Townsquare Interactive decided to create their own Customer Relationship Manager instead of using a marketplace solution to cut costs as well as to maintain control of their client data. Once we had the business requirements, we needed to understand the end user's needs, goals, fears, and motivations.
Example of a Strategy document we used.
This document is the overall goal sheet for the application from a user and business point of view. Having these documents helped the design team make informed decisions on which features or functions to develop in the app which delivered the most value.
Townsquare Interactive's Product team gathered the needed requirements from the stakeholders. After I reviewed the requirements I would ask the Product manager questions that I felt helped define the business goals.
We collected the goals through contextual interviewing sessions with users. We then documented our findings in an Empathy Map. After the interview process was complete we then identified patterns and moved them into Journey Maps.
After completing our user research and identifying business goals we made three products and ten tools. Three of those tools are diagramed here.
Uses: Type in one of several options. GP ID, Chili Number, Business Name, Client Name
Select from a list of results of Clients that near match the keyword or terms you entered
The final result is the client settings page. Each tab represents a service.
Show Call Percentages, Client States, and the Client List.
Drawer for Client Health measurements
Drawer for DMS Client notes
Client Form with client ID or industry search and auto fill.
Verify form with Client
Report of Client's health
Our wireframes work by iteration. The initial state is merely a page with general pieces of information on them in places which make sense. We would typically make several rounds before finalizing placement; represented by a low-fi interactive and visual design screen.
This tool was built as a way for anyone in the company who wanted to access a client and all their information. As a DMS you can click in from your dashboard. The client settings page is the last step in this process. Here we eventually created twenty tools to address any issue any team had to solve.
Each stage of the CRM has a group of people it serves. The DMS team leads client relationships. Our first product was for them. They had several ways to manage those relationships which in lots of cases included notepad. We gathered all the pain points and addressed them in a meaningful way.
This tool streamlined the arduous process of onboarding radio ad clients to the TSI Core Business Solutions service. The new tool ultimately cut onboarding time by 80%.
The Campfire Icon to the left is our primary logo colorway and should only be used on a white background.
Exclusion zone: The logo’s icon exclusion zone is equal to half the height of the icon.
Above: Icons which are used in the left sidebar menu.
The campfire login window prompts a user to enter their credentials prior to accessing the web application.
Branding and an Interactive example
Uses: Save, Active & Focus states
Uses: Single Action - Add and Edit
Uses: Body, Headings, Cancel & Close states
Important State Color
Uses: Importance, Warning state
UI Navigation Colors
Uses: Left-side Navigation, Icons, Secondary Importance
Uses: Panel/Well backgrounds, hr background, cancel hover state
The default view of the DMS Dashboard. There are several filters to narrow down client status.
Client Conversation fly-out screen. Once a month a DMS will enter notes pertaining to a the status of the clients services.
Top: Sales will use a form which generates a sale. We built a tool which automates that process.
Right: After the form is completed a report is generated. From that point a salesperson prints it and goes over the report with the client.
Client Search provides all teams within Townsquare Interacive to look up a client for all tools.
Client Details has a few tools attached to it depending on your permission. Services acts as a "home page" which contains an overview of all tools.