Year 2022

Platforms Desktop web, Mobile web

My Role Designed with Tikshita, Research, Visual design, Prototype, Interactions

Fresh Prints is a custom apparel company based in NY. Their primary customers are college students, and they also have corporate clientele.

Customer Relationship Management is part of V4 OMS. It's an ongoing and complex project which is set out in phases. I was part of designing phases II and III.

Phase I was about to obtain data on the sales team's response time through the API service.

Problem

1. Lack of Transparency

Currently, there is no centralized system to track customers data at one place, like transparency of text and email, response time, etc.

2. Account Attrition

The accounts were currently based on individual user contacts which results in account attrition when the user leaves the org/company.

FreshPrint's CRM Needs

API that would allow to connect with V4 or Zapier.
Data on response time or API that can be build ourselves.
Customizable enough for their business use case.
Support for selling over text message

Tech research started on CRM systems available in the market according to the specific business needs and current challenges.

Despite extensive research, none of the CRMs could meet all the needs. As they were expensive, lacked relevant features, and didn't support text messaging, we decided to build one.

Opportunity

What do we need to add to V4 to Increase Transparency and Account Retention?

CRM Phase II and III must achieve these goals to be able to collect data on account retention:

Goals

1. Transparency

A way to view the complete timeline of all conversation done via email and text between any contact and sales team.

2. Account Retention

Re-organize data from individual users to org/business accounts. A way to look at the complete history of an account and to be able to prioritize

re-engagement.

Primary users: ISA(Inside Sales Associate) and ISM(Inside Sales Manager).

Design Process

User Research Interview Patterns

Final Prototypes

Before finalizing the designs we went through wireframe testing with product team, sales team and stakeholders to be on the same page. CRM design was based on the FP's internal design system.

Phase 2: Visibility into email and text

User page to view the timeline of full conversation of a user, tap on that user.

Phase 3: Account Organization and Data

An accounts table to quickly and easily prioritise accounts for re-engagement.

An account page to see the complete history of all activities of an account across contacts.

Mobile Prototypes

Account table

Account Page

Account Page- Contact's Filter

Next Steps

To measure account retention: After CRM launch in 2023, data will be recorded for two quaters on:

User account > Order placed rate
User account > 2 orders placed rate

Team wide, per ISA and per ISM report on

# of accounts owned
% of accounts active
% of accounts retained
% of revenue from retained accounts
% growth in average account value

Takeaways

Understanding company's goals: Understanding company's need, goals and challenges to build CRM for their particular business use case.
User-centered design approach: We prioritized the user's experience and goals, rather than focusing solely on the company's needs and designing streamline experience for users.
Data visualization: The design was constantly iterated to effectively present data and information which was simple, intuitive and readable to users.
Collaboration and teamwork: To understand current needs and constraints we collaborated with the development team, product manager, and stakeholders to ensure a seamless integration of CRM design and functionality.