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TRACK CRM

UX/UI Tablet Application

February 2020

BACKGROUND

TRACK is a CRM (Customer Relationship Management) software application for retail store managers and senior management to improve overall customer experience and business performance by capturing customer feedback of in-store interactions and service ratings to generate clear and actionable reports.   

CHALLENGE

TRACK is designed to continually improve customer service through timely and actionable reporting for busy store managers overwhelmed by administrative tasks and fragmented data systems. Senior management is looking for accurate, easy-to-use performance reports to evaluate store and associate performance. 

SOLUTION

Design an interactive, easy-to-use, and visually appealing interface based on the existing UX prototype. Conduct market research, desirability, and usability testing to produce the design system for a proprietary CRM (Customer Relationship Management) application, called TRACK.

UX RESEARCH

Based on the target persona, the TRACK users are young business managers between the ages of 25-35, looking for a glanceable way to digest employee and store’s performance with an emphasis on critical information to measure customer feedback.

Target User #1: Boutique Manager, NYC 

  • Desire a simple way to visualize individual employee and overall store performance metrics to improve business

  • Capture and measure customer feedback that is specific and actionable

Target User #2:   Regional Director, Northeast 

  • Desire benchmarking vs actuals to measure store performance

  • Need a way to quickly pinpoint improvement opportunities in individual stores and across the region

COMPETITIVE ANALYSIS

The CRM (Customer Rating Management) industry is rapidly growing with a fragmented, saturated field where Medalia, Zendesk, and Pendo are playing leading roles in the market. The TRACK landscape assessment consisted of domain research and competitive analysis, which revealed improvement opportunities for enhanced data representation, improved usability, and system functionality to generate simple custom reports to guide decisions-makers actions. 

DIRECT COMPETITORS

INDIRECT COMPETITORS

RESEARCH INSIGHTS

HIEARCHY ATTRIBUTES

Competitor companies with a trustworthy professional interface. Effective use of vector illustrations instead of raster images.

DATA VISUALIZATION

Data presented in a clear, digestible manner through charts, graphs, and other visual means.

WHITESPACE

Utilize negative white space with bold yet minimalistic color to emphasize critical information and text.

CLEAN LAYOUT

Crowded interfaces on various competitors made information challenging to read and understand. The usage of a proper layout and hierarchy is essential. 

DESIGN PRINCIPLES & APPROACH

HUMANIZE DATA

Create a humanized approach for data usage and report generation to be less overwhelming and time-consuming. The design approach strives to create an attractive and compelling interface to enhance user engagement. 

SIMPLIFY

Formulate a simple, clean, and easy to comprehend interface with minimal visual distractions to allow the user to accomplish tasks effortlessly.

INTERACTIVE

Implement an interactive and user-friendly design that is intuitive to the human touch. Visually stimulating representations and layout of real-time data and information are critical to the CRM system.  

IDEATION

The visual explorations focused on creating a fresh, approachable, and engaging interface by incorporating human elements and bringing complex, data-heavy reports to life in a simplistic, digestible manner. This style tile was the design direction chosen to move forward.

USER TESTING & CHOOSING A DESIGN

Desirability testing for the customer feedback platform was conducted amongst users with backgrounds in data analysis and CRM systems. The purpose was to identify user limitation areas to effectively perceive the visual design of the product and understand their initial design impressions. Three (3) design concepts were presented to our participants, and their interaction and observations were documented through a carefully created questionnaire. The participants were instructed to think out loud and share their thoughts throughout the test as we implemented first-stimuli reaction and ranking systems in order to gain a clear direction to pursue.

 FINDINGS: 

  • Data visualization should be more realistic and meaningful

  • Dark theme seen as unique compared to other platforms

  • Improve text legibility in graphs and charts 

  • Decrease the saturation of pattern and background colors

 

The first round of testing, 70% of participants chose the Futuristic Theme as their favorite, while 30% of participants differed in their preferences.

 ‍

This style-tile design was the most captivating and preferred for users. They expressed the “unique” nature of the dark-themed interface for a CRM system and found it “refreshing” and “easy on the eyes.”

WIREFRAMES

The creation of wireframes was essential to serve as the underlying structure for the tablet interface design. 

DESIGN PROCESS & APPROACH

HOME PAGE

To capture consistent customer reviews, the Homepage was designed with a real-time feedback column on the right side of the interface and left sidebar navigation for easy user flow throughout various pages. Bold, warm colors were used to feature critical data for users to see at a glance.

DAILY SNAPSHOT PAGE

Store Managers requested immediate access to critical employee and team performance through the Employee Schedules and Team Strengths data segments. Additionally, the typography was increased among data points, and clean margins created for a clear, consistent layout that improved legibility.

PERFORMANCE DATA

To effectively visualize, track, and manage the store's business achievement, key performance indicators are displayed in graphs and charts. Scrollable real-time feedback and interaction sections are consistent on all screens and a search-bar capability for more in-depth queries to complement the reports.  

CONCLUSION

Below is a video prototype that displays a visual representation of the navigation of the tablet interface. 

capocci-creative.com

908-304-8705

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