2019
BMBY CRM
A CRM handling the whole RE sales process from getting leads to managing financial and legal aspects of the deal.
coming soon
Project challenges
Before I joined the team, BMBY was a web-only CRM with huge functionality - so I did not start from scratch. But transfering a massive tool into an app is a big deal itself, and here's why:
Several user roles
Due to natural Sales Dpt structure, there are different types of users focused on different tasks. The CRM has to fit everyone's needs and smoothen the communication inside the sales team.
Tangled userflows
The single RE unit sales process is curvy and has lots of branches on its own. Whereas a salesperson typically handles a number of deals, the flow quickly becomes a bowl of spaghetti. The CRM's goal is to structure all those particular tasks and serve them to a salesperson in an easy-to-digest way.
Multiple languages
The CRM supports both English and Hebrew, which means every page, tool and widget has to be properly flipped when switching the language. Not only this refers to text direction, but also to actions direction, navigation placement and even the icons orientation.
step 1
Discovery
The first thing to do was the existing web interface analyzis. It gave basic understanding of what features already exist in the system and how the various tasks are accomplished.
With the Product Owner's assistance, I defined three main user types:
1
Lead handlers
The people who respond to the initial leads coming from SoMe ads, phone calls or walk-in clients, and then push the processed lead to the next sales pevel.
2
Salespeople
Those who actually work on the deals: pick properties, manage the bids and offers, connect with financial institutions and other brokers etc.
3
Analytics
These are the bosses whose job is to track the overall team success, measuring the KPIs such as deal speed, conversion rates etc. and fixing the bottlenecks in the sales process.
For each user type and sub-type, we defined the task list and rated each by frequency and importance.
step 2
Information architecture
Having a live CRM, I had to rely heavily on its current architecture - at least the main blocks. But the smaller dettails, e.g. the order of blocks in a particular CRM page was a thing to be designed.