UX/UI Tablet Application
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.
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.
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.
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
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.
Competitor companies with a trustworthy professional interface. Effective use of vector illustrations instead of raster images.
Data presented in a clear, digestible manner through charts, graphs, and other visual means.
Utilize negative white space with bold yet minimalistic color to emphasize critical information and text.
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
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.
Formulate a simple, clean, and easy to comprehend interface with minimal visual distractions to allow the user to accomplish tasks effortlessly.
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.
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.
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.”
The creation of wireframes was essential to serve as the underlying structure for the tablet interface design.
DESIGN PROCESS & APPROACH
Users expressed a desire for improved data size and legibility to create a more consistent and readable layout.
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.
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.
Users preferred a solid background versus the textures originally expressed in style-tiles. This was removed to create a more remarkable contrast between cards and the backdrop.