x-bees
Product Design · Telecommunications · Cross Platform Application
UX strategy, research, wireframing, UI, design system
Services
Client
Wildix (Estonia)
Timeline
Feb 2021 - Feb 2022
Team
4 people
About the client
Context
Wildix, a global leader in Unified Communications as a Service (UCaaS), enhances business communication through its services and complementary hardware devices, supporting a large and dynamic sales team worldwide.
View website
Project overview
x‑bees is the customer communications platform built to accelerate B2B pipeline by doing what sales team needs most: keeping in touch with prospects and putting all the decision makers in one place.
In collaboration with Product Owner and Business Analytic, I led the effort to integrate Salesforce and HubSpot CRM systems into the x-bees app. Our goal was to empower the end-user to increase their productivity and potential.
Task
Seamlessly integrate sales tools to optimize user workflows for greater efficiency.
The problem areas are not known, and the process of interacting with Wildix products is not entirely clear. Analyze the sales team's funnel and identify CRM features to integrate into the x-bees app for optimized workflows.
Challenge
Balance between simple implementation of complex solutions.
Conducted research helped to validate hypotheses, understand end-users better, define the number of core CRM features which will make our product attractive on the market.
Design complex customer sales funnels using CRMs to manage leads in x‑bees and ensure they are accessible, even if sales staff leave organization.
As a result of our work, x‑bees automatically logs meeting information in CRMs, enabling salespeople to focus on what matters most: engaging with customers and understanding their needs.
Solution
My contribution
I've been working on this project for about a year, covering many tasks: refining multiple user flows, integrating a video conferencing tool into the app, conducting user onboarding, establishing the tone of voice, improving UX copywriting, enhancing the design system, and creating a dark mode for the mobile app, among other tasks. However, for this case study, I would like to focus on how CRM systems were integrated into the x-bees app.
Research questions:
After stakeholder interviews, I identified the biggest questions and objectives for the initial research.
Process
Primary research
Secondary research
The marketing team had previously done market research, so I leveraged their insights.
What is the primary sales funnel/workflow of international sales teams?
What are the common challenges sales managers face while filling in the data?
What specific CRM functionalities do sales managers find lacking or inadequate in their current workflows?
How we can make sales process more effective for sales managers via x-bees?
To ensure our design addresses the needs of end-users, I conducted user research through interviews, surveys, and direct observation. This helped me to understand their workflows, pain points, and opportunities throughout the user journey, leading to a detailed user flow and personas that aligns our solution with real-world requirements.
User flow
Creating user flows after interviews helped me organize insights and design optimal user journeys. This allowed me to visualize processes, simplify navigation and improve the overall user experience.
Personas
This helped organize information about user needs, behaviors and goals, giving the team a clear understanding of who the users are.
User Interviews
Competitive analysis
Conducting a competitive analysis helps us understand the market landscape and identify design opportunities.
We conducted about 10 user interviews with sales managers from Italy and France, uncovering key differences in their approaches to handling leads. This gave us deeper insights into their pain points, goals, and daily challenges.
“I need to find easy solution for internal communication with a CRM integrations and posibility to make calls”
- Anny, Business Owner (b2c client)
I began by drafting the integration of Salesforce and HubSpot into the x-bees app. This CRM integration allows users to manage opportunities directly within the x-bees info frame, where they can track stages, view and edit summaries, and access connected contacts. In conversations with external contacts, all participants can access the linked opportunity, saving time and minimizing the need to switch to CRMs, which fosters team collaboration and alignment.
After the prototypes were user-tested and approved, I moved on to enhancing the design system and creating a dark mode for the app.
Here are the results:
Ideation & Implementation
CRM Integration (web app)
CRM Integration (mobile app)
Design system
