Re-Design Insight Global CRM
Throughout this semester-long sponsored project, our team collaborated with Insight Global's executive team and account managers to redesign the client organization's profile page within Insight Global's Client Relationship Management (CRM) system.
Project Overview
Insight Global
Sponsored Project
Role
Lead UX Designer
Tools
Figma
Qualtrics
Miro
Timeline
Aug 2024 - Dec 2024
Timeline
About Insight Global
The Executive Team
Existing Issues
During our initial communication with the sponsor's team, we identified the following limitations in the current CRM system:
Target Users
Insight Global Account Managers
Problem Statement
My Contribution
Solution
Users can first click on individual contact cards to view detailed contact information.
Within the individual contact panel, users can view the activity timeline between the contact and the Insight Global sales team, as well as historical contracts associated with that contact.
Users can use the tool to track change histories within the organizational chart, view contacts in a list format, and apply filters to better organize and navigate information.
Users can click the edit button to modify the organizational chart, update client information, or create a new contact.
Design Walkthrough
Impact
Prototype Success
To evaluate our final solution, we worked with both executives and account managers. For the executives, we conducted a cognitive walkthrough focus group to evaluate whether the solution aligned with their strategic vision. For the account managers, we conducted individual usability testing sessions to assess whether the solution successfully addressed their pain points and supported their day-to-day workflow.
Evaluation
Our team conducted a cognitive walkthrough session with the executive team to evaluate whether our final prototype satisfied their requirements.
Below are the key findings from the cognitive walkthrough session:
We also conducted four individual usability testing sessions to identify whether our target users encountered any frustrations while interacting with the current prototype.
Below are the key findings from the usability testing sessions:
Research
Research Process Overview
We started the project with the following research activities to gain a solid understanding of the problem space, as well as our users’ day-to-day workflows and current pain points.
Stakeholder Map
For this project, we collaborated closely with the company’s executives and sales specialists. Since the firm expressed interest in implementing our final solution into their CRM system, we also included the engineering team in our stakeholder map.
Analysis of Interview Data
To begin the research data analysis process, our team first conducted affinity mapping and thematic analysis to identify key themes and patterns across the collected data.
Next, our team conducted a task analysis to better understand account managers’ day-to-day workflows, as well as their key needs and current limitations.
Next, our team created an information architecture for the company’s current CRM platform. This helped us develop a stronger understanding of the existing workflow and better identify how our proposed solution could be integrated into the current system and user experience.
We then moved on to creating a user journey map by bringing together insights from our affinity mapping, task analysis, and the information architecture of the current CRM platform.
Competitive Analysis
We also conducted a comparative analysis between Insight Global’s internal CRM and third-party tools such as Salesforce, HubSpot, and ZoomInfo to understand where Insight Global’s CRM fell short compared to the tools currently used by sales specialists.
Analysis of Research Data
By analyzing our research data, our team created the following visualizations to better understand user needs, identify patterns, and prioritize key challenges to address.
Design Implications
Based on our research analysis, we developed the following design requirements, which guided our design process and were also used to evaluate our final prototype.
Ideation
Wireframes
After the ideation activities, our team began by developing five initial concepts and conducting concept testing sessions to evaluate whether these ideas met stakeholders’ expectations and whether they could envision integrating them into their day-to-day workflow.
Information Architecture
From the concept testing sessions, we found that the organizational chart, activity timeline, and access to historical contracts stood out as core features that users found particularly valuable to their workflow. Based on these findings, we then began developing the information architecture for the final solution.
Low Fidelity Prototype
Based on the information architecture, we then moved on to constructing low-fidelity wireframes for the final solution.
Reflections
Takeaways
Navigating Stakeholder Needs
Balancing the diverse needs of various stakeholders involves understanding and aligning differing priorities to create solutions that address the goals of all parties effectively.
The Importance of Iteration
Continuously refining and improving solutions based on user feedback, testing, and evolving requirements ensures the design effectively meets user needs, addresses potential issues, and delivers high-quality products.
Be Open-Minded and a Good Listener
Approaching situations with an open mind and actively listening fosters a deeper understanding of user needs, promotes stronger collaboration, and aids in developing creative, inclusive, and innovative solutions that effectively address the problem space.
Next Steps
Develop design iterations to address current usability issues and incorporate new design recommendations.
Conduct individual heuristic evaluation sessions with executives to gather detailed feedback on the updated prototype.
Perform usability testing and A/B testing with target users to compare the effectiveness of different design iterations.
Collaborate with Insight Global’s Product and Engineering teams to implement the design solutions into the CRM.
Conduct usability testing and evaluations for the implemented design to ensure its effectiveness and alignment with user needs.
Updated April 2026, made with love.
