CRM platform design for a new Resort & Theme park

Accenture Song, 9 months

Project Background

To create a unified Customer relationship management (CRM) platform for all resort staff, e.g., frontline staff in park or hotel, CS and sales etc.
To leverage and customise Microsoft Dynamic 365 out-of-the-box components and features
Clients would like to run the project with a waterfall delivery method

Project Team

2 UXUI designers
5 different squat teams (with around 2 BAs, and 6 developers inch team)
PM and Delivery leads

My role

Design and document the user flow as a UXUI designer in a waterfall delivery model
Responsible for 2 key modules out of all 5 of them, by partnering with 2 different squat teams

One of the customised report page for client

This design project had 2 releases. In this case study, however, I would like to highlight on the key moments and learning only.

Due to my non-disclosure agreement, confidential information is removed from this case study.

Background

Challenges

The developing operational flows of the new resort had increased the requirement gathering complexity

Tight delivery timeline due to project delay amid COVID and hard opening date

To remotely collaborate with a multi-disciplinary team from domain knowledge and cultural background

Challenges

Process

Crash course with tech team to understand the capability and limitation of Dynamic 365 (D365)

As Microsoft D365 was the system we used to create this CRM, we had to know how the system works

Hence, at the beginning of this project, my fellow design and BA teammates scheduled an introduction session with our tech team.

Remote requirement gathering workshop and user interview due to unexpected disruption

After understanding D365 offerings, we kickstarted our requirement-gathering sessions.

Originally, we were meant to join the wider team and client side in Beijing, and conduct field studies overseas to understand staff members’ daily operations.

However, due to the COVID situation, we had to adjust our plans and conduct those activities remotely

Meeting with clients to understand business requirements

Responsible for 2 global modules

Based on the business requirement, the CRM system has 5 main modules/functionalities, e.g. Guest Profiles, Case Management, Park Operational Management System.

To work more efficiently, my fellow design teammate and I decided to divide the work, and I was in charge of the 2 global functionalities: Unified Guest Profile, and Case Management.

Co-led and conducted user interviews with staff members

Although we couldn't conduct on-site field studies, we managed to arrange several remote interview sessions with staff from different departments.

Hence my colleague and I worked together and drafted the research plan and activities to further understand the workflow and frustration of various staff members.

Finding patterns from the interview raw data

Remote interviews with staff members in the US

I also created wireframes and clickable prototypes to test with the staff members, and collect their feedback.

Research insights were compiled as a report and presented to the business team.

Finding patterns from raw data

Report with research findings

Challenging collaboration with unaligned expectation

Due to the tight timeline, right after the user interviews, I collaborated closely with the respective squad team to customise and configure the system based on the requirement and customer insights.

In Release 1, each square team of 1 BA and 1Tech leads in Mainland China, to buy time, the offshore India development team (around 3 developers) was also involved in most of the communication.

However, when we shared the design with clients, they were not really satisfied, because they were expecting a highly customised CRM system, which was out of the project scope.

Collaborating with the dev team remotely to configure the system in real-time

Although the internal project leads successfully clarified the project scope with the client side and agreed on required customised scope with them, sign-off of R1 was impacted.

Suggested a new workflow for a better the design review process

Due to the delay of Release 1, while project leads re-planning for the second release with clients, my design teammate and I drafted a more engaging working model with stakeholders for the coming release.

The proposed workflow aimed to share the design with clients and collect their comments earlier, to ensure we addressed their concerns and needs. Also, it clearly listed the milestones to provide targets for the internal team and clients upfront.

Proposed a more engaging workflow for Release 2

Clear milestones for all modules and squat teams

Facilitated and drove the discussion through concept visulisation and active listening

In addition to proposing the new workflow, I also took up a large part in the design review and sign-off process. To avoid any misalignment, while configuring the design with tech team, I also create well-documented screen flows for each feature.

The screen flow was presented during the design review meeting with clients, which provide them with a clear picture for about the to-be CRM system and boost their confidence.

Through the review process, I also captured their comments on the design flow, so that we can address those comments or log them as a change request accordingly.

User flow of the CRM systems

Ouctome

Outcome

Improved the overall design and signoff process in Release 2

With the new design and review process, we overcome challenges with effective communication and close collaborations with the entire project team :

Established a change management process and shared log which minimised the impact of the shifting business requirements
Properly documented design flow and well-explained design rationale, making the system limitation explicit to the clients allowed use to land a sweet middle ground

According to the delivery leads, our proposed working model had improved the design process and the quality of the system design in R2