CRM Feature on Krealogi | UX Case Study
A new much-needed feature on this app!
Disclaimer: I do not work for Krealogi, this is part of our final project in Skilvul Virtual Internship which partners with Krealogi. Nonetheless, this article is definitely worth reading!
Team: Me, Silvira Laras Shinta, and NOUVAN RASULANGI
About Krealogi and CRM
Krealogi is a new application developed by Du Anyam. It is a digital supply chain platform made for small to medium enterprises, focusing on the crafting industry in Indonesia. Krealogi provides features that’ll help owners to manage their business such as Order Records, Production Plans, and Finance. However, there are still many features needed to be added to the platform. One of the key features is Customer Relationship Management, because what is business without customers, right?
Customer Relationship Management (CRM) is a system for managing a company’s relationships and interactions with customers and potential customers. Every company has its own take on CRM, therefore for this project we’ve scaled it down to the simplest form so hopefully anyone can understand and make use of the data provided.
Design Process
We used ‘Design Thinking’ as our working method. There are 5 stages in this methodology: Empathise, Define, Ideate, Prototype, and Testing. You can learn more about these stages here.
Initial Research
In order to find actual problems, we need to get insights from people who have experienced the field. Hence, we conducted qualitative research on Indonesian small to medium business owners about their CRM system and the difficulties in their current system.
From the research, we discovered that these are paint points encountered by the respondents:
Defining Problems
After acknowledging the issues, we grouped them into several categories in an affinity diagram. Classifying them will help us see the bigger picture of the problems.
From the categories in the affinity diagram, we then create the How-Might-We (HMW). HMW is rephasing the challenges into questions beginning with “How might we …”. Turning the problems into questions will give us more space to come up with creative solution ideas.
Ideation
The next stage is Ideation. This stage is one of my personal favorites. In this phase, we rely more on our creativity to answer the HMWs with innovative solutions. The more interesting, the better! (still paying attention to the objectives, of course.)
We wrote down all of our ideas, then sorted them in a prioritization diagram based on the effort of creating and the value of the solution ideas. There are 4 categories in the diagram: “Yes, Do It Now!”, “Do Next”, “Do Later”, and “Do Last”.
These are the solutions we thought needed to be prioritized:
Now that we have a clear vision of the problems and solution ideas, let’s get designing!
The Solution
- User Flow Diagram + Wireframe
The first part of designing a solution is to have a solid plan of how it’ll work. We need to plan the flow of the activities beforehand. There are many ways to visualize the flow of a solution but for this project, we’re using a user flow diagram.
After designing the flow, we created a low fidelity UI Design called Wireframe. With wireframe, we can focus on the structure rather than getting distracted by colors and shapes. Also, fixing a wireframe is more efficient than fixing a high-fidelity UI design. It’s like sketching before painting.
Here are the 5 flows we made based on our ideation results:
Flow #1: Saving Contacts
Flow #2: Broadcast
Flow #3: Business Card
Flow #4: Contact Quick Access on Order Records Form
Flow #5: Customer Analytics
4. UI Kit
Now that we have a clear view of the flow and structure of the solutions, we can begin the UI design process. Making UI design is like putting makeup on the wireframes. But before we get to the fun part, we need to prepare the elements first!
This part might seem boring but it is crucial especially if you’re working within a team. We have to maintain consistency throughout the design.
Here is a sneak peek of the UI Kit we created before designing the pages:
5. Prototype
Alright, enough with the preparation. let’s see some visuals!
Flow #1: On this flow, we focus mainly on saving and displaying contact information. For the CRM feature, we added Notes, Activity, and Purchase History right on the contact so it will be easier for users to remember the customer’s favorites, active times, and personality.
Users can also customize the input fields when they’re adding new contacts in case they want to add other important details about the customer such as social media, birthday, etc.
Flow #2: The broadcast page has several features such as message Scheduling, Draft, and Message History. Previously written messages are saved and can be reused.
Flow #3: There are 2 ways to share your business card, by downloading it as a picture then you can share it manually with anyone on any platform or by scanning the QR code and it will be saved automatically to the scanner’s device.
Flow #4: Is just as simple as adding a contact details autofill to the form but imagine the efficiency improved! No need to write names and address manually anymore.
Flow #5: The analytics of users’ customers. Data presented are the geography of the customers, genders, active times, and customer ranks.
Feel free to try the prototype here!
Testing
To validate our solutions, we conducted a Stimulus Research with an In-Depth Interview and Usability Testing.
The criteria for the respondent was:
- 21–50 years old
- Small to Medium Business Owner
- The Business must be running for at least 1 year
- Familiar with production plans and other business records
- Has customer/vendor record
- Lives in Indonesia
- Have experience with technology
- Speaks Indonesian
We used Single Ease Question (ESQ) as our metric. ESQ has a scale of 1–7, with 7 being the best. Here is the result of the research:
Despite receiving such great scores, we noticed at some parts the respondent was struggling to deal with the features. Therefore with the combination of the respondent’s input and our observation, we came up with some revisions.
Design Iteration
Conclusion
Customer Relationship Management is a beneficial feature to include in a business app such as Krealogi because customers play a big part in a business.
Customers love it when sellers actually care and pay attention to them and their likings. However, it’s hard for sellers to remember all of their customer’s details.
Therefore by putting simple reminders such as our proposed design should be able to help business owners maintain and improve their relationship with their customers.
Thank you for reading!
References:
https://www.seguetech.com/the-importance-of-wireframing-for-a-responsive-website/
