Texakoma’s CRM
A client relationship management tool to help the brand reach a variety of investors worldwide.
Responsibilities
- Heuristic review
- Benchmarking
- User research
- Persona creation
- Wireframing (LF & HF)
The story
Texakoma is a mining company that explores and develops oil and natural gas properties, its headquarters is in Plano, Texas. The company has a revenue of $25M and received a total of $17.4M in funding. Texakoma’s main competitors are Sunshine Oilsands and Pengrowth.
Texakoma CMS (which should be re-stablished as a CRM) is primarily targeting sales rep with different hierarchy levels. Based on that, I created two fictitious character profiles (personas) to better understand how to fulfill their needs, the “sales representative” and the “area supervisor”. These personas embody the diversity we expect from people visiting the site.
My role in the project
Worked alongside the creative team and developers, creating a consistent experience for users browsing corporate websites. Focused primarily on mockups for the interface and the different journey maps for each task the potential customer needs to accomplish.
- Defined the UX strategy for internal software and conduct the design solutions based on business goals, user needs, product scope and design thinking.
- Participated in various aspects of the design process (research, ideation and design).
- Worked with development and marketing teams on decision making related to UX/UI guidelines and best practices for the company
- Wireframe design of user interfaces, interactions, and architecture.
- Responsible for transforming user feedback into wireframes, journey maps and visual design models that can be digested into sprints.
- Manage multiple projects from concept to completion.
- Present and effectively communicate concepts to internal and external clients.
- Reviewed existing and proposed products.
- Coaching development personnel so they can deliver a feasible UX solution to a specific client’s need
Project’s highlights
Non-conventional layout
Originally, the main menu was located at the right side, considering that users were more familiar to western-like conventions, that was a poor design choice. That’s why we opted for the re-positioning, adding visual elements to keep track of the current section and making clear what’s the home button or the section’s title.
Over-simplified graphic elements
Using icons to represent the content is ambiguous for some options (ie. leads or queues) while they look minimalistic at the same time loses context. So having both or using only text made the purpose of each graphic element clear.
Poorly optimized positioning and hierarchy
You can see either graphics overlapping each other, labels with no space and weird alignment, unnecessary spacing at times or overly big menus with no reason. The hierarchy of elements was re-worked in order to present the same information more intuitively or understandably.
Redesigned mockups
Original Design
More case studies
So far so good? If you want to know more about me, you can download my resume or my portfolio.