Project | Centie Financial Credit Union CRM platform
Duration | May - October 2020
Tool | Figma, Adobe Illustrator
Responsible for | User Experience
Centie Financial's Customer Relationship Management (CRM) is an advanced digital platform designed to effectively manage and nurture your company's connections and engagements with both existing clients and potential customers. By utilizing this powerful tool, you can effortlessly stay connected with your clientele, streamline crucial processes, and efficiently generate leads, all of which prove particularly beneficial in navigating the challenges posed by the Covid-19 pandemic.
From May to October 2020, I actively contributed to the Research and Development (R&D) team, assuming a leadership role in the User Experience (UX) design of the CRM platform. Throughout this period, I collaborated closely with talented graphic designers and developers, ensuring the successful implementation and rigorous testing of the design solutions.
The primary objective is to develop an inclusive and accessible CRM platform that empowers businesses to enhance customer retention, foster long-term and sustainable relationships with their clientele, and maintain strong connections with customers.
Numerous CRM platforms currently available in the market suffer from either disorganized and overwhelming functionalities or outdated user interfaces. The team has conducted extensive research and identified several challenges that customers commonly encounter. Among these, the most critical issue is the reluctance of companies to invest in enhancing their product's user experience, primarily due to the associated re-training costs across the entire organization. Consequently, if their existing customers express satisfaction with the current platform, companies often neglect efforts to improve their product(s). Additionally, some companies lack an in-house UX designer and rely solely on developers with limited design knowledge, resulting in projects that tend to overpromise and underdeliver.
A total of 22 individuals participated in the interview process, conducted via phone, email, and Zoom as a result of the pandemic. By analyzing the responses gathered during these interviews, the team successfully identified the specific needs and desires expressed by the participants. The insights gained from these interviews will serve as a valuable foundation for further development and refinement of the project.
• User friendly
• Accessible (AODA, WCG 2.0 compliance)
• Visually appealing
• Well-organized info
User-Centered Design Canvas
High Fidelity Wireframe
In the context of the Covid-19 pandemic, online interactions have become the primary mode of engagement between businesses and their customers. The new platform is designed to enable users to effectively track and manage their customer interactions even while working remotely from home. It represents a valuable investment for businesses, facilitating the generation of more leads and the cultivation of customer loyalty in these challenging times.