Global Recycling Firm CRM
4.2/5 customer satisfaction with research-led design
Conducted UX research for CRM rollout improving customer satisfaction to 4.2/5 and enabling smooth adoption across non-technical teams.
Sustainability, Recycling Operations, CRM
UX Researcher / Product Designer
CRM Platform, UX Research, User Adoption, Training Design
THE CHALLENGE
A global recycling firm was rolling out a new CRM platform to replace manual processes across non-technical operations teams. Previous digital tool adoptions had failed because the tools were designed for tech-savvy users, not for field workers and operations managers who primarily work with physical materials.
WHY IT MATTERED
CRM adoption failure means wasted investment and teams reverting to spreadsheets and paper processes. For a recycling firm, operational efficiency directly impacts environmental outcomes — better tracking means better recycling rates.
THE APPROACH
User Research & Persona Development
Conducted extensive field research with operations teams, understanding their daily workflows, technical comfort levels, and pain points with existing processes.
Simplified Interface Design
Designed interfaces optimized for non-technical users with clear visual hierarchy, minimal jargon, and task-focused navigation that mirrors physical workflow patterns.
Adoption Strategy
Created a phased rollout plan with embedded training, contextual help, and feedback loops. Each phase built on user confidence from the previous one.
Continuous Feedback Integration
Built in-app feedback mechanisms and regular check-ins to identify adoption barriers early and iterate quickly based on real usage patterns.
THE OUTCOMES
Customer satisfaction score achieved
Design driven by field research with non-technical users
Phased rollout with embedded training
Improved tracking and recycling rates