← Home
Button TextButton TextButton TextButton Text

CRM Research, UX and Interface Upgrade

I was responsible for...




June 2019

I led a project to improve the record layout on an enterprise software with over 260,000 users.

What’s a Rich Text element?


Another subheading

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

And here is a really important quote that I'll want to highlight.

• • •

Project objectives...

As Rex Software is progressing into new countries, we're preparing for a UX and UI redesign of some of the major components our users interact with everyday, including record layouts.

Our goal is to improve the experience for our user, to extend the experience to tablet and mobile devices, while making a more efficient use of space of large desktop monitors.

"Our users want an enjoyable, easy, and frictionless experience when managing and updating their contacts, properties and other records, as they use our platform everyday."

• • •

I was responsible for...

• • •

Project details...



1. Research UX best practices

Research UX best practices for displaying complex information to users in the best way.

2. UX Analysis of Existing Record Layout

Analyse our existing Record Layouts by utilising both quantitative and qualitative data. Analyse heatmaps, user feedback, interaction data, etc.

3. UX Analysis of Industry Competitors

Explore ways that CRM's in the same industry have executed their record views, and how successful they are based on the UX best practices, taking into consideration their user types and user goals.

4. UX Analysis of Leading Enterprise Software

Explore ways that other leading enterprises outside of the real estate industry have executed their record layouts, and how successful they are based on the UX best practices, taking into consideration their user types and user goals.

5. Conclude Learnings

Determine what we can take from the above learnings, and come to some solid conclusions

6. Low-fidelity Wireframes

Explore new layouts with low-fidelity wireframes, based on the conclusions from the above learnings.

7. High Fidelity Wireframes

I provided high fidelity wireframes, showing the max and min widths of each area, and how they respond on different viewport widths and heights.

I defined the breakpoints, based on the research I had conducted regarding the optimal content width for data content.

I also included clear annotations to explain the designs and how the act.

I Included ways the user could personalise a record layout to suit their job responsibilities.

And included alternative component layouts to make sure we were exploring every possibility that suited the findings from my research.

8. Low-fidelity Prototypes

Prototype low-fidelity vertically and horizontally responsive layouts on different device sizes.

9. Responsive Prototypes

10. Test and Improve

Conduct initial user testing to determine UX efficiency of the different layouts explored. Take note of the users' feedback.

Iterate, test, execute, test, and repeat.

11. Track

Track the success of the new layout by tracking qualitative benchmarks.


Relevance + Personalization + Context + Outcomes = Helpful UX


Relevance is all about delivering what users consider important. Technology should be designed and configured to deliver relevant information by role and based on use cases.


Personalisation adapts the CRM software based on configurations, preference settings, role, past use, channel, device and location. Personalization goes beyond the way the application looks and includes how the application responds, what content is displayed or promoted, how content is consumed and how the use case outcome was achieved within the user’s personal preferences. CRM software applications permit simple user management, user segmentation and role-based configurations which contribute to personalization. However, to maximize this capability you’ll need to apply several tactics I’ll share later in the user experience best practices section.


Context advances content from static views to dynamic information based on what’s needed at any point in time and based on variables which match a situation. Within a CRM application context brings what’s needed to the forefront faster and with fewer keystrokes. By understanding users past behaviors and actions (or what we sometimes call situational data and outcomes) you can anticipate situations, predict the best case responses and configure CRM software to proactively react.


Outcomes are the results that cement the users experience. The three factors that most impact the user’s perception of CRM outcomes are predictability, convenience and timeliness. Use cases must be designed for these three variables.

• • •

Applications Used

Applications Used

Giphy Capture to capture UX Interactions & Experiences

Google Slides to present UX & Competitor Analysis

Sketch for UX explorations and solution

Google Docs to document UX Exploration and Solutions

InVision for low-fi prototyping