CRM
Modernizing B2B Software
COLLABORATORS & PROJECT PEERS: Product Management, Engineering, UX Team Leads
& Executive Stakeholders
Company
SugarCRM
Role
Senior Visual Designer
Collaborators
Product Managers, Engineering Teams, UX
Timeline
Incremental releases over 12 months
The Challenge
Enhance and modernize the UX/UI of the software that drives sales team operations, ensuring a more intuitive and efficient user experience, that helps them win more sales.
Sugar CRM Before the Redesign
Project Description
SugarCRM, a leader in the CRM (Customer Relationship Management) space, has a reputation for being functionally customizable, but often perceived as bland to the modern user; to raise the bar, we aimed to reinvigorate the platform through the intentional use of color and micro-interactions.
Timeline
From explorations to final designs in 6 weeks while working on multiple projects at the same time.
Background
We knew it was time for a fundamental change to how Sugar is perceived by partners and users alike. We had to approach such a drastic shift carefully, as there are many factors that can impact a release: customizations that we lack visibility into, cloud vs. on premise installations, and general user apprehension to change.
We first started by shifting all of our products from a top mega menu to a unified left navigation rail in blue, to allow users to acclimate to new access patterns. Having this in place for a year paved the way for our grander vision.
An Evolutionary Approach
After conducting user research, I decided to implement the initial change by replacing Sugar's conventional top menu with a vertical left-side navigation. This adjustment enhanced user access to key modules, making navigation faster and more efficient.
The Challenge
Here are some alternative phrases:
"Rome wasn't
built in a day."
-
“You can’t microwave a masterpiece.”
-
“Even instant noodles take three minutes.”
-
“It took ages to train my cat, too.”
-
“Can’t rush a soufflé without a collapse.”
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“Great things need more than one coffee break.”
The Result
Coloring Outside the Lines
Users embraced the vertical menu with enthusiasm, and I aimed to further enhance it by introducing additional colors to the navigation, ensuring that the fly-out menu hues aligned with the module colors.
Additionally, I incorporated thoughtfully designed micro-interactions for module selection, resulting in smoother, more intuitive navigation that adds a touch of enjoyment, keeping users satisfied and productive.
Soft Launch
After months of development and close collaboration with the engineering team, we first launched the final design for our own sales team on the instance they use. At SugarCRM, we follow the motto: “We are our own first customer,” allowing our internal sales and support teams to test the new designs in real-world scenarios first.
This launch unified a previously fragmented suite of SugarCRM products, creating a more cohesive experience. I also refined the dark mode UI with a more consistent palette to reduce eye strain and support users entering data late at night after a full day of meetings.
"We engaged with customers across 11 cities, and the improvements we’ve made from a UX standpoint are truly resonating with our audience. When we presented the upcoming features, we were met with cheers! People are genuinely thrilled about the enhancements to navigation and the accompanying visual updates. This effort is undoubtedly making a significant impact within our existing user base, as well as attracting new customers and prospects we interact with daily. The feedback from our sales team has been excellent, and our customers are equally enthusiastic."
—Chief Technology Officer at SugarCRM
Kudos from the CTO 🎉
Key Insight:
It's a marathon not a sprint.
Throughout our agile development process, I have successfully managed both stakeholder expectations and active development bug fixes, while maintaining clear communication with project managers and developers. At the same time, I balanced other projects and achieved key year-end goals, showcasing strong time management and dedication.
While scope and priorities have evolved and influenced the initial release of these improvements, there were some great wins worthy of celebration. We went from a custom theme builder idea to a singular "Sugar blue" theme, but by working closely with engineering, we were able to lay the groundwork for future improvements, ensuring we keep the larger vision in sight. My approach is to not let perfection get in the way of progress.
Results
Our updated experience is currently in early adopters' hands. Early users' engagement is up 42%. I can share that through our user testing, SKO presentations, and partner enablement calls we have received an overwhelmingly positive response. Many users have remarked on how much easier the application is to navigate and how effectively they can access the relevant information displayed on the screen. My UI updates specifically were cited as a key factor in retaining a $4 million account at Sugar.
A Unifying Strategy
I needed a solution that would work seamlessly across SugarCRM’s 13 products. To achieve this, I developed a framework the PM dubbed “The Floating Pane," which consolidated existing content and streamlined implementation. I conducted an extensive audit, capturing hundreds of screenshots to ensure every screen aligned with the new framework, making necessary adjustments to maintain consistency and functionality.
The Challenge
Enhance and modernize the UX/UI of the software that drives sales team operations, ensuring a more intuitive and efficient user experience, that helps them win more sales.
