Business Challenge

The client was just 12 weeks away from launching an international CRM system, modeled on a version already live in the US. Concerned that this system would not properly anticipate the needs of international users, our client engaged Tobias & Tobias to assess the CRM system’s design and usability, and to make recommendations for short- and long-term design and strategy.

Solution

We immediately set out to understand the system requirements through design research with potential users, stakeholders and subject matter experts across the business. We also conducted an expert design and usability assessment of the software.

Our findings included a number of opportunities for quick wins; and specifications for design elements which could be implemented immediately. Our recommendations included details of long-term design strategy; and a design roadmap for the rationalisation the global software suite, with visual designs, interaction design principles, and operating models that would support user-centred design across the bank’s software development programme.

Results

Although we were engaged at a late stage to work on a discreet element of the client’s software suite, our approach to a global design solution is now influencing the transformation of software development across the bank.

What might have been merely a fire-fighting exercise became an opportunity to deliver a blueprint – a design strategy – to deliver long-term value for the client.

In addition to a trusted design partner, senior executives now have the methodology, standards and measures they needed to develop a consistent product offering, reducing costs, error rates, and training needs; and increasing adoption, data integrity and efficiency.

Knowledge Share

As part of every project, we design communication tools to help client stakeholders translate the purpose and the value of design effectively across their organisation. Our design consultants are also available to present the design process – and its artefacts – to groups of business stakeholders and technologists. As our clients themselves become advocates for good design, we see their business – and our business – transformed.