Project overview
One of the essential assets of an organization or a company is its customers. With the help of a CRM, keeping current customers and encouraging them to buy again, which is the basis for the organization's survival, is easily provided.
The purpose of CRM is to manage customer relationships, improve follow-up processes and provide a clear picture of business strengths and weaknesses for better decision-making.
Role
UI/UX Designer
Timeline
Jul 2021 - Aug 2022
Type
Web Application
Client
Ratin Digital Agency
Goals
Ratin CRM's primary goals are to help small businesses to increase customer retention, shorten the sales cycle, decrease customer acquisition costs, and sell more.
User interviews
To understand what users need, I conducted surveys and interviews
(2 CSM interviews, three stakeholder interviews, and 15 user interviews).
The main takeaways:
Complexity
Small companies do not use CRM because of its complexity and failure to provide a simple, easy-to-use interface with good usability.
Dispersion of sales leads
Since sales leads are collected from different communication channels, and most small businesses use online spreadsheets instead of CRM, information Dispersion is a severe problem.
Persona
I created a persona representing a Ratin CRM user with the data collected from the interviews and survey. The persona helped me arrive at better solutions as it gave us an in-depth understanding of the user's goals, frustrations, and overall personality. So, meet Anna:
[ Anna Miller ]
Job
Sales Manager
Age
29
Location
Tehran
Education
MBA
Anna has been working in an advertising company for about four years. In his team, three other people are working as sales specialists. In addition to sales, he is well-versed in marketing and advertising.
Anna’s first goal is to gain experience and increase income. She also wants to be able to start her advertising company in the next two years.
Loss of customers information
Not having reliable data about her team's performance
Lack of integration of sales opportunities
The simplicity of the information entry process
Reasonable price for small companies
Simple and practical features
Coursera
Webinars
Youtube
Problem statement
Small companies need a comprehensive and integrated tool to manage customer relations, opportunities, campaigns, and tasks, a tool that can generate accurate reports without any complexity and save time with features such as import/export.
MVP: Goals
First, we had to set some goals for the MVP; What would success in this project look like?
Enhanced Data Analysis
Streamlined Invoicing
After the previous analysis, we got out with a long list of ideas, features, and solutions. But trying to develop everything simultaneously will be overwhelming and could make the team stuck at specific points. So making a plan and defining the features with higher priority is necessary. so we used MoSCoW prioritization methodology.
M
Must Have
S
Should Have
Creating, editing, deleting and searching Tasks
Creating, editing, deleting and searching Products
Integrated Invoices/Quotes Generator
Creating users
C
Could Have
Profile settings
Company settings
Permissions settings
Pricing plans
Opportunities settings
Notes on Opportunities
W
Buying subscription
Mobile version
Adding custom logos
Choosing custom colors
Mentions
Call logs
Information architecture
Ultimately, we have a clear idea about the content of our future application. The question now is how to organize this content to improve its usability. In this diagram, with the help of the Product Manager, we made logical links between pages based on users' needs.
Design System
I also made an integrated Design System for Ratin's digital products named Lucid DS. The primary benefit of a design system is saving time in iterations and changes by utilizing premade UI components and elements. by doing that, We can use the same elements over and over. Also, keep the consistency whole of the product. We always create the basics of a product in the design system and then complete that step by step in the designing screens.
Primary Color
#00A436
Primary Color
#99DBAF
Primary Color
Secondary Color
#F3BC00
Primary Color
#F9DE80
Primary Color
Product Sans
Sphinx of black quartz, judge my vow
How vexingly quick daft zebras jump!
یکان بخ
هر نفسی که فرو می بریم، مرگی را که مدام به ما دست اندازی میکند پس میزند.
Buttons
Button Title
Button Title
Button Title
Button Title
Button Title
Button Title
Button Title
Button Title
Button Title
متن دکمه
متن دکمه
متن دکمه
متن دکمه
متن دکمه
متن دکمه
متن دکمه
متن دکمه
متن دکمه
Landing Page
The landing page was carefully designed to drive traffic, improve the SEO and build Ratin's brand. It has a prominent CTA button, "Get Started Free" because most users would want to have a feel of the platform before subscribing.
Dashboard
These mockups represent a first version of the CRM application that focuses on managing contacts, opportunities and tasks based on the user's daily needs and expectations.
