Contents.
Company overview.
MrQ is a UK based online casino. What differentiates the company is that it builds all of its core tools in-house in order to have full control over the customer experience.
Project overview.
At the time of writing, MrQ does not have access to any tooling specifically tailored to manage CRM offers and rewards. As a result, the CRM team experience many pain points spanning their workflows.
To address this MrQ began developing a new tool called Excava. The tool would become the new platform designed specifically to facilitate CRM workflows and increase efficiency.
In this project, the overarching goal was to ship a useful MVP that would deliver immediate value and provide the foundations for further product enhancements.
Goals.
Design Excava’s MVP, addressing core needs of CRM team.
Build Exacva’s design system, avoiding unnecessary bloat but setting the foundations for scalability.
My responsibilities.
Interviewing stakeholders.
Identifying pain points and opportunities.
Interaction design.
Prototyping.
Building a design system.
Research.
To begin with, I organized workflow walkthroughs with the CRM team in order to learn more about their work and pain points. The sessions helped me gain context and build empathy which would later guide my design decisions.
Here are some key pain points which emerged from the exercise:
Offers are setup across multiple tools.
Team is confused around the steps required to create offers.
Configuring customer segments is too complex.
Tooling doesn’t cater for handling multiple markets.
Team has no way to organise and archive offers.
Team has no way to view all offer details in one place.
Team has no quick way to analyse offer performance.
Final design.
The project contained a number of features and flows in its MVP. Below are a select few highlights.
Creating user segments.
Creating promotions.
Design system.
Learnings.
Success hinges on understanding user workflows before building tools. Early and frequent user involvement is crucial to ensure the product meets fundamental needs rather than just being technically powerful.
Balance is key. Maintain a high resolution short term plan alongside a lower resolution long term vision. This prevents scope creep while keeping the team aligned with overall objectives.
UX is a shared responsibility across the entire product team. Backend systems should prioritize user needs over raw functionality, requiring everyone to focus on customer experience
User onboarding should be continuous, extending beyond initial familiarization to include updates and new features, ensuring users maintain a seamless experience as the product evolves.
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