CRM system
lENGTH: 5 MONTHS
ui/ux Design
Ark mortgage
Redesign of a CRM system
for Loan officers
Role
This was a team project, where I was the UX researcher and designer.
5 Months (Sep. 2021)
Ark Mortgage
Tools
Figma, Photoshop, Illustrator
Scope
Branding, UI/UX Design, User Research, Usability Testing
The Problem
The goal/objective
A complete redesign of Mortgage Loan Officers CRM website, including mobile translation.
- Clean & Consistent design
- Creating a more Intuitive design
- Including all necessary data.
Research
Mortgage CRM software often includes applications for contact management, so that lenders can organize client data into one, easily accessible location.
I wanted to check out the exisisting Mortgage CRM systems available on the market today, to better understand the industry, related features, spot trends, and get inspiration, as well as discover ways to differentiate from the competition.
I conducted a competitive audit to see how Ark Mortgage will compare to other CRM systems out there.
Competitive Analysis & Interview Questions
The data derived from user Interviews gave me great insight on what processes and features loan officers consider important for their overall success on the job. I translated the data collected from the user interviews into a persona.
User Journey
I created a user journey map, to better understand the overall experience the user could have, as well as identify any opportunities from the experience..
I proceeded to create user flows based on the sketches to get an idea of how the users could interact with the site.
The Design Before & After
What I've learned
- Customers prefer on-the-go capabilities because of their busy day-to-day schedules.
- When working , loan officers have so many tasks and events, they need solid organizational software to stay on top of everything.
- Users prefer to use filter and search options over scrolling
- Customers enjoy the option of multiple data streams to integrate into their main dashboard UI.
- During my research I did an open card sort, I feel like a closed card sort would have gone a lot better
- If I didn’t have time constraints I would have worked on the search feature of the design
- The initial user’s interviews and usability testing was something I was nervous about facilitating myself, but now that I have I feel a lot more confident
Future
- I would conduct a usability test for the product filter feature
- Iterate designs for the product page
- Explore designs for an interactive file data transfer capability features.