Project 1

Improving CRM Reporting Efficiency Through User Research

Helping public servants spend less time entering data and more time serving Canadians.

The Challenge

The CRM used across multiple regions had evolved over time. Teams were spending significant time entering information, reports were inconsistent, and regional differences made analysis difficult.

The organization needed to understand where the friction existed before making changes.

The problem in numbers

Many users spent 30-40 % of their time doing data entry
Reports varied across regions
Low confidence in data accuracy

Key Findings

Different regions interpreted fields differently, leading to inconsistent data and reporting.

Users duplicated information because they lacked confidence in existing workflows.
Several required fields were unnecessary for many common tasks, increasing completion time.

Recommandations

Simplify data entry by reducing unnecessary fields
Standardize terminology across regions
Reorganize field hierarchy and workflows
Improve reporting workflow and automation
Provide clear guidance and examples for users

Supporting Adoption

Research identified usability issues, but improving the experience didn't end with redesign recommendations. To support adoption across regions and ensure consistent use of the CRM, I developed a 100+ page user guide documenting workflows, system features, and step-by-step instructions. The guide became a central reference for onboarding, troubleshooting, and day-to-day use of the platform.

View the guide

What I learned

One of the biggest lessons from this project was that the problem wasn't simply a confusing interface — it was inconsistent mental models across teams. Understanding how people interpreted the system proved just as valuable as identifying usability issues. This reinforced my belief that effective UX research uncovers organizational challenges as much as interface problems.