Case Study

Consultancy CRM Design

Target Users

Admin staff, Counsellors, Students, Education/Migration Agents

Tools

Figma, Adobe XD, FigJam

My Role

UI/UX

Project Overview

The client wanted to redesign their existing CRM design to improve user engagement and increase conversion rates. The client, a global education consultancy relied on a legacy CRM to manage courses, clients, and consultant workflows. However, the system had become increasingly inefficient, outdated, and hard to use. Our goal was to completely rethink the CRM with a service-first mindset and design an experience that supports real consultant needs.

Problem Statement

The existing CRM had several usability issues:

Legacy CRM lacked modern usability, had inconsistent flows, and was inefficient for consultants and clients.
Features were hard to discover, and the UI was outdated and unfriendly.
Internal workflows were fragmented, and users struggled to manage tasks, forms, and course data.
No mobile-friendly check-in system for remote or on-the-go consultants

Research & Personas

User Persona 1

Ram Kaka, 23

A senior consultant at an education consultancy that helps students with course selection and migration. She spends most of her day managing student profiles, tracking applications, and updating client progress in the CRM. However, the outdated CRM slows her down with confusing navigation and repetitive manual entries. She wants a system that helps her quickly check in clients, access course information, and update statuses with minimal clicks.

Goals

Efficiently manage client and course data.
Quickly check in and track client progress.
Reduce time spent navigating systems.

Frustrations

No proper check-in system.
Hard-to-use navigation.
Repetitive data entry.

Needs

Unified dashboard.
Smoother navigation.
Automation for repetitive tasks.

Motivations

Wants to focus on clients.
Values speed & consistency.
Prefers simplified workflows.

User Persona 2

Pratik Sharma, 21

Pratik Sharma an aspiring international student exploring opportunities walks into an educational consultancy in Nepal to explore studying in Australia. He is greeted warmly by the Front Desk Officer, who inputs his details into the CRM. Pratik waits a long time before getting his turn with the counsellor, which adds to his anxiety and makes the process feel slower and less organized. The counsellor again asks for his academic background, goals, and preferences which makes Pratik frustuated. Pratik is in doubt and in dilemma due to unclear process flow.

Goals

Online booking reduces long waits and gives predictable timing.
Auto-filled data prevents repeating the same information.
Unified flow lets all departments access the same profile.
Course finder suggests suitable courses automatically.
Faster process reduces delays and confusion.

Frustrations

Long waiting times before appointments
Repeating the same information to multiple departments
Unclear course guidance
Feeling mentally exhausted due to slow progress

Needs

A faster, streamlined journey
A system that remembers his data
Personalized course recommendations
Reduced repeated work
Clear, transparent process flow

Motivations

Wants a smooth and simplified process.
Motivated by clear communication and structured steps.
Feels confident when supported and reassured by staff.

Solution

We rebuilt the CRM from the ground up with a consultant-centric approach. And, Our key features include:

Online/Offline User Check-in System:
Consultants can check in to offices or appointments supporting real-world usage.
Course Finder Tool:
Advanced filters and keyword search to help users quickly find relevant courses.
Migration Manager Tool:
Streamlined workflows to handle migration processes and task tracking.
Form Builder & Merger:
Custom form creation with drag-and-drop, and the ability to merge multiple forms seamlessly.
Task Management System:
Organize, assign, and track progress of tasks within departments and between users.

Design Process

1. Research and Discovery:
Conducted internal interviews with consultants.
Analayzed, reviewed existing CRM design, user flows, pain points deeply.
Researched other CRMs for better understanding .
2. Information Architecture:
Organized complex data into logical categories and created user flow diagrams.
Defined clear content hierarchy for dashboards, forms, and contact data.

My Role

I worked closely with a senior designer and was responsible for:

Conducting user research through interviews and feedback sessions.
Understanding business goals and gathering functional requirements.
Creating the information architecture and defining user flows.
Brainstorming and ideating interface improvements with the team.
Building a reusable components in Figma.
Supporting seniors with designs, handoffs, reviews, and documentation.
Participating in usability testing and iterating based on feedback.

Design Preview

Here are few design previews.

Gallery