Carmel B-Levy

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Redesign

CRM Behavior

Revamping CRM Interactions Based on Pain Points and User Feedback

Brief Introduction

The internal CRM enables bankers to manage client details and requests efficiently, while providing bank managers with full visibility

Focus

Redesigning the CRM by integrating user feedback and encouraging desired behaviors among bankers

Team

Design Team:

 Me (Lead Designer) + TL (Mentor) + VP product

Who I worked with:

Project manager TL and team

Tools

Figma

Challenge

Redesign the CRM to enable customization for both bankers and managers while ensuring compliance with local regulations

Key Pain Points

We analyzed data on desired behaviors and feedback from

bankers and managers, identifying these key pain points in the CRM:

1. Visibility Gaps

Limited visibility into key metrics, leaving bankers unaware of their KPIs and achievements

3. Lack of Customization

Managers struggled to align the CRM with branch goals and adjust the banker’s dashboard accordingly

2. Misaligned Measurement

Bankers felt inaccurately measured by the CRM, which didn’t align with their daily tasks or allow them to influence outcomes

Key Insights

Based on the pain points and design research on

complex systems, we identified 3 core insights

1. Task Segmentation

It is essential to categorize the requests in the CRM into groups to enable effective tracking and management

3. Comprehensive Measurement

There is a need to measure bankers’ performance both at the team level and individually, while providing transparency into personal data

2. Empowering Bankers

Bankers should be granted greater autonomy to manage their tasks efficiently, as they have the best understanding of their day-to-day operations

Key design features

A glimpse into the project will show these main key features

‘Top 10 Claims’ Dashboard

Displays the top 10 claims for bankers, reflecting bank managers’ priorities. This feature balances independence and influence for bankers while giving managers the ability to tailor and drive motivation effectively

Personal KPI Widget

An widget was designed to showcase individual KPIs, enhancing motivation and visibility into personal achievements and future planning for each banker

Transformation in Action

The CRM’s “Top 10 Claims” highlights manager priorities while balancing banker independence.

The Widget now displays individual KPIs, enhancing motivation and goal visibility

Before – Initial State

After – Optimized State

Increased Efficiency and Compliance

By categorizing requests and enabling better tracking, the redesigned CRM improved operational efficiency and adherence to local compliance requirements, ensuring that both bankers and managers could work within a streamlined and compliant framework

Positive Client Feedback and Business Growth

The redesigned CRM solution received positive feedback from both the bank and its employees, leading to increased satisfaction and engagement. This success contributed to the bank signing additional contracts, demonstrating the effectiveness and value of the solution

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