CRM Web Platform - Team Broadcast
Establishing Wingmate as a one-stop-shop for company communications.
This case study focuses on the Team Broadcast page - the Wingmate messaging hub. It is precisely the type of interactive feature that distinguishes this CRM by creating transparency and speeding up day-to-day tasks.
The objective with features such as this one are to make Wingmate a one-stop shop while also providing a flexible social aspect to the product.
Team Broadcast
Company
Wingmate
Year
01/2022-03/2023
Role
UX/UI Designer
Outcome
Using Team Broadcast, clients have the option to select all members of a specific user type and have the flexibility to select individuals as well. We learned that clients use a lot of different communication options. On top of emails, they also have the means to send text messages and push notifications to colleagues.
Persona
With many duties required to streamline the sales process, Managers are used to sending out many emails daily, this can often take away from the time required to tend to employees and keep open lines of communication.
Problem Statement
Managers waste time using third party mailing systems that distract them from changes in the sales funnel. How might we streamline the communication process so that Managers can focus on their employees and revenue streams?
Research Practices
Along with the marketing team, I conducted competitor reviews revealing that other CRMs leverage messaging tools and it was becoming an industry standard.
We had to ask ourselves where in this process we could we provide a value-add that would be breaking the most barriers.
What makes users on Wingmate successful? Control and Freedom are principles that carry the most weight in the app.
This informed the decision to pursue a user flow that would provide functionality while maintaining user flexibility.
Ideation
I ran team sketching exercises such as Crazy 8’s to assist our small team and stakeholders on deciding how features could represent the company’s values. We revealed that all communication activities ultimately consist of two main actions:
1. Picking users 2. Sending them a message.
However, we learned that this did not cover all edge cases - for example, just a few managers and certain salespeople require information but do not want the mess of sending a mass email. This backed the decision to learn more about communication from our team internally.
Solution - Individual Selection
Without much research time available, this solution was formed through discussions with the development team. I asked them what they believed the biggest barrier to flexibility was?
They had been frustrated by spam messages on Slack and company-wide emails that were not pertinent to their roles. They wanted to know if it was feasible to transform an email broadcasting system into a multi-tool messaging hub that offered the ability to select all users, user segments, or individual employees for contact?
This would avoid any concerns that mass messaging causes and would streamline company communication.
Results and Impact
The Team Broadcast was successfully launched and picked up by clients immediately after release. This resulted in an up-tick in user engagement with the product by 15%.
Project Lessons
While this feature was shipped and had success, it was hardly discussed with clients. Had there been more opportunity to conduct research and testing with our clientele this feature could have turned out very differently.
During this project I learned the value of conducting small collaborative sketching exercises in uncovering the most basic touchpoints.