Finding Product Market Fit - From Concept to Implementation
Co-Kitchen was looking to develop a CRM system to manage customer relationships more effectively. As part of this initiative, they needed a user-friendly dashboard to provide a comprehensive view of customer interactions and data. I was tasked with designing the CRM dashboard from scratch, focusing on key features and metrics to ensure its success.
Feature Adoption rate
54%
User Retention
82%
Senior Designer
SAAS
Developers
Product Managers
Other Designers
Support Team
Challenge
The primary challenge was to create a CRM dashboard that not only met the needs of Co-Kitchen's staff but also aligned with the overall business objectives. The goal was to find a product-market fit by ensuring the dashboard addressed the pain points of managing customer relationships and provided actionable insights to improve customer engagement and satisfaction.
Results
54%
User feature adoption
20%
User retention
50%
Efficiency in Customer Support
Process
Approach
User Research and Insights:
Conducted in-depth interviews with Co-Kitchen staff to understand their pain points, needs, and workflows.
Analyzed existing customer interaction data to identify common issues and areas for improvement.
Collected feedback from potential users to gauge their expectations and preferences for the CRM dashboard.
Approach
Defining Key Features and Metrics:
Based on the research, identified key features essential for the CRM dashboard, including customer profiles, interaction history, task management, and analytics.
Established metrics to measure the dashboard’s effectiveness, such as user engagement, task completion rates, and customer satisfaction scores.
Design and Prototyping:
Created wireframes and prototypes of the CRM dashboard, focusing on a clean, intuitive interface that prioritized ease of use.
Incorporated personalization features to tailor the dashboard to individual user roles and preferences.
Iteratively refined the design based on user feedback and usability testing.
Implementation and Testing:
Collaborated with developers to ensure the design was accurately implemented and integrated with Co-Kitchen’s existing systems.
Conducted beta testing with a select group of users to identify any issues and gather feedback for further improvements.
Provided training and support to users to ensure a smooth transition to the new CRM dashboard.
The CRM dashboard design was created with a modern, simple, and highly readable style. It featured clean lines, whitespace, and a minimalist look for a contemporary feel. The design focused on presenting information in a clear and digestible manner, with a clean layout and legible typography to enhance readability. Overall, the design aimed to provide an intuitive user experience that facilitated efficient information processing and decision-making.
Validating designs
Beta Testing:
Select Beta Users: Identify a group of staff members who will use the CRM dashboard in their daily activities.
Collect Feedback: Regularly gather qualitative feedback from beta users through surveys and interviews.
Monitor Usage: Use analytics to track how beta users interact with the dashboard, focusing on key features and pain points.
Iterative Improvements:
Analyze Feedback: Identify common issues and areas for improvement from user feedback and usage data.
Refine Design: Make necessary adjustments to the dashboard design and functionality based on the analysis.
Re-test: Implement changes and conduct another round of testing to validate improvements.
Conclusion
The CRM dashboard design project successfully transformed the company's approach to customer relationship management. By focusing on user needs and implementing key features, the dashboard improved user adoption, efficiency, sales, and customer satisfaction. The iterative design process ensured that the final product met the company's goals and exceeded user expectations.