Informing Design for an eCRM Tool

Type

Generative Research

Timeline

10 weeks

Role

UX Researcher

The Problem Space

The Challenge

There was no standard best practice in place for managing client information and leads. Employees were using a variety of tools and storing information in several different places. The current way of working was found to be inconvenient and inefficient in helping them maintain client relationships. 

The Goal

To better understand employees' needs and pain points in order to help them manage client information and leads on a day-to-day basis and improve their overall workflow. 

The Research Process

I used a human-centred design approach to conduct semi-structured in-depth interviews with 15 employees. I also conducted cultural probes in order to get a better understanding of what a day-in-the-life looked like for each employee. These two qualitative methods provided me with the rich data needed to identify the everyday frustrations and immediate needs of our end users. 

15

Cultural Probes

with employees

15

In-Depth Interviews

with employees

 

5

Follow-Up Interviews

with previous participants

Data Synthesis and Visualization

After coding my data to identify themes, I synthesized the data and used my findings to develop actionable insights that informed the design for a COTS eCRM tool that catered to the needs of 3 different user demographics. 

The Impact 

The insights derived from this research helped to inform the design of a COTS eCRM tool that reduced the amount of time employees spent on administrative tasks using automation, enabled quick access to organized client information, and helped employees identify their clients patterns using analytics and data visualization. As a result of this new streamlined workflow, employees were able to improve their efficiency, spending less time performing adminstrative task and more time building and maintaining client relationships.