I’ll share how I approached simplifying workflows and humanizing interactions in this case study. Let’s face it—CRMs often evolve into a “Complicated Relationship Manager” as features multiply, making them bulky and difficult to navigate. With so many functions, finding the right page or tool can feel like searching for a needle in a haystack. However, a CRM should be simple and intuitive—a tool that lightens the load for operators and empowers teams to work more efficiently and effortlessly.
Evaluate the information structure and usability challenges of the existing platform.
Unpredictable filter
Only a single edit in tons of betslip
The common parameters and multi-language content were jumbled
Hierarchical relationships Understanding complexity
We engaged in dialogue with client service representatives and publicity administrators—in essence, anyone bold enough to grapple with the CRM routinely.
Q1: What tasks do you perform most frequently?
Q2: Where do you experience friction or delays?
Q3: What problems do you hope the new version will solve?
Business Owner - A
“Why review items one by one? Why not perform bulk edit all at once?“
Business Owner - B
"With so many feature in the system, how can anyone remember where each feature is located?"
Business Owner - C
“When navigating through too many report levels, it’s difficult to understand the current level with only the title as a reference.”
Operator - A
“I do this the same way every day, but I’m not even sure it’s the right way.”
Operator - B
“Why does this button do one thing on this page, and something completely different on that page?”
Operator - C
“When setting up an event, it can be challenging to determine which settings, copy, and multilingual aspects are related and which are not.“
Users struggled to locate the information they needed quickly. Key details were often buried under unnecessary steps and cluttered layouts.
A platform with numerous functions can make the mapping process overly complex if you attempt to cover everything at once. Narrow the scope by selecting a specific user persona and focusing on one or two key tasks or features.
This is a User Journey Map for the persona Alex, who has been reimagined as a Promotion Operator responsible for creating campaign switches and setting campaign budgets on an operation panel. The pain points focus on the cluttered UI during campaign setup, which forces Alex to duplicate past campaigns and modify them as a workaround.
"When Work Feels Like a Never-Ending Loop"
As we dug deeper into how users interacted with the CRM, one thing became painfully clear: many were clinging to outdated workflows, repeating the same tedious steps repeatedly. It was like watching someone take the long way home daily, even though a shortcut was right there.
Stakeholder Insights: Aligning Business Goals with User Needs
Parallel to user interviews, we engaged stakeholders—product managers, developers, and customer success teams—to align the redesign with business objectives. Their input highlighted:
Focusing on the following areas: navigation, improving operational difficulties, and regional considerations.
Impact on currently supported core functionalities; enhancing and fixing system functionality issues (low development cost).
Improve readability to help users find what they need faster.
Implementing a quick jump to the desired functional page.
Multilingual content editing and settings need to be separated.
Bulk edit
Ideation & Prototyping
v1
v2
v3
The filter presentation in versions 1 and 2 lacks full multilingual support, and version 3’s navigation bar faces constraints in a multilingual environment. Following thorough discussions, we’ve combined the strongest elements from all three versions into a single, unified solution.
Final Solution
Proposed Solutions:
The solution offers efficient page navigation and search via the navigation bar or top search bar, with quick access to recently viewed and favorited pages, saving time and improving accessibility.
Users can maximize the screen for an immersive, distraction-free view of real-time information, boosting focus and decision-making.
The interface centralizes user actions, reducing complexity and enhancing workflow efficiency for a more intuitive experience.
Solution Summary
The Terminal
Pressing the "Ctrl + K" (Windows) or "Command + K" (Mac) key combination will automatically open the search Terminal below the page search bar.
Upon inputting the relevant function of a page, it swiftly navigates to that page's segment.
Hot Key
The operation and hotkey panels enhance user efficiency by providing quick access to commands and shortcuts.
Bulk Edit
The earlier mechanism permitted solely singular event alterations, while the bulk edit function allows operators to enhance productivity and simplifies the procedure.
Table Controller
The data within the table benefits varying roles differently.
The table controller manages the columns and ordering shown in the table, creating more space to enable the appropriate user to access the essential content.
Setting and Multi-language content editor
The prior configuration page was a mess. The common parameters and multi-language content were jumbled, making it an excruciating experience for the operator.
We divide the settings and multilingual content into two pages, so that operators can clearly understand the differences between "switch", "amount setting" and "multi-language content", which is easy to see at a glance.
Fourteen distinct language options are available on the OP panel, enabling you to bulk edit the localization on a single screen
Repetitive Actions:
Users performed the same tasks manually, often unaware of more efficient alternatives. This wasn’t just wasting time—it was draining morale.
Cognitive Overload:
The interface was cluttered, making finding relevant information difficult. Important details felt buried under piles of unnecessary clicks.
Elevated Narrative:
Beyond numbers, the redesign redefined the operator experience—turning a once-cumbersome interface into a seamless extension of their workflow.
Our assumptions narrowed our perspective, delaying recognition of some critical issues.
In the future, we could systematize feedback documentation and establish a long-term tracking mechanism to monitor user adaptation, enabling continuous improvement.
Next time, conducting broader and earlier user research—perhaps paired with quantitative data like usage frequency—could sharpen our focus even further.
Multi-language content bulk edit should be enhanced to AI translate automatically.
Employ LLM and AI agent for assisting business owner, procure business insight precisely and swiftly.
Owing to the absence of data analysis about classified data in our sector, we must fully utilize user study instruments to grasp authentic user responses, employing statistical methods like heatmaps, initial clicks, and so forth to perceive user difficulties from a diverse viewpoint.
Content
This CRM overhaul initiative sought to alleviate user difficulties, optimize processes, and harmoniously satisfy corporate requirements.
Utilize Flutter for synchronous technology application
Supported MacOS & Win 10,11
Role
As the UI/UX Lead, I led a team of 4 designers and collaborated closely with stakeholders, BAs, PMs, and DEVs.
Appreciate your valuable output, folks!!
Longson Chan
Sky Chow
Cyril Chow
Leanne Kowk
Timeline