Effortless Sales CRM System
Problem
Solution
Small-sized health insurance companies struggle with repetitive workloads and ineffective management practices that hinder productivity and impede sales targets.
A sales CRM boosts management efficiency and sales growth with streamlined lead management, customised dashboards, actionable suggestions, and regular clean-up of unused views.
My Role
Sole contributor
Duration
5 weeks
Research
I conducted a survey among sales professionals in the healthcare industry to understand their needs and frustrations. The survey had 15 participants, 8 female and 7 male, all aged between 25-50 years, with 10 of them selected from Maze.
"When I need to import clients from different channels, I have to repeat the same steps many times." (from start-up company)
"I need a better way to monitor my team's performance and motivate them." (from large company)
"There are too many useless features that made me overwhelmed." (from medium-sized company)
"I wish the system could remember my search and filter settings." (from medium-sized company)
"I'm sick of checking one by one for duplicates every time I import new leads." (from start-up company)
Empathy Map
I interviewed 5 sales reps who work in the healthcare industry to dig deeper with their reasons behind their frustrations.
Survey Results
By collecting and categorizing data for analysis, I discovered that many senior sales professionals and managers were struggling with inefficient tools that hindered their ability to focus on high-value work.
(13.3%)
Sales Reps who felt their CRM is hard to navigate.
Sales Reps who said their CRM is too complex to use.
(20%)
Sales Reps who struggled with repetitive workload.
(40%)
Sales Reps who said their CRM cannot provide customisation for their needs
(46.7%)
Additional, I reviewed some reports to to find out if this was a common phenomenon in the healthcare industry. These insights helped me determined how to approach MVP solutions.
Participants see provider organizations losing revenue due to inefficient data use and recognize the need to improve information leverage. (90%)
Data issues (fragmentation, management, optimization) have become a challenge. (45%)
Persona
Pain Points
After analysing research data, I have narrowed down the pain points to the following two points:
Repetitive Workload
Users are frustrated by the large amount of repetitive work
Inefficient Management
Dashboard is inflexible and cannot be customised to admins’ needs
What I didn’t know at the start of this project:
- Before I jump into the ideation part, I found that behind the repetitive workload is that Senior Sales are bothered by data entry, they won’t find value in a process if they cannot see the process moving them closer to a commission. And Sales Managers faced various challenges in managing efficiently. The main pain points can be summarised as 'inefficient management.' However, to address this, I have to break down this pain point and figure out individual solutions.
Concept Sketches
Ideation Sketch
Paper Wireframe
Design Challenge 1
Repetitive Workload
Users are frustrated by the large amount of repetitive work
Automate Lead Capture
"When I need to import clients from different channels, I have to repeat the same steps many times."
First, users shouldn't do unnecessary data entry. Sales Reps should focus on activities that get them closer to closing deals, rather than updating contact information, relationship insights and other data that can be automatically fed into your systems.
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New Leads Reminder
Detect Duplicate Data
Detection of Duplicated Data
"I'm sick of checking one by one for duplicates every time I import new leads."
The system automatically detects duplicate information and highlights it, allowing users to focus on high-value tasks.
Design Challenge 2
Inefficient Management
Dashboard is inflexible and cannot be customised to admins’ needs
1. Actionable Suggestion
"I need a better way to monitor my team's performance and motivate them."
The system tracks your performance in your primary business objectives and provides notifications to help sales managers stay on top of their key metrics at a glance.
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Poor Performance Warning
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Invite
Book a Meeting
2. Advanced Customisation
"I wish the system could remember my search and filter settings."
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Customised your dashboard effortlessly using the simple drag-and-drop feature.
Moreover, users encounter different scenarios and needs in their real work. To save time and energy, users should be allowed to save multiple views instead of relying on a single default dashboard.
Save
3. Smart Cleaning
"There are too many useless features that made me overwhelmed.”
Users are often overwhelmed by dashboards that have too many features or views, as not all features are applicable to every user. Therefore, the system needs to regularly check for unused views to help users avoid confusion.
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Hide
Iteration
I conducted a moderated usability testing with five participants: two females and three males who work as Sales Representatives in the healthcare industry.All of the participants were aged between 25 and 50 years old.
Finding 1:
Inconvenient Comparing Feature
Import
Some users don't like to drag the indicator to compare duplicate information
Review
Users find it inconvenient to compare data using indicators
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Finding 2:
Unclear
Visual Hint
The transition from the default screen to the edit mode is not clearly indicated to the user, causing confusion as to whether the screen is editable or not.
Edit
Save
All views that have shadows and borders caused confusion
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Finding 3:
Hesitant
CTA Button
Clean unused features
Users feel hesitant to take the next step as they are afraid they won't be able to find it if they delete it
Users are hesitant before deleting
Iteration Results
Success Rate: in the task "Customise Your Dashboard", the success rate increased by 40% in 2nd round of usability testing.
Time on Task: on average, all participants completed the "Delete Duplicate Leads" task in 32 seconds, representing a 25% increase.
NPS: in the 2nd round of usability testing, 4 out of 5 participants successfully completed this task, and all of them rated it between 7 - 10. As a result, the NPS increased by 60%.
Design System
Colours
Typography
Buttons
Avatars
Icons
Other Screens
Project Limitation
Due to the limited participant pool during the research phase, some of the insights obtained from users may be one-sided or less significant than currently attributed. The niche market of sales representatives in small-sized health insurance companies posed challenges in recruiting a larger number of participants for usability testing. As a result, I encountered limitations in testing the solutions with a broader range of professionals within this industry.
Next Step
Design is never finished, so my next steps would be:
-
Iterate on less important insights (addressing only P0 insights for now) from the previous usability testing.
-
Conduct additional rounds of usability testing with users within the target market to gather further insights.
-
Explore how to improve my solutions with experienced designers.