ChildcareCRM

My Role: User Experience and Design

ChildcareCRM Product

Hypothesis

The business sees an opportunity for growth in the SMB market and also wants to mitigate churn amongst their current SMB clients. We assume that SMB clinets looking for a CRM solution are focused on task automation, high-level reporting, and an overall interface that is intuitive and more desireable than a manual process. However some of the pain points amongs SMB users are technical fluency, task fatigue, and overall confusion around the automation triggers.

Solution

  • Create dashboard that allows interaction with the most relevant features
  • Reduce steps to complete daily tasks
  • Create Marketing Flow that empowers strategic thinking, and eliminates fear of error
  • Apply overall new, modern visual design and information architecture to interface

Process

Working closely with the CTO, Head of Engineering, and Product Owner, I created a project plan to lead the team through the UX process. The four-phase process began with discovery—stakeholder and SME interviews, competitive analysis, analytics, and a card-sorting exercise. Based on the output from those activities I defined user requirements, product requirements, and KPIs. Part of the definition phase was the creation of user flows for the most critcal tasks including task management, lead qualification, and tour schedules. The wireframes addressed these flows as well as the entire product platform. Final handoff included annotated wireframes and initial design system deliverables.

Result

The launch of this "light" product is scheduled for October 2020. The KPIs we will track are based around client engagement, NPS scoring, and chrun rate.