Client
BONDAI
Industry
Enterprise CRM
B2B SaaS
Responsibilities
User Interview, Usability Testing, Data Analysis, Design System, UI Design, Interaction Design
Redesigning the Enterprise CRM Dashboard Experience
A Self-Serve Platform That Can't Self-Serve
BONDAI is a B2B2C CRM platform used by Bank of America and Merrill Lynch to manage their loyalty programs. Designed as a self-serve tool, it allows internal teams to collect customer data, manage newsletters, and update website content.
However, due to its complexity, BONDAI frequently received requests for assistance, leading to significant time and resource inefficiencies. To address this, BONDAI needed improvements to make it more user-friendly.
Project Goal
Improve BONDAI’s usability and efficiency by addressing user pain points and enhancing the overall experience
Project Result
-56% support requests from clients, 124% user traffic increase, and 92% user satisfaction rate.
BACKGROUND
Difficult to Learn
Clients reported that the platform has a steep learning curve, making it even more difficult to train new staff. Only a few users fully understood how to use it, and there was no one available to teach new employees.
Support Requests
BONDAI frequently received support requests, resulting in significant time and resource inefficiencies. These requests included monthly data collection, email newsletter management, and website updates.
Not Visually Engaging
BONDAI recognized the need for a more visually appealing design to better attract potential clients during product proposals. They wanted a modern and polished look.
USER RESEARCH & PAIN POINT
User interviews and usability tests were conducted with end users to figure out the pain points. They shared insights, answered questions, completed given tasks, and demonstrated their daily workflows.
SOLUTIONS
Information Architecture
The information architecture was updated, and the sidebar menu was one of the top priorities.
Sketching & Prototyping
Iterations were created, tested, and reviewed by the team to refine the design.
Interaction Design
Interactions were one of the top priorities in this project to address user feedback about unclear actions.
Enhanced interactions with new features, Bookmark and Search.
Consistant filter design across all pages.
Click to sort or drag & drop to re-order items.
Integrated analytics with custom date ranges and drill-down views for deeper insights.
RESULT
Support Requests
User Traffic Increase
User Satisfaction Rate
The updated version of BONDAI was released to a selected group of end users. Over a month, we monitored their activity and traffic, followed by a user survey. The results were highly positive: requests for data collection dropped by 56%, user traffic increased by 124%, and the user satisfaction rate reached 92%.
CONCLUSION
The results of this project highlight the impact of focusing on real user problems. By simplifying the design and enhancing key features, Sensei Marketing saw a significant boost in efficiency within just one month.
If there is an opportunity to continue developing this project, I would create a mobile platform of BONDAI, which will be an exciting challenge to work on because of the platform's complex features. Close collaboration and consistent feedback from stakeholders played a key role in making these outcomes possible.