The objective was to undertake a comprehensive redesign of Bridgeman Images' GEM legacy CRM system, which had been evolving piecemeal over the past 15 years. The challenge was to transform a system characterized by its outdated user interface, lack of user-centric design, and overwhelming complexity due to layers of functionality added without consideration for user experience. This complexity resulted in significant onboarding challenges for new recruits and an information overload for users due to densely packed data displays.

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The redesign project adopted a segmented strategy, focusing initially on the Sales component, identified as a critical area due to its extensive usage and the potential impact of improvements on operational efficiency.

  • UX Analysis: My first step involved a deep dive into the existing system's usage patterns through the analysis of heat maps and user session recordings. This process helped identify how users interacted with the system, highlighting pain points and inefficiencies in key user flows, such as creating contacts, clients, and projects.
  • User Testing Workshops: I facilitated moderated user testing workshops, which allowed for real-time feedback and interaction with the system users. These sessions were invaluable for understanding user needs and testing assumptions in a controlled environment.
  • Prototype Testing: Various prototypes were developed and tested, iterating based on user feedback. This iterative process was crucial for refining ideas and ensuring that the redesign met user expectations and needs effectively.
  • Design System Development: A new design system was crafted to address the challenges of navigating and managing large volumes of information. The system was designed with accessibility in mind and organized to be compact, ensuring ease of use for users who deal with massive data sets.
  • Developer Collaboration: I ensured that the design system was developed to be highly developer-friendly. This was achieved by aligning the naming conventions of Figma components and partials with those used in the actual React project, thereby facilitating a seamless transition from design to development. This approach not only streamlined the development process but also fostered a closer collaboration between design and development teams.
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The redesign of the Bridgeman internal CRM system represented a significant step forward in enhancing operational efficiency and user satisfaction. By employing a user-centered design approach, conducting thorough user research, and fostering collaboration between designers and developers, the project successfully addressed the longstanding issues of the legacy system. The new CRM system now offers a modern, intuitive user interface and a design that caters to the complex needs of Bridgeman Images' operations, significantly easing the onboarding process for new employees and improving the overall user experience.
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