SugarCRM helps companies to improve business relationships with their customers. Over 6000 companies use the products designed by my UX team. Customers include Apple, The New York Times, JP Morgan Chase, and IBM.
SugarCRM, like most startups, shipped quickly and focused on product market fit. As they went upmarket to larger enterprise customers, more functionality made its way into the product, resulting in complexity. Users felt unproductive, overwhelmed and frustrated. I drove a vision making the experience better, solving user complaints, and meeting our long-term business goals.
Feedback from customers was centered around three issues; cluttered, complicated UX, inefficient layout and outdated user interface. A two day offsite was held to run through a heuristic evaluation of the web and mobile products. UX issues were identified as we performed key use cases and solutions were documented. Competitive analysis revealed inefficiencies in our layouts and flows, hindering our users' productivity. Visually, the design was dated, drab, and unguided. This understanding of the product and customers helped us identify which critical issues to address.
With an understanding of the problems, we established goals, the top was:
We established three design principles: Clear, Consistent and Efficient. These principles guided decision making helped to resolve differences of opinions and addressed user frustrations.