Swim England CRM
role
design manager
duration
4 months
team
Mehrnaz Bastani (PM)
Callie Rigsbee (DM)
Naomi Rufian
Lesly Catota Lopez
background
Previous CRM was spread across several platforms, which required manual data entry and cross-checking that wasted "approximately six-thousand hours... per year."
Aaron Bartlett (EM)
Anya Kondamani
Kezia Rijadi
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skills/tools
user research
agile methodologies
Figma
objective
Design and develop a web-based CRM platform for Swim England administrators to automate and streamline Swim England’s customer-related processes and communication systems.
solution: tailored CRM system built in Bubble.IO
problem statement
How might we simplify Swim England's current workflows?
What processes should be automated to maximize time saved?
solution
A tailored customer relation management system that combines all team admin processes under a single platform to reduce time wasted with tedious manual data entry, completely developed in Swim England's platform of choice (Bubble.io) to allow for further customization as the organization grows.
01
project scoping
previous interface(s)
previous user journey
research + key findings
User research methods consisted of conducting 5 interview sessions covering 9 members across Swim England’s 4 largest teams (Talent, Membership, Events, and Sports Development). This information was analyzed and condensed into a User Research Report that includes overall notes and personas.
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Market Research methods consisted of researching other CRM platforms on the market, their popularity, use cases, cost, and strengths/weaknesses.
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Market Research Report
SE administrator (primary)
Name: John Smith
Background: Comes from a managerial background
Quote: "Digitally, there hasn't really been a clear vision or strategy about it."
Goals: Wants to efficiently help their team
Pain points: Sees that their team is struggling with efficiently using their time to perform these tasks
Behaviors/beliefs: Believes technology can be used to help them, and not against them.
Motivations: Job(?)
SE Volunteer (secondary)
Name: Mary Johnson
Background: Worked a regular 9-5 job
Quote: "I work on multiple different things a day, so chasing down answers is a hassle."
Goals: Wants to cut down time on manually validating form input with EnGage Database
Pain points: Cross-referencing data and sending out emails to chase down those who did not input their information correctly. Wants to spend as little time as possible performing menial tasks that require cross-checking information.
Behaviors/beliefs: Feels that technology is advancing rapidly, but their aging workforce is being left behind and not updating their technology.
Motivations: Mostly the fact that it is her job, enjoys working with sports
project objectives
project goal
These objectives are explored in-depth in the team's Project Requirements Document (PRD).
Design and develop a web-based CRM platform for Swim England administrators to automate and streamline Swim England's customer-related processes and customer communication systems.
target users
Swim England Administrator (Primary)
Swim England Customer (Secondary)
engineering objectives
Design database architecture
Automate confirmation emails
Automatic data population
Automatically process customer data from forms
design objectives
Design visual dashboard for administrators to navigate easily
Connect all features in one interface
Design user-facing forms to collect customer info
Design email templates for customer follow-ups
02
design + development
finding inspiration
To begin the design process, the design team completed an audit of other successful CRM/dashboards on the market to identify successes, failures, and pain points. It was clear that ‘chunking’ the information can help with a user’s cognitive load.
incorporating branding
The design team used Swim England’s Official Visual Branding Guidelines to develop a design system to be used within our Figma prototypes. This included creating components, and choosing how we would implement colors and typefaces to brand this custom CRM system as Swim England’s.
initial designs (lo-fi)
Initial low-fidelity wireframes helped the design team explore multiple layout and architecture options.
secondary designs (mid-fi)
Moderate-fidelity wireframes implemented the components and style guide that we developed that represents Swim England’s Visual Branding Guidelines. These wireframes were presented to the client for feedback, and the feedback was used to create a finely-tuned final prototype in favor of a more developer friendly-progress bar. (1, 2)
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The design team continued to ideate upon different wireframes. By exploring as many different layouts as possible, we were able to validate the final design choice by eliminating as many other options as possible. (3, 4)
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We went through multiple rounds of iterations, but here are a few hand picked screens of previous iterations. The first two navigation bars (5, 6) organized the forms similar to a file explorer, with filters on the database. After receiving feedback from the SE team, we realized the progress of each submission was unclear. One of our revisions included the last screen (7), consisting of colored tags that represent progress, with clickable cards that contain each of those progresses.
final designs (hi-fi)
03
testing + impact
user testing (area under construction)
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client testimonial
"Thank you to the Develop for good team of students for their great work on our project! They had to learn who we are and get to grips with our project quickly and they did it really well, and the output at the other end has put us in a really strong place for the next phase of the project. The team pushed our thinking to make sure that the output was what the customer wanted and not just what our internal team may have wanted. Thank you!"
- Josh Hardy, Swim England Technical Manager