Mendix

Desktop | Complex System

My role: Research and UX Design.

A CRM sales platform for the call center that will support representatives during the sales process. The goal is to streamline processes, ensure regulatory compliance in the sales process, and improve sales targets.

Work Process

Observations and eavesdropping at the Call Center

Mapping the Existing Process

Focus Group and In-Depth Interviews

Low Fidelity Sketches

Detailed UX Specification

Technological Validation

A Few Words About the Research

The purpose of the research was to understand the flow of conversation between the representative and the customer, including the key actions and information used in the system. It aimed to identify the main pain points and the motivations for entering and working with the system.

The research included Observations and eavesdropping at the Call Center:

10 Representatives from Different Teams in the Call Center

15 Hours of Listening at the Call Center

Findings and Insights:

Employees work alongside the software using emails and personal tracking in Excel or notes.

Representatives know the text for approvals by heart, which helps them streamline their process.

The order of questions in the sales form differs from what is presented in the system.

Most communication among representatives on the floor takes place in person (not via phone or email).

A successful sale call lasts about 15 minutes.

Representatives track personal and team goals on the dashboard.

We conducted a Lean UX Canvas workshop with a focus group that included representatives, team leaders, and senior managers to refine the specifications ahead of selecting features and designing screens.

Visual overload of objects, actions, and options

There is no visual distinction between the content input and the system's data.

Missed main action - where to go

There is no indication for required/optional fields

Current Issues

Visual overload of objects, actions, and options

There is no visual distinction between the content input and the system's data.

Missed main action - where to go