CRM Solutions for Technical Enterprises

Next Gen is a B2B company that has a lot of clients. Their goal is to streamline processes within large factories and technical studios. Their advanced technical support program brings automation to the full production cycle—from placing orders to processing payments—tailoring it to fit the unique needs of businesses, regardless of size

Client
Next Gen
Project Type
B2B
My role
UX/UI Designer
Year
2020
Project overview
This project embarked on the ambitious task of integrating a modular system into an established technical support framework.
My client's software was designed to fit into the intricate world of large-scale production, making operations smoother. We automated not only manual work, but replaced 10 different applications with one. But we soon realized that their all-in-one automation tool wasn't quite right for everyone, from tiny firms to huge corporations. This led to a move toward a more flexible and customizable system that could match the specific needs of each client.
The problem
Over time, they discovered the problem that any clients need to customise the program for themselves. A small business does not need all the features that a large business needs. Often, the client is not ready to automate the entire process at once and wants to start with a part. Also, large customers asked to enable new features for a separate price. It was decided to divide the product into modules and create a custom price for each client depending on which modules he is going to purchase.
My objectives was
Analyse the existing manual process of "turning on" and "turning off" modules for customers with the help of developers.
Based on errors and wishes, create a plan for a new process. When the customer can "turn on" or "turn off" the modules without the involvement of the technical team (only with the consultation of the sales manager)
Create an admin panel for managers who would manage the process of processing applications from new customers, price changes and product customisation for each customer.
Create a client-side user interface.
Working process
My approach was to build a swimlane diagram of a new user flow, based on which I could understand and build a CJM. According to all previous artifacts, I designed a new UI for the Admin user flow.
Swimlane Diagram
Building upon a detailed analysis of the current workflow, I crafted a new process Swimlane diagram,  designed to address and rectify inefficiencies. This proposed framework, refined in collaboration with stakeholders, aims to significantly streamline operations. It marks a pivotal step towards achieving operational excellence, ensuring that the system is both effective and adaptable to the evolving needs of our clientele. A Swimlane diagram of the new process consists of a few entities:
User
System
Customer status
Admin
Customer Journey Map
The Swimlane diagram helped me in understanding the current process and outlining the necessary updates. Subsequently, I began constructing a Customer Journey Map (CJM) artifact that encompassed steps from both types of users. I utilised an Admin Console (AC) and a Client Console (CC) for this purpose. Given the complexity of the process, I simplified it by breaking down the user flow into several distinct steps. Thus, my finalised CJM included:
Before trial.
Add an additional feature to trial.
Buy subscription.
Buy additional feature.
Remove feature.
Finish subscription.
Prototyping
After designing the process CJM, I identified key user flows crucial for the development of prototypes, which I then rapidly designed.
Building Prototypes
CJM helped me make a list of potential issues and features we need to improve the user experience. So the next step was to design the detailed prototypes. It helped me create requirements for the technical team and design. After discussing the requirements with the stakeholders, I created an admin panel map for the Administrator with several flows. For example here the prototypes:
Administrator add a new user by himself.
Administrator add a new user when the user sent him a request.
Design
After showing the prototypes to the stakeholders, we reached a consensus that I could begin working on the UI, employing the design system to save time.
UI Development
After setting up the map for the prototypes, I got started on creating the user interface. While working on the UI screens, I made sure to organise all the different messages an Admin might need to handle client work, and sorted them into clear categories. This made it easier to find and manage the conversations on the platform.
Admin categories
Client page description.
Page list of clients description.
The Admin Panel screens
To design the Admin interface, I stuck to a basic design system. I broke down the Admin flow into three main categories: the Main Panel, Managing Features, and Customers. Each category comes with its own set of essential features that we mapped out with stakeholders beforehand. All these updates were informed by past user experiences and customer feedback.
Examples of screens
Main panel (Customers list & Notifications)
Managing features (Main info)
Managing features (Price management)
Customers (Main info)
Customers (Invoices and agreements)
Customers (History)
Summary
That was my first experience with such a complicated business and user flow system. In which I understood the importance of the CJM, Swimlane diagram and a coordination with developers and stakeholders.
Conclusion
In the end, I mapped out all the user flows that we had discussed and agreed upon with stakeholders. During the six months I spent on this product, numerous meetings and conversations with various experts deepened my understanding of the complex processes involved. I employed a design thinking approach, focusing extensively on Swimlane diagrams and CJM to conserve time and resources for the business, instead of diving straight into redesigning the actual UI. This strategy accelerated the process and also saved our developers' valuable time, as I didn't need them to join the meetings.
What I learned
When setting out to redesign complex business workflows, it's crucial to first understand all the processes. Creating artifacts like CJM and Swimlane diagrams can greatly aid in achieving this understanding.
Working closely with managers and experts who can articulate the process and user needs is essential. It's often more efficient to have a one-hour discussion with an expert manager than to spend days trying to figure out the product on your own.
Reviewing previous design reports from colleagues and user feedback from the customer support department can provide valuable insights. These resources are extremely helpful when you're looking to enhance current user flows and design a fresh, user-friendly interface.

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