Project 3

Pharos CRM

Pharos CRM is a simplified tool that allows sales reps to proactively manage customer relationships with retailers. This product allows sales reps to place orders, manage customer issues and returns, ensure lead follow ups, analyze sales, and schedule appointments.

Role

UI Designer
Collaborated with Product Designer

Team

Creative Department
Products Department

Time

13 months - Ongoing

The Problem - What Marketing Sales Reps and Vendors Need

B2B buyers and retailers are increasingly moving online to discover and shop for products and manage their business.

Sales reps and vendors are looking for a tool that reduces time executing orders, managing and reviewing cases, reports and budgets so they can spend their time supercharging marketing and increasing sales without frustration.

79% of business buyers say it’s critical or very important to interact with a salesperson who is a trusted advisor – not just a sales rep – who adds value to their business.
- Salesforce

Goals

-Create a product that shares data to maximize results and ensure unrestricted access to customers and business data.
-Empower B2B Vendors and Sales Rep partners of all sizes to sell more, improve customers’ experience, and better engage their customers through simple, but powerful, digital marketing and sales software.
-Replace outdated and unintegrated silos with connected data flowing across teams and tools.

The Process

Competitor analysis

Check the full analysis

the persona and user story

See the persona

Development Phase and Iterations

Prototype

We wanted to focus on sales reps getting easy access to customer data and seeing open carts, detailed product info, wishlists, and ultimately follow up with clients.
Our first Lo-fi prototype was made on paper. The second prototype was designed in Figma.

See the first Prototype

The Product Vision - Delivery Phase

-Simultaneously create multiple shopping carts to reflect customers' buying preferences.
-Email product information in a variety of formats.
-View sales dashboard and customer reports.
-Navigate and manage carts, wishlists, and order histories.
-Maintain a record of appointments, follow-ups, call logs, and customer contact information.
-See open cases and RMAs.
-Replace paper catalogs with interactive, shoppable experiences for customers.

See the wireframes

Results and Takeaways

what went well

-We developed the first CRM for the B2B industry, adding key features such as catalogs, wishlists, cases, etc.
-We connected Pharos CRM to more tools that allow sales reps easy access to more data.
-Team collaboration on ideas, iterations, and testing resulting in the best possible product.
-After the product launched, we focused on marketing campaigns consisting of presentations, webinars, flyers, etc.

What I learned

-This effort demonstrated the strengths, weaknesses, usability, and design trends of similar products in the industry.
-CRM projects are resource intensive, requiring brainstorming, testing, and successive iterations.
-Prioritization and internal negotiation are essential to staying on budget and on schedule.