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Product characterization for the company's new CRM, penetration into B2B markets

We've been called to this task to help Easy2Give to create a new CRM that answers B2B needs (owners of banquet halls). It was a lovely trip to characterize the new CRM.

The challenge

Easy2Give has seen its competitors produce CRM systems, that have B2B features. Till today, Easy2Give has been associated with B2C products. The big challenge was to change the mindset and start characterizing screens, flow processes, and components that meet the B2B customers' needs.

The solution

We interviewed the management and the employees, examined other CRM systems and produced a document of recommendations that summarizes all the conclusions. We produced a very comprehensive product specification document.

Interviewing the management and Easy2Give potential customers

After the deal was locked, it was apparent to us that we have to interview the people who are going to use the system. We wanted to understand what is missing in the competitors' systems and what Easy2Give's management wants to achieve in establishing the new CRM. A lot of conclusions were written, that came to be components during the product characterization stage.

Characterizing a complex integrations CRM using high-end UX

Following the research phase, we are now smarter, we now have conclusions, and the big mission is to combine several systems without hurting the user experience so that the target audience will feel comfortable while doing several actions within the system, keeping in mind it is a non-technological audience.

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Defining user flows for enabling users to succeed with our system's goals

One of the most difficult things when planning a complicated system is to define all the flow processes of customers. Why? Because there are so many scenarios that are supposed to answer the user goals. We interviewed users and Easy2Give's existing employees so the target won't be missed.


We're very proud with the result, this is a document that can serve Easy2Give easily while developing a new system. We would be happy to see the results of the UX/UI.

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