Your Gateway to Better Client Relationships
Career Foundry Case Study
By: Rozita Zadeh
Objective
Managing client relationships is easier than ever with LinkUp CRM, a smart, all-in-one solution designed to streamline daily tasks and maximize productivity, especially for users on the go. Instead of jumping between different apps, LinkUp provides users with everything they need in one place.
They can quickly check client accounts, review their history, and even call, text, or email them directly from the app. Users can also add notes to keep their team in the loop.
There’s a virtual desk to keep users' tasks organized, set priorities, and collaborate with the team, all in one simple tool. It’s designed to make users' days easier, wherever they are.
Problem Statement
Many of today’s CRM apps miss the mark in crucial ways. They tend to overwhelm users who only need straightforward tools, often presenting clunky interfaces that feel anything but intuitive. On top of that, they fail to solve all the problems users encounter, leaving people juggling between devices and apps just to get through their daily tasks. While some CRMs attempt to pack in similar features, they often either overcomplicate things or fail to seamlessly integrate the essentials users actually care about.
Don’t some apps already do this?
Let’s dig into the gaps and uncover the opportunities!
As Don Norman says in The Design of Everyday Things, "Great design starts with understanding the user." Before designing LinkUp CRM, I studied the CRM industry and existing tools to understand what works, what doesn’t, and where the gaps are. This helped me create a user-friendly and effective solution tailored to real needs.
Strengths
Salesforce: Comprehensive CRM with advanced AI, highly customizable, and a strong integration ecosystem.
Close CRM: User-friendly, great for sales teams with unified communication tools, and affordable for small businesses.
Weaknesses
Salesforce: Complex to use, expensive for small businesses, and often overwhelming due to its cluttered interface.
Close CRM: Limited advanced features, less robust mobile functionality, and smaller brand recognition.
Opportunities
Salesforce: Develop simpler solutions for smaller businesses and expand into more industry-specific tools.
Close CRM: Enhance mobile features, add more integrations, and introduce AI-driven tools to improve functionality.
Threats
Salesforce: Fierce competition from other CRMs like HubSpot, and the need to keep up with strict data regulations.
Close CRM: Increasing competition from more established players and the risk of economic challenges affecting smaller CRM budgets.
Key Takeaways for LinkUp CRM
When designing LinkUp, the goal was to keep things simple and practical, focusing on what users really need:
User-Friendly: A clean, easy-to-use design that works for everyone.
All-in-One App: Everything in one place! Communication, tasks, and client history.
Seamless Mobile Experience: Key features work just as well on mobile as on desktop.
Clear Navigation: Straightforward and quick access to tools without any hassle.
Team Collaboration: Makes teamwork easy with options to leave notes and assign tasks.
Efficient CTAs: Clear buttons that guide users to get things done without confusion.
Before Designing, I Needed to Listen to My Users!
Designing without understanding your users is like trying to solve a puzzle without all the pieces!
To make sure LinkUp CRM truly solves real problems, I interviewed 6 users who regularly work with CRM apps. These conversations focused on their frustrations, needs, and what they wish their tools could do better.
What I Learned:
CRM tools like Salesforce feel overly complicated and don’t fully meet user needs.Users prefer texting and calling clients since it gets faster responses.Switching between multiple devices (laptop, iPad, iPhone) is frustrating—and expensive for companies.Tracking client history is essential but often clunky or missing.The app must be simple enough for everyone to use, from young adults to seniors, no matter their tech experience.Managers need features for tracking tasks and helping teams collaborate better.
The Big Takeaway:
Users want one app that’s easy to use, works just as well on mobile, and makes their day-to-day tasks smoother. This research gave me a clear direction: LinkUp CRM had to be simple, mobile-friendly, and a true all-in-one solution for managing clients and teamwork.
It's Time for Some User Stories & User Personas
Jen:
"As a busy salesperson balancing work and college, I want a single app where I can manage my tasks, access client histories, and set reminders, so I can stay organized and efficient without switching between multiple devices."
Peggy:
"As a manager overseeing a large team, I need a tool that lets me track my team's activities, provide timely support, and keep everything organized in one place, so I can focus on helping my team succeed without juggling multiple apps."
Alright, we know who our users are, but how do they actually interact with LinkUp?
This is where we step into their shoes and map out their journeys...
Let’s Map Out the Flow…
User Story:
"As a newly hired salesperson, I want to review my daily tasks, follow up with clients, and leave detailed notes, so that I can stay organized, collaborate with my team, and complete my work efficiently."
Creating this user story helped me focus on how Jen interacts with the app to manage her tasks effectively. Let’s break it down step by step.
Refining the Sitemap
with Card Sorting
To design LinkUp’s structure, I used open card sorting with participants aged 18-60 in customer service, support, or management. This helped me understand how users naturally organize information, ensuring a clear and intuitive sitemap.
With the groundwork complete, it’s time for the fun part, sketching and building the low-fidelity prototype!
High-Fidelity Prototype
To prepare for user testing, I created an interactive prototype to show how three key tasks would work in LinkUp. It let users experience the app as if it were real.
During testing, I was excited to see how users would respond. Could they complete tasks easily? Did the app feel simple and enjoyable to use? Were there any frustrations that needed fixing?
To make the app more engaging, I added fun design elements like bouncy animations and smooth transitions in the onboarding process. These touches help new users feel welcomed and make the app more enjoyable to use.
The feedback was great and gave me clear insights on how to make LinkUp even better!
Design Documentation
"Design is not just what it looks like and feels like. Design is how it works." – Steve Jobs
This quote perfectly captures the mindset I brought to LinkUp's design documentation. Every decision, from creating the sitemap to building interactive prototypes, was rooted in making the app functional and user-focused. The documentation serves as a critical bridge between design and development, ensuring that when it’s time to bring LinkUp to life, the developers have everything they need to make the app work seamlessly in the real world.
High-Fidelity Prototype
Design Collaboration
"Good design is all about collaboration."
Once my high-fidelity prototype was ready, I shared it with colleagues and professionals in the Graphic/UX design field. Their feedback was incredibly valuable. Sometimes, a fresh set of eyes catches things you might miss, and I believe it’s always worth asking for input, even if you don’t fully agree with it.
I remind myself often: this app isn’t for me—it’s for the users. Hearing other perspectives keeps me grounded and helps make the design stronger. Collaboration isn’t just helpful; it’s essential to creating something truly effective and user-focused.
Final Iteration
After several rounds of usability testing, incorporating accessibility considerations, and gathering feedback from my peers and mentor, I arrived at the final iteration of LinkUp CRM. Every step of the process refined the design to better meet user needs. Take a look at the final version!
Key Learnings
Simplicity always wins; less is more.
Collaboration brings fresh insights and uncovers blind spots.
Iteration is the heart of good design, it’s all about refining and improving.
Future Steps
Expand Task Management Features: Add task prioritization and deadline tracking to help users stay even more organized.
Introduce AI Assistance: Use AI to suggest next steps or tasks based on client interaction history.
Improve Mobile Functionality: Ensure the mobile app mirrors desktop capabilities seamlessly.
Team Collaboration Tools: Add shared task boards and real-time updates to enhance teamwork.
Enhanced Onboarding: Make the onboarding process more interactive and engaging for new users.
These next steps aim to make LinkUp CRM even more intuitive, efficient, and valuable for users.
Illustrations by Streamline.
Licensed under CC BY 4.0.
Modified with color adjustments by Rozita Zadeh.