters.
Reduced Burden
The redesign will decrease the workload of move managers with automation and tasking.
Modernized UI
The updated interface offers a modern, user-friendly design, enhancing the overall user experience.
