Designing Smarter CRM Experiences

Unify fragmented CRM systems to improve operational efficiency and streamline user workflows across 15+ subsidiaries.

challenge.

The client was consolidating CRM systems across 15+ subsidiaries under Salesforce. The key challenge was to unify fragmented platforms while ensuring the system supported diverse workflows, simplified navigation, and minimized inefficiencies.

Research Approach

Conducted 10–15 interviews with users from all subsidiaries, including Operations Managers and stakeholders.
Analyzed workflows, pain points, and platform needs.
Developed personas and journey maps to visualize challenges and identify opportunities.

Solutions

Simplified Navigation: Recommended an intuitive CRM structure with integrated tools and seamless access to client data.
Unified Data Structure: Recommended real-time syncing and standardized inputs to ensure accuracy.
Customizable Reporting: Proposed streamlined analytics tools tailored to user needs.
Collaboration Features: Advocated for cross-subsidiary integration to enhance transparency and teamwork.

Key Insights

Workflow Inefficiencies: Redundant steps and inconsistent data handling caused errors and frustration.
Platform Usability: Complex navigation made accessing tools and reports challenging.
Data Accuracy: Disconnected systems led to inconsistent and unreliable data.
Reporting Needs: Users required simplified, customizable reporting tools.
Collaboration: Limited integration restricted cross-subsidiary communication and teamwork.

Outcomes

Delivered a Key Insights Document with actionable recommendations, including:
- An Effort vs. Value Graph to prioritize high-impact, low-effort features.
- Personas and journey maps to guide Salesforce implementation.
Streamlined workflows and improved platform usability, laying the foundation for a cohesive, scalable CRM system.
Enhanced user satisfaction and operational efficiency across 15+ subsidiaries.

user experience.

Alex

Operations Manager

Alex, an Operations Manager, oversees client data, reporting, and daily workflows across subsidiaries. She ensures tasks are completed efficiently despite navigating fragmented platforms and inconsistent processes, highlighting the need for a unified and intuitive CRM system.

Goals

Simplify workflows to save time and enhance operational efficiency.
Access accurate, up-to-date client data to support better decision-making.
Utilize reporting tools to track performance and deliver actionable insights.
Enable cross-subsidiary collaboration through a unified set of tools

Pain Points

Current platforms are unintuitive, making navigation cumbersome and slowing task completion, which frustrates users.
Disconnected systems create data inconsistencies, leading to errors and inefficiencies that reduce overall productivity.
Advanced analytics tools are overly complex, resulting in low adoption and limited usefulness among employees.
Limited integration between subsidiaries restricts collaboration, making teamwork and transparency more difficult.

Needs

Reliable, real-time data syncing is essential to minimize errors and ensure consistent access across platforms.
Navigation must be intuitive, allowing users to quickly find essential tools and data.
Flexible workflows and customizable reporting options are needed to meet the unique requirements of each subsidiary.
Seamless integration between document management, reporting, and email systems is critical for improving usability and collaboration.

"If we had one platform that made it easier to find what I need and get through my tasks faster, it would save me so much time."

"Right now, it feels like I’m always second-guessing the data because it’s inconsistent. If it were accurate and reliable, I could make decisions with confidence."

"I just want reporting tools that aren’t so overwhelming. If they were simpler, I could actually use them to get the insights I need."

"Being able to see updates in real-time and have everything in one place would cut out so many extra steps and make it easier to work with my team."