Designing a Scalable CRM Tool for Omnisafe
As the Product Designer and UX/UI Department Leader at Omnisafe, I successfully led the design team in creating a scalable design system and conceptualizing an internal CRM tool
Lead Product Designer
Düsseldorf
2022
Insurance
1 - 20
Introduction
OmniSafe, a company in the insurance industry, required a modern CRM tool to replace their outdated systems and terminals used for creating and managing policies. The primary users were older employees, necessitating an intuitive and user-friendly interface. The tool needed to manage client information, track policy statuses, schedule appointments, generate reports, and include built-in email and call systems.
Role
As the lead product designer, my role was to develop a comprehensive design system, create a detailed prototype, validate the product through user testing, and ensure seamless communication with stakeholders and developers.
Challenges
The insurance industry typically relies on old systems and terminals, and the user base consisted mainly of older employees who were accustomed to these outdated methods. The main challenges included:
Designing an intuitive and user-friendly interface suitable for older users.
Creating a design system that would be fully utilized across the platform.
Integrating multiple functionalities like client management, policy tracking, appointment scheduling, reporting, and communication systems into a single cohesive tool.
Approach
To tackle these challenges, I:
Developed a Design System: Created a consistent and cohesive design language that ensured ease of navigation and use.
Built a Prototype: Designed a detailed prototype that mapped out every user interaction and workflow. This prototype was used to visualize the system's functionality.
User Testing: Validated the product and tested the prototype with real users to ensure it met their needs and was intuitive.
Stakeholder and Developer Collaboration: Maintained close communication with stakeholders and developers to understand user challenges and ensure the design solutions were technically feasible.
16
Modules
99%
Design System Utilization
3
Design Department
Problem
The existing systems were outdated and not user-friendly, making it difficult for older employees to manage their tasks efficiently. The lack of integration between various functionalities led to inefficiencies and reduced productivity.
Solution
The solution was a modern, intuitive CRM tool designed specifically for the insurance industry. Key features included:
User-Friendly Interface: A design that catered to older users, making it easy for them to adapt and use the tool.
Comprehensive Design System: A fully utilized design system that provided a consistent user experience.
Integrated Functionality: Consolidation of client management, policy tracking, appointment scheduling, reporting, and communication systems into one tool.
Prototype Validation: The prototype was used to validate the product and test it with real users, ensuring it addressed their needs effectively.
Results
The final CRM tool significantly improved efficiency and user satisfaction at OmniSafe. The modernized interface made it easier for older employees to manage their tasks, leading to better overall performance for the company. The successful implementation of the design system ensured a cohesive and intuitive user experience across the platform.
