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5 Reasons Your CRM Budget Cannot Ignore UX Design

March 23, 2016 | Oro Team


Is your business preparing to implement a new CRM system? If so, you’ve probably already heard about the importance of user experience (UX) design. While making your CRM more usable and accessible can sound appealing, you may not want to bring in even more specialists. However, doing so can help maximize your ROI. The following are five reasons why your budget needs to make room for UX design.

1. Ensure your system will really be used

Businesses cannot afford to invest in a CRM system that does not get adopted. Some of the most common excuses why employees may ignore a new CRM (or any tool) include:

  • It presents irrelevant data
  • Important data and/or features are hard to find
  • Irrelevant search results
  • Unintuitive structure and/or navigation
  • Complex processes that require tons of irritating clicks
  • Incomprehensible data presentation
  • Inappropriate design
  • Poor performance

One of the most frustrating reasons is when employees claim to get things done faster without the CRM. After months of development work, this can be particularly burdensome to hear. However, proper UX design will help avoid these problems by giving employees a simple and intuitive product that fits their needs.

2. Leverage your business strategy

Before you implement a CRM system, you first need to understand its purpose and scope. For instance, what features do you consider crucial? Which processes should be automated? How should it all be presented to your users? In addition, you should focus only on the processes that will help you generate more revenues and/or eliminate expanses, rather than on unnecessary features. Your ultimate goal should be to make your employees efficient, more precise, and more effective. What does your CRM system need for this to happen?

A UX designer will guide you through this process, helping you analyze your needs and brainstorm the best ways to meet your goals. You will learn how your employees really work, as well as what they are trying to achieve on a daily basis and what it is you really want them to do.


3. Test with users before coding

After coming up with a design, the worst thing you can do is immediately start coding. Instead, you should test your design on your users first and see what happens. UX designers can conduct usability tests with digital sketches that simulate the logic of the final application. Not only will this optimize your design, but it will help you avoid unnecessary costs associated with writing code.

If you’re still unsure of a design, you can also test it directly on your users. UX designers often take projects that have already been tested and improved, then subject them to real-world challenges. It is crucial to frequently test your design with end-users in order to ensure they will use it.

4. Reduce training and support costs

No one likes reading manuals or sifting through instructions in order to complete a task. This is why popular sites like Facebook and Google have gone to great lengths to make their services as simple as possible to use, despite their complexity. Your CRM system should be just as straightforward.

UX designers are trained to understand how our mind interacts with digital products. They know how to apply scientific knowledge to make programs user-friendly and intuitive. Utilizing this expertise can not only help save your users time, but also prevent you from pouring money into your customer service department later on.


5. Boost employee performance

Many businesses are so inefficient that they are afraid to even count the billable hours their employees spend on filling out illegible forms, reading confusing data tables, closing intrusive alert windows, adding events, scheduling and rescheduling, fighting with pop­ups, and so on.

A well-designed CRM system, however, will help employees get things done fast. They will spend less time spent on mundane management tasks, and more time on analysis and real value-making activities. Sounds like a smart investment, doesn’t it?

Interested to learn more about the importance of UX/UI to your CRM? Download the white paper



About The Author

Founded in 2008, Divante eBusiness Software House delivers high quality eCommerce solutions. Their expertise includes CRM, ERP, PIM, custom web applications, and Big Data. The company supports its clients in creating, developing, and optimizing innovative omnichannel and Magento-­based online platforms, as well as combining advanced technology and business approaches with soft skills like creativity and communication.

With over 150 experienced specialists on board, Divante provides a wide range of services, from complete B2B and B2C eCommerce development using the world’s best technologies, such as OroCRM, Magento, Pimcore, and SAP Hybris, to a comprehensive package of research, analysis, and marketing services.

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