Cartrack USA needed an internal Customer Relationship Manager for their sales team as they went into new markets around the world.
With several CRM titans on the field, it was pertinent to stew myself into the other products already on the market.
Each business customizes how they conduct their tasks. When it came to the CRM, the simplest interface usually won out by focusing on the primary features at hand.
For Cartrack, it would be creating and managing accounts.
I worked with the Sales Manager in our South Africa headquarters to survey our sales team, where I learned many insights.
The Sales Manager reported a pain point that too few sales team members recorded their minutes in meetings. There was low engagement as per the funnel, and they even had to set up punishment if they did not follow.
Additionally, I interviewed the US sales team and did contextual inquiries with them — to learn not just what they say but as well as what they do.
My challenge was to create a software that would be easy for a user to incorporate into their everyday behavior.
Through the interviews with stakeholders, I identified three user types:
Each persona has their own set of tasks to accomplish for their job, so I split up the designs for the CRM to have separate user flows as so.
UI showing the dashboard for an RM, creating an account, and a task manager.
I conducted usability testing with our sales and admin reps in the US office.
The computer skills among these testers were higher than our international offices. Additionally, 4 out of 5 had experience with other CRMs in the past. The ages ranged 30s-50, and came from a diverse range of backgrounds.
1. General impressions
2. Check on accounts in the pipeline
3. Setup calendar meetings
4. Adding a reminder.
Through testing, I uncovered these insights as compared to their current CRM:
1. Improvement of usability through simplicity (100% reported testers)
2. More desirable layout compared to their current CRM (60% reported testers)
3. Greater integration of features compared to current CRM (60% reported testers)
4. Users thought the calendar meetings setup flow was confusing because of copy terms and priority level colors.
The CRM was built on the existing React platform of the core product, and rolled out first to the Thailand call center in 2018.
