CRM

Duration

Apr 2023- June 2023

Tools

Figma

Type

UI/UX Design

Role

UX/UI designer

Duration

Apr 2023- June 2023

Tools

Figma

Type

UI/UX Design

Role

UX/UI designer

Overview

Make complex information easy and intuitive.

Directly to Final

👇

The objective of this UX project is to design a CRM system for BCR, a foreign exchange company, specifically tailored for Introducing Brokers (IBs). The CRM system aims to provide IBs with the ability to track and monitor their clients' activities, including deposits, withdrawals, and trading transactions. The goal is to create an intuitive and user-friendly interface that facilitates efficient management of client accounts and enhances the overall user experience.

Challenge

The biggest challenge in designing a CRM system for a CFD trading company is the complexity of managing a system that contains a large number and different types of products, customers and data. The primary challenge is to transform the complex and potentially overwhelming data into a logically clear, visually engaging, and user-centric interface that directly addresses the users' pain points.

Solution

To overcome this challenge, the following solutions can be implemented:

Simplified Information Architecture: Create a well-organised, intuitive information architecture that categorises products, customer data and other relevant information in a logical and hierarchical manner. This helps users easily find and access the specific data they need.
Visual data representation: present complex data in a visually appealing and easy-to-understand format using data visualisation techniques such as charts, graphs and interactive dashboards.
User-friendly interface: The CRM system should have a user-friendly interface that is easy to navigate and understand. It should provide clear and organised information so that introducing brokers can quickly access the relevant data they need.

Discover

Pets keeping essentials

Initial research focused on identifying target users for the robot pet sitter through background research to better understand the user's needs in terms of pet keeping as well as measuring the importance of these needs within the target user group.

FOCUS AREAS

What groups have the greatest demand for pet robot sitters?

Which features are essential to raise pets?

What technology products exist for smart pet keeping?

What are users current pain points with existing products?

Background Research

Do you Know that?

197%

increase in the number of pet dogs and cats in China relative to 2017, expected to overtake the US by 2024.

10.8%

growth for pet cats in China in 2020, much higher than the negative growth of pet dogs.

24%

cat owners in China aged 16-25 years old. They have a higher demand for smart pet products.

500%

growth in consumption of smart goods for pets in China by 2020.

Source: 2021 China Pet Industry White Paper

Online Ethnography

Based on background research I identified Chinese cat owners as target users and conducted an online ethnography of them on Chinese social media and e-commerce platforms to understand the essential needs of cat keeping and which smart products and features they are using and how they are experiencing them.

A monitoring camera is essential for me to keep an eye on him, not only to accompany him but also to make sure he's okay.

Cats are not expressive and it is difficult for people to notice anything unusual. I often fail to find out in time that my cat is sick.

I rarely spend enough time with my baby, I use the automatic feeder but I am worried about his lack of exercise and company.

KEY INSIGHTS

All users used a combination of multiple products to feed, monitoring and accompany cats.

Users value the importance of remote control of the robot's switches and separate control of individual functions.

Many people think there is a lack of products to track their pets' health.

A feature that monitors pet health indicators and alerts abnormalities in time is much needed.

Monitoring cameras that can communicate in both directions make users feel better about accompanying their pets

Most users find the game feature very useful for relieving pet loneliness and alleviating their guilt of not being able to be there.

Competitive Analysis

Competitive analysis was conducted to determine the features, strengths, weaknesses and user feedback of the smart pet products currently existing in the market to inform MEOW's features and information structure.

Job To Be Done

Combining key insights from the preliminary analysis, Job To Be Done was conducted to rank the outcomes and satisfaction, and got some design opportunities to focus on. The results showed that health was the most important user concern and needed to be addressed, followed by the play and feed.

Define

Carving out a niche in an emerging market

Create user profiles and personas based on the insights gathered from the discovery stage to further understand the goals of the target users and what features and functions are most important to them, in order to narrow down and prioritise user needs and pain points to guide the ideation process and the design of the user interface.

User Profile

An user profile was created to detail the typical user of a pet-sitting robot based on the information obtained from the user research in order to understand and identify the needs and preferences of the target users.

User Persona

Ideate

Focus on the health function

Afterwards, having all these users' issues and needs in mind, I focused on addressing the "How Might We allow users know their pets’ health status" statements. Rough sketches and lo-fi wireframes were created at this stage.

Sketches

Rough sketches to help me quickly record my initial thoughts and brainstorm my new ideas and share my views with the group to select the best one for development and iteration.

Wireframes

Based on the sketches and the group's feedback, a wireframe and the first high fidelity screen which is Home page based on the wireframe were created to obtain further feedback and iterate in an intuitive way.

Test

Focus on the health function

Two rounds of user testing were conducted, including obtaining feedback from clients to determine where improvements could be made to meet users' expectations, needs and desires.

Testing Results

The status of robot device is unclear.

Some uncommon icons and unnecessary information can lead to user confusion.

Navigation from home to medical record and health index is troublesome.

Quick edit medical record and turn on/off the robot are not available.

The most basic monitoring functions are not highlighted enough.

The angle of monitoring cannot be controlled by the user.

Partial Features Showcase

Designed for Accessibility, Even for Beginners.

After communicating with the company management, sales managers, IT developers and some IBs, a solution was developed for their requirements and needs. Below are some examples of solutions developed in response to stakeholder requests.

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Typography & Color

Visual Design Choice

As the CRM system also belongs to The BCR, the typography and colour choices are consistent with the official website, with the brand's yellow and blue-black colours as the main colours.

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Solution

Final Presentation

After multiple rounds of communication and iterations, a responsive CRM system was successfully developed to cater to direct clients, Introducing Brokers (IBs), and sales teams. The system comprises over 50 screens, with the trade and funding pages under the IB Center being determined not to require separate designs. The following showcases the main user interface for IBs.

HOME PAGE

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Basic Functions

IB Center

Click to go to the web 👉.

Reflection

What I learned

Through this project, I gained valuable insights and knowledge about 2B products and CRM systems, particularly in the context of CFD trading companies, which involve complex layers of agent relationships and commissions. The process of working on this project involved multiple rounds of communication and learning, which deepened my understanding of CFD trading and equipped me with valuable experience for future projects in a similar industry.

The approach to solving problems for different products varies. While a company's website focuses on aesthetics and attracting users, a CRM system places more emphasis on practicality, requiring a clean and clear layout. Additionally, in terms of interactions and animations, a CRM system dealing with large amounts of complex data needs to prioritize quick navigation and user mastery of the data, such as easily identifying transactions that occurred on the same day.

Where to improve

Add chat functionality to the system. As the company is a Chinese company and faces mainly Chinese customers, everyone is used to using WeChat, so the direct communication function in the system is ignored. Adding the chat function to the system will help the IBs and customers to communicate with each other quickly and conveniently, which can improve the working efficiency.

Add customisation and personalisation features that allow users to tailor the CRM experience to their preferences and priorities. Allow them to define their own view of the data, set up alerts and access personalised reports. This allows users to focus on the most relevant information and increase their efficiency.