My role as the primary designer for UpperLevelCRM is to do a complete redesign of the CRM along with the landing page experience. I also worked on a complete rebranding of the company. I work primarily with the product manager/CEO of the company and also closely with the developers.
In this case study, I have included my work in redesigning the landing page along with the login/signup experience, and a few screenshots of the CRM.
1. Do a complete rebranding of the CRM
2. Improve usability across the platform
3. Establish a standardized design kit
4. Establish a standardised Design System
Redesign the static landing page
Improve the “request invite” experience for the new users
Improve communications throughout the site
Improve visual aspects of the site
Improve usability and information hierarchy
Product Strategy, Visual Design, Prototyping and Testing
Nov 2021 - Present
Figma, Adobe Illustrator, Adobe XD, Procreate, Whimsical
The redesign was aimed at giving the new users an easier way into the CRM. The ask was to provide all the information a new user would want to know about the software upfront so it would be easier for them to make a descision.
Several areas of this redeisgn was based on the user feed back obtained through a “helpful genie” that allows existing users to talk about any frustrations or opinions they might have.
As always I started off with a thorough research about existign CRMs. The first thing was to understand what a CRM is, CRM stands for “Customer Relationship Management” and is a software system that helps business owners easily track all communications and nurture relationships with their leads and clients. A CRM replaces the multitude of spreadsheets, databases and apps that many businesses patch together to track client data. The result: organization, efficiency, better time management, and impressed clients.
What a CRM does must be communicated effectively to the new users.
Understanding the problem
To redesign the landing page for CRM Software, all existing friction points were identified. The main goal of the the redesign was to facilitate a smoother and more intuitive way for new users to sign in.
Need to include questions that filter out bogus users
An additional step to verify email ID
Waiting period to set up user profile
Option to allow users to stay signed in
Signup form with simpler steps
Use existing customer testimonials to build trust
Effectively communicate the waiting period and verification process to the users
Include a FAQ section to answer questions
Add Pricing page details
Based on the research findings I created a list of pages and add-ons our website would feauture. Oja had a large assortment of pages that needed to be designed.I also had to map put the pages carefully, making sure the users would find it easy to navigate througout the site.
I started with some low to medium fidelity wireframes.
I have showed a side by side comparison of few of the design changes that I made.
Cleaned up th layout from the previous design.
Made the CRM software image the centre of focus.
Made the Login button the primary CTA.
Included a How it works section.
Made the value propositions stand out a bit more.
Included a "Start free trial" option.
Included testimonials from current customers to induce trust and a FAQ section.
Previous CRM page
New CRM Page
Used cards to improve visualization and layout.
Introduced an Edit/ View option to enable was of use for the users.
Used subtle cool tones for visual appeal.
Grouped similar items on the menu for was of navigation.
Previous grid system
Upgraded grid system
Here are some the screens of the final designs handoffs.
CRM SOFTWARE DESIGN
Currently I'm also working on a complete rebranding and working of the CRM software.