Timeline: Jan 2024

Responsibility: Storyboards, sketches, high fidelity wireframes, ideation

Tools: Figma

Team: UX Research by CTO, 1 FE Engineer, CEO.

Helping users efficiently manage communication with leads in 50% less time.

*Due to NDA constraints, the company's identity and associated logo remain confidential. While modifications have been made to the table designs, the feature design has been retained the same.

Context

In January 2024 I joined a stealth startup as a freelancer, focusing on redesigning a critical aspect of the user experience.

THE PRODUCT

What is it?

The product is a real estate CRM designed to manage leads, property deals, and streamline communication and overall operations for real estate professionals.

USER PROBLEM

Users struggled to manage leads effectively after the MVP release. Tasks such as sending emails, scheduling tasks, making calls, or sending SMS messages were time-consuming and challenging within the lead management system.

Through research, we identified that the users want to spend as little time managing the communication with leads.

GOALS AND MEASURING SUCCESS

  1. Save 50%+ time users need to communicate with leads.

  2. Give users easy, and flexible options to perform tasks. ie; provide quick action buttons.

INITIAL REQUIREMENTS

This was an extremely tight deadline, and I worked to add some design improvements as a fast-follow.

User research was collected by the CEO and CTO teams and recorded. While I watched the video, I synthesized and compiled insights.

Problem

The number one complaint from users addressed was that they find it hard and time-consuming to perform common tasks, such as sending emails, scheduling tasks, or making a call/sending SMS, within the lead management system.

I was tasked to work on this problem.

Key issues:

1.) The current workflow requires multiple clicks for common tasks and switch between multiple leads.

2.) No bulk actions functionality except for delete.

What users said:

“I find myself caught up in the system, spending more time clicking around than actually connecting with leads”

“I have to go to each lead contact to send the same email. Thats frustrating.”

❌ OUT WITH THE OLD

The old user flow created a bad user experience.

✅ IN WITH THE NEW!

Real estate reps can now get into product, and go about their day faster.

Bulk action:

Solution

Identifying the tasks that users perform most frequently within the lead management system to communicate, I prioritized actions performed regularly, such as sending emails, scheduling tasks, and making calls to make them quick action buttons.

Considering the fixed number of columns in the MVP, which currently doesn't involve adding or modifying columns, I opted for the action buttons at the end of each row. This decision also fits well with how the product is set up.

HOW THE REDESIGN HELPED

  • Efficiency: Quick action buttons streamline the workflow, allowing users to focus on essential tasks.

  • Intuitiveness: The visual cues of icons make it clear and intuitive for users to understand and access features.

  • Time Savings: Tasks that previously required multiple clicks and navigation are now completed more swiftly.

  • Reduced Clicks: Users can perform common tasks with a single click, reducing the number of steps.

So before we wrap, I’ll share my process. Below are the nitty gritty steps of how I solved and designed for this in 1 week.

MY PROCESS:

I drew sketches to help organize the content.

Then I moved into mid-fi designs in Figma.

GET THE BEGINNING DESIGN IN FRONT OF THE TEAM

During the call with my team, I presented the mid-fi wireframes of exploring different placements of the action buttons and addressing my decision decisions.

Considering the fixed number of columns in the MVP, which currently doesn't involve adding or modifying columns, I opted for the action buttons at the end of each row. This decision also fits well with how the product is set up.

ONTO HI-FI FAST AS FLASH

I created a high-fidelity comp in Figma, showed it to my team again, and got it approved.

Shot of my dev notes and labeling for hand-off 👉🏽

Takeaways

  • The decision-making process considers MVP Constraints, acknowledging limitations.

  • Learning to build with the current product Design.

  • Potential opportunities for improvement in future iterations. As the product evolves, there may be room to enhance features or introduce additional functionalities based on user feedback and evolving requirements.

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