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 is a digital platform that helps you manage your company's relationships and interactions with your clients and potential customers. It keeps you stay connected to customers, streamline processes, and generate leads, especially during the Covid-19 pandemic. 
Role
I was part of the R&D team, led the UX design of the CRM platform between May to October, 2020. I worked closely with graphic designers and developers for implementation and testing.  
Goal/Solution
Create an accessible CRM platform to help business to improve customer retention, build more sustainable relationship with customer, and keeps the business connected to its customers. 
Personas
Competitors Analyst
Many existing CRM platforms in the market are either with disorganized overwhelming functionalities or outdated user interfaces. We identified many issues that customers facing. The most serious problem for these companies is they are not willing to improve their product's user experience due to re-training costs across the company. If their current customers are ok with the platform, they don't even bother to improve their product(s). Some of the companies do not even have a UX designer in-house, with the limited design knowledge of developers. The project ends up over-promised. 
Interview
22 People participated in the interviews. [All interviews are through Phone, Email, and Zoom due to Pandemic] Base on the responses, the team have identified the needs and wants from the interviews below:

Needs
• Minimalist
• User friendly
• Accessible (AODA, WCG 2.0 compliance)

Wants
• Visually appealing
• Well-organized info
User-Centered Design Canvas
High Fidelity Wireframe
Login Screen
Enhance Loading Screen with Personalized Message

Pipeline

Report
Engagement
360 Portfolio
Solicitation
During the Covid-19 pandemic, most of the interactions between customers are online. The new platform allows users to keep tracking on their engagements with customers even at home. A great investment to help their team to generate more leads and maintain customers' loyalty. 
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