Elevating CRM Software Design for Real Estate Developers: A-Star Technologies
A-STAR TECHNOLOGIES, based in Vadodara, Gujarat, is committed to helping businesses outpace their competition with innovative, user-friendly, and secure software solutions. This IT service company has delivered tailored software solutions for various business processes, including manufacturing, HR, warehousing, and more, ensuring optimized efficiency and seamless operations for its clients.
This project focuses on refining the user experience design of A-Star's existing CRM product for the real estate industry, enhancing its interface and functionality while preserving its underlying architecture.
A-Star CRM for real estate, prior to the redesign.
OBJECTIVE
A-Star aims to enhance the design and user experience of its software to boost competitiveness and strengthen its market position. The focus of these design enhancements is on updating the design system and user interface, while maintaining the existing information architecture.
KEY CHALLENGES
• Revitalizing the design system to enhance visual appeal and user engagement.
• Redesigning the navigation for improved accessibility and flow.
• Enhancing data visualization and reporting metrics to provide more actionable insights.
• Streamlining forms to simplify user interactions and increase efficiency.
DISCOVERY & RESEARCH
INFORMATION ARCHITECTURE
After understanding the product’s structure and functionality, I mapped the existing information architecture to create a blueprint that guided design enhancements, ensuring framework alignment and user-centric optimization.
COMPETITIVE ANALYSIS
Next, I analyzed the reporting capabilities and compared the usability and visual design of market leaders and competitors.
Salesforce CRM - Opportunities Kanban View (top left); Salesforce CRM - Opportunities Form View (top right);Zoho CRM - Home & Layered Panel Navigation View (mid left); Zoho CRM - Leads Module (mid right);Odoo CRM - Pipeline Kanban View (bottom left); Odoo CRM - Form View (bottom right).
DESIGN SYSTEM
COLOR PALETTE
I selected an achromatic palette with violet accents for a clean, professional look, using vibrant yet calming colors in data visualizations to enhance clarity and visual appeal. This approach was designed to encourage user engagement without overwhelming them.
ACHROMATIC/
ACCENT/
REPORTING/
FEEDBACK/
TYPOGRAPHY
I chose Inter as the primary typeface for its clean, modern design and strong legibility across sizes. Its versatile, geometric yet humanistic style enhances readability, ensuring clear data interpretation even in dense visualizations while providing a consistent experience across devices and screen resolutions.
ICONS
BUTTONS
ANATOMY
PRIMARY
SECONDARY
TERTIARY
INPUT
ANATOMY
DROPDOWN
ANATOMY
RESULTS
Redesigned interface of A-Star CRM Software.
CLIENT REVIEW
The client was pleased with the project’s outcome, noting the enhanced visual appeal, improved user experience, and seamless functionality. As a result, they extended the collaboration to design a website for real estate clients, which will be integrated with the CRM and offer real-time connectivity.
FUTURE CONSIDERATIONS
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© 2024 Agreya Gandhi
