PicallEx: Omnichannel CRM

design system UX design UX Research ui design app user interface design

PicallEx

UI and UX enhancement initiative, mentorship and up-skilling of the front-end developers in the nuances of UX best practices.

Challenges

Picallex presents itself as a robust omnichannel platform specialized in sales, incorporating advanced support for VOIP, SMS, and WhatsApp. Through its sophisticated Customer Relationship Management (CRM) system and its seamless integration with Lead Management Software (LMS), Picallex provides a comprehensive solution designed to centralize, manage, administer, and efficiently transform leads into valuable customers. The professionalism and security of our platform ensure optimal handling of your commercial strategies.

Prevailing Hurdles

Over time, Picallex was developed using different tools and methods. As a result, various developers added their style, leading to inconsistencies in the design. Plus, there wasn’t a dedicated design or UX team in place.
Picallex was growing rapidly. The outdated and inconsistent interface was not user-friendly and gave competitors a chance to get ahead.

UI Design Strategy
Design Blueprint

After understanding what users needed, the first big step was to create a new Design System. This would ensure that all parts of the platform looked and felt similar. Given the size of the task, the team decided to redesign one app at a time: starting with the Chat App, then moving on to the Drivers App, Manager App, Orders App, and finally the Activity Stream App.

Design Ethos

The design pillars were

Crafting an intuitive and streamlined UI.

Infusing a tangible delight in every user touchpoint.

Ensuring memorable user-platform engagements.

Introducing a contemporary visual language to the UI.

Overcoming Adversities
Encountered Bottlenecks

No existing consistent design guide.

A lack of direction in UX and design, leading to mixed styles.

No dedicated UX expert or design team.

Tactical Responses
Tackle on these challenges

A promising junior front-end developer was mentored to lead the new UX efforts.

A team was formed, consisting of members from both Crafter and PicallEx, who would report to the CTO.

This team started by sketching out basic designs, mainly to decide on key parts of the new Design System. Once this was set, the team split into two. One group developed the UI toolkit for React, and the other began redesigning the platform using the new Design System.