Elegant and easy-to-use UX UI CRM design

Businesses tend to prioritize functionality over usability while developing a CRM to make sure it can provide some business value and get launched asap. However, the system sometimes might get so complex it’s hard to navigate and use it.

Our client provides a B2B solution for Financial Institutions that allows them to send emails, sms, direct mails to their clients. They had a developed solution already, and turned to us to improve the UI/UX of the application.

We’ve been working with one of the stakeholders on a different project with a similar background before, so he gave his recommendation, since we proved to have enough experience with complex CRM systems, specified in campaign sending.

Altering the crm ui design not just good specialists in this field, but also a deep research into the purpose and business logic of the project. This is key to improving/changing user flows in the most simple and efficient way, and we were ready to roll our sleeves up. 

We performed discovery and figured out that the customer is open to not only UI/UX but also functional improvements that can make the system simpler and easier to use. Therefore, several functional improvements were presented and documented during wireframing/prototyping, including new functionality.

The main challenge was to manage budget and timelines since the scope of work was growing and by the end of the discovery phase, it was clear that a simple redesign will be not enough to fulfill the needs of the customer.

Triare took the complex approach to this request: studied customer’s business, researched the industry, figured out best practices, and not only designed better UI/UX for the solution, but also proposed valuable improvements and features that can increase the competitiveness of the product on the market. We had regular meetings with stakeholders, conducted user interviews to understand current challenges and UX flaws on the project, and provide the best possible

• TRIARE team came up with a few fresh ideas, including improving the business value of user engagement forms, suggesting and designing UI/UX for full analytics that includes metrics by each feature, simplifing menu structure and navigation.
• At the end of our cooperation, the client received a prototype of the new UX, a new design for the application, the suggested UX and functional improvements, and documented user flow.