one.com
Year
2024
My role
UX Designer
UI Designer
User Research
DesignOps
Team
Design (UI, UX, DesignOps)
Product Manager
Developers (iOS and Android)
Web Developers
Deliverables
High Fidelity Designs
Handovers
Usability Testing
Project summary
Contacts CRM is an intuitive tool designed for One.com’s online shop and website builder, streamlining customer relationship management by consolidating data from various sources into a single, user-friendly platform. It enables businesses to effortlessly capture leads through forms, checkouts, and sign-ups, while centralizing customer interactions for a complete overview. With seamless integration into One.com’s ecosystem, it automates follow-ups, prioritizes tasks, and enhances engagement, all while offering customizable forms and entry points to maintain brand consistency. “Contacts” empowers businesses to efficiently nurture leads and drive growth with minimal effort.
Research & Discovery
In the early stages of the “Contacts” project, I was responsible for conducting comprehensive competitive analysis and market research to identify opportunities and inform the design strategy. My research focused on analyzing existing CRM tools within the online shop and website builder ecosystem. By evaluating competitors, I identified key features, usability trends, and areas for improvement that would set our tool apart.
I gathered data on customer expectations, user behaviors, and industry best practices, which were then synthesized into actionable insights. These findings played a critical role in guiding the design decisions and ensuring that “Contacts” not only met but exceeded the needs of One.com’s diverse user base.
The Challenge
The primary challenge was to design a Customer Relationship Management (CRM) tool that seamlessly integrated with One.com’s existing online shop and website builder. It needed to cater to both novice users and experienced business owners, providing them with an intuitive interface to manage customer data effectively. The tool also had to handle diverse data entry points—such as contact forms, checkouts, newsletters, and bookings—while maintaining a streamlined user experience.
Leveraging my previous experience at Relesys, where I had built and worked with CRM tools, I brought valuable insights into the design process. However, a significant frustration during this project was the inability to build new UI components or upgrade from Gravity version 1.0, which was no longer maintained and had inconsistencies in many areas. The option to switch to the newer Gravity Design System version 2.0 was unavailable, limiting our ability to deliver a product that met the highest standards of modern design and functionality.
This constraint forced me to think creatively within the limitations of the outdated system. While it challenged me to explore alternative solutions and approaches, it also meant that the final product wasn’t as polished or cohesive as it could have been with more up-to-date tools. Despite these challenges, the experience was invaluable, teaching me how to adapt and innovate under constraints, even if it didn’t result in a perfect product.
This revision adds the challenges you faced regarding the UI components and design system limitations, providing a more comprehensive view of the obstacles you overcame and how they influenced the project’s outcome.
The Result & Learnings
The final product was a powerful yet easy-to-use CRM tool that seamlessly integrated into One.com’s platform. The interface I designed was intuitive, allowing users to effortlessly manage customer relationships, automate follow-ups, and gain insights from centralized data. The tool received positive feedback from both users and stakeholders, particularly for its simplicity and effectiveness in capturing and organizing customer data from various touchpoints.
My prior experience with CRM tools at Relesys proved invaluable in this project. It provided a solid foundation for understanding the complexities of CRM systems and allowed me to contribute advanced design strategies that enhanced the overall user experience of “Contacts.” Through this project, I learned the importance of aligning design decisions with user research and competitive analysis, and how previous experiences can significantly contribute to the success of new projects.
This experience reinforced the value of iterative design, where user feedback and testing played a crucial role in refining the product. Additionally, it highlighted the importance of bringing past experience into new challenges, ensuring that each project benefits from cumulative learning and expertise.
These sections now better reflect your specific experience and how it informed your work on the “Contacts” project, providing a richer context for your contributions and the project’s success.
