Problem Statement

The original CRM search system required users to manually select filters from a dropdown menu (e.g., “All,” “Opportunities,” “Contacts”) even when they were already within a specific tab. This created unnecessary friction, caused confusion, and slowed down workflow. Additionally, the interface was not visually clear, making it harder for employees to find and verify the right opportunities, contacts, or accounts.

Key Issues Identified:

• Switching filters in the header felt redundant and confusing, since users expected it to update automatically with the tab they were on.

• A visually outdated interface that impacted ease of use.

Research Methods

To better understand user pain points and inform design decisions, I conducted:

• 3 User Interviews with employees of all different positions who use the CRM every day.

• 3 Usability Tests on the existing CRM interface.

Usability test and interview findings

Participant: Andy (25+ years of sales at the company)

• Andy was able to complete the tasks without any issues since he is very familiar with the CRM.

• He mentioned that he rarely uses the search bar to find contacts because he already knows where most of them are. Instead, he usually navigates through Accounts manually.

• For opportunities, he does find the search bar helpful, especially when he is working on something outside his territory and wants to check if another rep has already registered it.

• His biggest frustration was how cluttered the results feel, with many outdated or generic entries still showing up.

• He suggested that older or inactive opportunities should be archived so they do not create unnecessary noise.

• Andy also pointed out that naming inconsistencies, like “VA” versus “Veterans Administration,” make searching harder.

• He recommended a more standardized naming system or alias structure to make results more reliable.

Participant: Mary (Resource Market Manager)

• Mary completed all the assigned tasks successfully and did not run into major issues.

• She naturally gravitated toward using the main search bar instead of filters or navigation tabs.

• Even when she was on the Opportunities tab, she did not adjust the tab filters and simply relied on the global search.

• She experienced a disappearing search result when looking for Georgia State University, which points to a possible bug.

• She noted that acronyms and inconsistent naming slow her down and make it difficult to verify whether an opportunity already exists.

• Mary suggested that the search should better recognize shorthand entries, like “DC” automatically pulling up Washington, DC accounts.

• She also mentioned that while the persistent filters did not bother her, she thought sales reps hurrying on the go might find them frustrating.

Participant: Hillarie (Sales Representative)

• Hillarie completed the tasks without much trouble but did point out confusion and frustration with the search bar.

• She expected the system to automatically filter results based on the tab she was in, like opportunities defaulting to show only opportunities.

• She felt the dropdown filters were unnecessary and a bit clunky to use.

• Hillarie preferred a horizontal layout when looking at opportunities, since it felt more natural and aligned with how she is used to reading other documents.

• She also suggested that creating a new end user within Accounts was a frustrating process that could be simplified to improve workflows.

Key Insights

• Dropdown filters not switching the tabs add unnecessary steps and confusion.

• Auto filtering based on context (e.g., “Opportunities” tab → filter = Opportunities) would reduce friction.

• Inconsistent naming conventions create barriers to quick search.

• Improved visual clarity and layout can increase adoption and ease of use.

Design Process

I created three rounds of mockups, iterating based on user feedback and usability test outcomes:

1. Initial Mockup

   

   
   

   

   2. Second Mockup

   

   
   

   3. Third Mockup : Introduced dual search options, a cleaner interface, new sorting features, and the ability to switch between card and line views. This mockup was shared with all OFS employees and later refined based on user feedback collected through a public suggestion document, which is included at the end of this case study.

   

   4. Final Mockup

      The final design came together after incorporating feedback on Mockup 3 from OFS employees post launch. Several refinements made the interface cleaner and more intuitive:

      • A more obvious dropdown as some individuals said it was hard to find.

      • A minimal top menu that reduces visual clutter and keeps the focus on key content.

      • The universal search moved to a smaller placement in the corner, since users preferred the more specific, tab-level search for everyday tasks.

      These final adjustments brought the design to a place where it felt not only modern and visually clean, but also deeply aligned with how sales reps actually work day to day.

Before and After Comparison

Before (Old Design):

• Dropdown filter required manual adjustment.

• Visually cluttered and unintuitive.

• User confused by the drop down and filter

  

After (New Design):

• Dual search options: global search or scoped search within current tab.

• More visually appealing and streamlined.

• Reduced redundancy by merging overlapping search/filter functions.

• Simplified navigation improved efficiency and reduced errors.

Final Solution

The redesigned search experience is now:

• Simpler: Fewer clicks, no unnecessary dropdowns.

• Smarter: Auto context filtering reduces cognitive load.

• Scalable: Supports shorthand (e.g., acronyms, city codes).

• Adopted: OFS implemented my design across its CRM, impacting all employees positively.

  
  

Impact

• Improved efficiency in daily workflows for employees.

• Reduced confusion and cognitive load during search tasks.

• Increased user satisfaction, as confirmed by post implementation feedback.

• Demonstrated the value of UX research and iterative design in real world business systems.

Reflection

This project highlighted the importance of combining user research, usability testing, and iterative prototyping to create solutions that address both functional issues and user experience needs. It also demonstrated how even seemingly small interface changes (like search redesign) can have a significant impact on workflow efficiency and user satisfaction.

Next Steps

• I created a public google doc that all OFS employees have access to as a way to identify remaining pain points and opportunities for improvement, which will inform the next round of design updates.