In the ever-evolving landscape of digital platforms, Facebook's CRM faced a critical challenge – an overloaded navigation system with functionalities that many users simply didn't need. This excess of features led to a cluttered interface, obstructing teams and hindering the integration of new features. Sales and marketing users found themselves spending more time navigating through unnecessary complexities than on essential tasks.
To address this issue, I spearheaded the design and development of a revolutionary role-based navigation system and hover card pattern. The goal was clear: streamline the CRM experience, declutter the interface, and empower users with a more intuitive workflow. Through meticulous collaboration with stakeholders across Facebook, we ensured alignment and successfully transformed the CRM into a more efficient tool.
Role
Product Design Intern
Disciplines
UX/UI, Product strategy, Prototyping
Status
Launched 2021
Highlights
Shipped to all CRM tool and all sales & marketing users with a framework built to scale for future tools.
Decreased amount of clicks to take role-specific actions by 66%.
Decreased time taken to get client associated information by 50%.
CRM with new navigation framework, global actions, personal navigation (bottom), telephoney call system, and contextual client actions
Context
Problem
Currently within the CRM, there are six global actions all users can take that were added to give value to different user sales roles, however different user roles didn’t use almost half of the actions. As more teams ship new tools into the CRM and more actions are added it’s apparent that the global navigation needs a framework to determine what actions should or shouldn’t displayed to our users.
Also, the secondary or “personal” menu within our navigation currently exists with limited logic or consideration to why something belongs within it or without. It currently has no framework to scale for future guidance on what features we could add or remove.
Goals
Create a mapping of Global actions by sales roles
Design a framework that simplifies the user’s experience
Come up with a way to surface actions not displayed globally in CRM
A well-crafted secondary navigation that makes user flows clear
Addresses all relevant use cases
Establishes a framework by which we can scale to ship future items into this space.
Process
Who actually uses the CRM
First and foremost, I think knowing our users is pretty import.. Scratch that, it is the most important thing. So, who are our users? Well, in short they're sales roles that work across widely different markets.
How much they use it
Now that I knew who used the platform, I need to understand how. With the help of our Senior Software Engineer, I got to find the user data of our sales teams and understand which users use which actions at the Global Level (top of the navigation).
Visualizing it
Turning data into visuals, here the story paints a clear picture. Although there is somewhat of a majority when it comes to using Global Actions, some user roles need some of the other actions.
Exploring directions
With this data visualized, we had clear direction of what actions to surface for users but the question then became. Do we surface the most used actions and show the others elsewhere, or do we make a decision to become a more dynamic role-based platform with role specific actions?
The Solution
A new role-based navigation with app-wide object specific actions
A curated personal navigation
Previously, the personal navigation had no framework behind why some of the features included in there. Working with our content designer, we defined it as foundational functionality that support the user's platform-wide experience.
Aligning the side trays across the app
The result
Did you notice?
In the prototype, I also show some other designs that got shipped as extra work that was completed after I finished my main internship project.
For example, when I hover and click on the phone icon button, a call popup is shown that is integrated with a system called Telephony to allow Marketing Experts to call their clients directly from the application.