PRODUCT DESIGN — UI/UX CASE STUDY

Designing a CRM platform from
scratch — in an industry yet to be
disrupted by innovation

Designing a CRM platform from scratch — in an industry yet to be disrupted by innovation

FOCUS & SCOPE

UI/UX
User Research
Wireframe
Interactive Design
Product Design
Visual Design
Responsive Design

CRM — THE CHALLENGE

In 2022 we were approached by the founders of Bluemind who needed our help to build their new life insurance CRM platform. Having worked in the financial and insurance industry for 15+ years, the founders were keenly aware of all the technological pain-points of the antiquated industries they operate in. These were industries with very specific and traditional protocols, which don’t lend themselves to efficiency and productivity. But they don’t have to be this way. The founders sought to create a useful tool that can integrate seamlessly into any insurance agent’s toolkit.

OUR APPROACH — THE PLANNING STAGES

Working closely with the founders we were able to lay out a structure for the platform that was user friendly and intuitive. We outlined all potential use cases and developed an easily accessible navigation system, this was a particular focus because the demographic of insurance agents varies greatly. From there we conducted a series of in-depth user testing sessions which gave us the necessary feedback to begin wireframing. Unlike our web design projects, UI & UX projects require more robust research and planning before the visual design process.

BUILDING A CONSISTENT CRM USER EXPERIENCE

For Bluemind we had to pay careful attention to the life insurance industry, the tools that were currently being used and how easily teams are able to integrate new tools into their workflows. On top of that we had to ensure the user experience design remains effortlessly intuitive. As we designed prototypes for the core pages of Bluemind, we ensured all versions were throughly user tested and fit their needs.

UI/UX dashboard

EXPLORING OUR USER INTERFACE DESIGN APPROACH

One of the key pages of Bluemind is the user profile page — here profiles can be created and updated for their clients. The overview page we’ve designed offers quick at-a-glance information that insurance agents often need as well as customizable widgets of tools that are offered on the CRM, such as tasks and notes. We focused on a modern UI design aesthetic with a straight-forward navigation system.

CRM Tasks Dashboard
CRM Tasks Calendar

INSURANCE CRM FUNCTIONALITY DESIGN

Tasks & Calendar

The first pillar of this CRM project revolved around the implementation and integration of a well designed and functional task feature that can improve organization. Our solution involved a split view, with a quick overview and tasks listed on one side and a small calender and detailed description on the other. We found users interacted seamlessly with this format and were able to easily create and use the tasks functionality on the CRM.

Notes & Documents

The second core functionality is for notes and documents. For legality and compliance, insurance agents must adhere to strict practices around documentation with their clients. We designed an organization system that allows for creating, editing and viewing documentation for each individual client. With search, filter and other organizational interfaces, users had quick and easy access to all compliance material.

CRM Contacts List
CRM New Contact Popup

BUILDING A DISRUPTOR FROM SCRATCH

Overall we were happy to design and deliver a fresh approach in insurance technology. We kept to simple visual principles and implemented design decisions based on robust research and user-feedback. This project provided our team with the opportunity to tackle new problems and grow our UI & UX design skillsets far more versatile.

We solve real problems that require creative solutions.

//   LET'S GET TO WORK

Have a project in mind? Let's talk.

hello@crushingcones.com

We are digital problem solvers who strive to create compelling user experiences.

(647) 478-7315 — 2149 Yonge St Suite 202, Toronto, ON M4S 0C5