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Modernization of B2B CRM Platform for Enhanced User Experience and Operational Efficiency
  1. case
  2. Modernization of B2B CRM Platform for Enhanced User Experience and Operational Efficiency

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Modernization of B2B CRM Platform for Enhanced User Experience and Operational Efficiency

triare.net
Financial services
Advertising & marketing

Complexity and Usability Challenges in Existing CRM System

The client's existing CRM platform prioritized functionality over usability, resulting in a complex interface with poor navigation. Despite core capabilities for multi-channel communication (email, SMS, direct mail), the system's inefficiencies hindered user adoption and operational effectiveness. Discovery revealed growing scope requirements beyond initial UI/UX redesign, including critical functional improvements to simplify workflows.

About the Client

B2B technology provider offering communication and campaign management tools for financial institutions

Key Goals for CRM Transformation

  • Redesign UI/UX for intuitive navigation and modern aesthetic
  • Simplify complex user flows for campaign management
  • Integrate advanced analytics for feature-specific metrics
  • Implement functional improvements to reduce operational complexity
  • Create scalable design system for future feature expansion

Core System Capabilities

  • User and account management dashboard
  • Multi-channel campaign builder (email/SMS/direct mail)
  • Dynamic audience targeting engine
  • Real-time analytics dashboard with feature-specific metrics
  • Form and landing page builder
  • Invoice management system
  • Campaign scheduling and automation tools

Technology Stack

Figma (UI/UX design)
Modern front-end frameworks
Cloud-native architecture

System Integrations

  • Email service providers
  • SMS gateway APIs
  • Postal mail fulfillment services
  • Payment processing systems
  • Third-party analytics tools

Operational Requirements

  • High availability (99.9% uptime)
  • Role-based access control (RBAC)
  • Cross-browser compatibility
  • Responsive design for mobile access
  • GDPR-compliant data handling

Expected Business Outcomes

The modernized CRM platform will reduce user training time by 40%, increase campaign creation efficiency by 60%, and improve customer engagement metrics through data-driven insights. Enhanced analytics capabilities will enable evidence-based decision-making, while streamlined workflows will reduce operational costs by eliminating redundant processes. The solution's scalability will support 50% growth in user base without compromising performance.

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