Sindi - SaaS CRM Solution
About
Sindi CRM is a SaaS platform designed for small and medium-sized businesses, aimed at streamlining sales processes and improving team communication. Despite being functional, the previous version of the system had significant challenges, such as scattered information, lack of task prioritization, and an overloaded visual interface. The goal of the redesign was to transform Sindi CRM into a strategic, efficient, and user-friendly tool for its primary users: sales representatives.
The Challenge
The main challenge of this project was to address the frustration users experienced while navigating the platform. Key pain points included scattered information, which made finding essential data time-consuming, and the lack of clear task prioritization, leading to inefficiencies in daily workflows. The outdated layout combined critical metrics, operational tools, and navigation elements in a single cluttered space, overwhelming users and reducing productivity. It was crucial to design a solution that not only resolved these issues but also improved overall usability and user satisfaction.
Before the Redesign
The initial version of Sindi CRM hindered productivity due to a confusing layout and inefficient features. Users struggled to locate essential information, taking up to 10 minutes to find client details. Tasks lacked prioritization, forcing users to rely on external spreadsheets. Additionally, similar-looking buttons caused frequent errors, and the overloaded interface made navigation overwhelming, particularly for new users.
After the Redesign
The new Sindi CRM introduced impactful solutions to the platform’s usability issues. A Task Table was implemented, reducing task organization time from 10 minutes to 3. A dedicated performance metrics page was created, allowing users to easily access critical sales data while decluttering the dashboard, which previously mixed metrics with operational tools. The personalized dashboard now highlights priority deals, while an intuitive status board with color-coded labels makes navigation seamless. Redesigned action buttons minimized operational errors, and a centralized comments section enhanced team collaboration.
Approach
The redesign was carried out using User-Centered Design principles and the Double Diamond framework, prioritizing interviews with users and workflow analysis. We created wireframes, interactive prototypes, and tested every iteration to ensure functionality. Solutions included a Task Table for daily activities, a personalized dashboard highlighting priority deals, and improved status boards, ensuring clarity and speed in usage.
Final Outcome
The new Sindi CRM delivered impressive results, with a 30% increase in operational efficiency and a 70% reduction in daily task organization time. The redesigned visual hierarchy minimized errors, and 98% of users reported greater ease of use. The project demonstrated how user-centered design can transform complex systems into intuitive and productive tools.
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