CRM UABC

ROLE/SERVICES

UX/UI Design

LOCATION

México

YEAR

2024

Project Overview

THE PROBLEM

The process of capturing and managing data for candidates applying to master's and postgraduate programs at FEYRI, UABC is inefficient and manual. This not only complicates the work of selection staff but also presents obstacles for applicants trying to apply for educational programs.

THE GOAL

Develop a CRM (Customer Relationship Management) system that facilitates the capture and management of candidate data, simplifying the work of selection staff. Additionally, the CRM should provide a straightforward and accessible process for applicants to efficiently and easily apply for master's or doctoral programs.

THE PRODUCT

FEYRI (Faculty of Economics and International Relations) at UABC has implemented a CRM designed to enhance the capture and management of data for potential candidates for its master's and doctoral programs. The system streamlines the administration of applications for coordinators and staff while also offering applicants a clear and user-friendly process for applying to educational programs, ensuring a smooth experience for both users and administrative personnel.

MY ROLE

UX designer designing an an CRM from UABC conception to delivery.

RESPONSIBILITIES

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

PROJECT DURATION

January 2024 to April 2024

Understanding the user

conducted interviews and created empathy maps to understand the users I am designing for and their needs. A main group of users identified through the research were administrative staff and academic coordinators who aim to streamline student management processes and improve communication within the university.

This group of users confirmed initial assumptions about the CRM needs at UABC, but the investigation also revealed that outdated systems and manual processes were not the only factors limiting efficiency in student-related tasks.

Other user problems include difficulties in accessing student data quickly, lack of automation in repetitive tasks, and challenges in managing large amounts of student information across different departments.

PERSONA AND PROBLEM STATEMENT

Karla Martínez

Karla Martínez, 38 years old and a graduate program coordinator at FEYRI, UABC, in Mexicali, is looking to manage candidate applications more efficiently and with less paperwork. She needs a system that allows her to track the selection process without losing important information and values the automation of repetitive tasks to focus on the quality of programs and student attention. She gets frustrated with her previous system, which was manual and inefficient, making it difficult to organize large volumes of data and increasing the risk of errors. Her goal is to find a CRM that facilitates the capture and management of candidate information, improving the efficiency of the administrative team and reducing response times. As she says, "I need a tool that simplifies the management of applications so I can focus on the quality of the programs, not on the paperwork."

Starting the design

DIGITAL WIREFRAMES

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research

LOW-FIDILITY PROTOTYPE

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was finding an item and placing it in the cart, so the prototype could be used in a usability study.

Usability study: Findings

I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.

Study type:

Unmoderated usability study

Location:

Mexico, TJ, remote

Participants:

5 participants

Length:

10-30 minutes

MAP

For most users, it was not very clear if there were other forms of payment

MAP

For most users, it was unclear if they were adding the products to the shopping cart

MAP

For most users, they did not know if they had purchased the product

CRM that optimizes the management of applicants for master's and doctoral degrees

Going Forward

TAKEAWAYS

IMPACT

The CRM implemented by FEYRI has significantly improved the capture and management of candidate data for master's and doctoral programs, facilitating more efficient administration for staff and a clearer and more accessible application experience for applicants.

One user comment: “FEYRI's CRM system has transformed the application process. The intuitive interface made my application much easier to complete and I followed the process seamlessly.”

WHAT I LEARNED

Developing the CRM for FEYRI demonstrated that a well-designed interface and streamlined processes can transform the experience for both administrative staff and candidates. The key was to create an efficient workflow that reduces complexity and facilitates data management, without sacrificing ease of use for users.

NEXT STEPS

1.- DEVELOPMENT OF INTERACTIVE GUIDES

Create interactive guides and tutorials within the CRM to help coordinators and administrative staff quickly familiarize themselves with the new features and processes of the system. This will ensure a smoother transition and more effective utilization of the tools available.

2.- INTEGRATION OF AUTOCOMPLETE AND HINTING FEATURES

Implement autocomplete and suggestion features in the application form to reduce data entry time and minimize errors. This functionality can help candidates complete their applications faster and more accurately.

3.- USAGE ANALYSIS AND FEEDBACK

Develop a usage analysis and feedback dashboard to monitor how the CRM is being used and collect real-time user feedback. Use this information to identify areas for improvement and make adjustments to the interface and processes based on actual user needs.