Lead UX designer. I led the end-to-end UX process.
Customer Service & Salesforce team at Metropolitan Thames Valley Housing
3 Months
Figma, Miro, Confluence, Jira
MTVH’s case management system in Salesforce had over 180 enquiry types, creating confusion and inconsistent use across teams. I led a UX initiative to simplify and restructure the enquiry type selection process to improve reporting accuracy, reduce rework, and make it easier for staff to find the right options.
Salesforce was used for enquiry case management, but the system had become too complex:
To understand why staff were struggling to select the right enquiry types in Salesforce,I conducted two types of research to understand the issue:
Based on data analysis and user insights, I drafted UX recommendations that included removing unused enquiry types, improving layout and search, and introducing clear categorisation.
I presented these to the Product Manager and Head of Digital, gaining buy-in to move forward into the ideation phase.
Using Miro, I conducted an open card sorting exercise with five users , including frontline agents and managers, to understand how staff naturally grouped enquiry types. Each user was assigned a board with 188 enquiry types and the flexibility to create groups based on their options.Â
To validate and inspire best practices, I also conducted a landscape analysis of companies like Tesco, Argos, and Amazon to study how these organisations structure and surface support enquiries or help topics.
I also documented UX best practices around enquiry selection, data capture, and case handover.
Using findings from the card sort, best practices and landscape analysis, I mapped out userflows and sketched low-fidelity concepts to rethink how users select enquiry types in the CRM.Â
I presented my design concept in a stakeholder workshop and facilitated a collaborative ideation workshop in Miro to ascertain technical feasibility, co-generate new ideas and prioritise features based on feasibility and impact.
Tested designs with agents who confirmed the new structure was clearer but highlighted that the two-step model added time. Adjustments were made to balance simplicity and speed and re-tested.
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