Unlocking Client Self-Service in Tronic's CRM
MY ROLE
UX Research, E2E Design
TOOLS
Figma, Figjam, Notion
METHODS
Interviews, Observation, Competitive Analysis
DESIGNED FOR
Web App, Optimized for Mobile & Desktop
Overview
CONTEXT
What is Tronic Studio?
A CRM where brands create targeted, interactive campaigns and loyalty initiatives, called Journeys, accessible to their customers through a white-label app.
PROBLEM
Tronic Studio lacked the basic usability needed to release it to clients, blocking our ability to scale.
Studio was built by and for engineers as an internal tool to support Tronic's consumer app. It met the need, but lacked basic usability. With a growing client list who expected access, that had to change.
SOLUTION
Redesign the component at the core of Studio's key product offerings: the query builder.
This was the biggest bang for your buck solution. By simplifying one component, usability improved across the entire CRM.
Business Outcome → Onboarded 12 new high-value clients.
My Process
RESEARCH
Interview. Observe. Compare.
Interviewed engineers to understand technical requirements. Observed non-technical teams using Studio to note pain points. Used comparable CRMs, and researched patterns using Mobbin
Key Takeaways
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High friction for non-technical users → Client-facing teams struggled with confusing terminology, hidden dependencies, and no clear guidance.
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Behind industry standards → Compared to established CRMs, Studio lacked intuitive navigation, readable event histories, and user-friendly segmentation tools.
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Patterns already exist → Research on Mobbin and other CRMs revealed proven design solutions for query builders, activity feeds, and data visualization.
COLLABORATION
To ensure designs were simple without losing power and flexibility, engineering was included early and often. Non-technical teams tested prototypes prior to handoff.
EXECUTION
End-to-end design from initial explorations and final designs, to implementation support and QA, with multiple iterations in-between.
BUSINESS OUTCOMES
1. Onboarded 12 High-Value Clients
With self-service available, Sales and Customer Delivery teams began workshops for new and prospective clients.
2. Time Regained for Engineers
With all Studio support and demo building reallocated to the appropriate teams, Engineers could focus on higher-priority work.
NEXT STEPS
How might we continue to lower the barrier for entry to Tronic Studio?
Expand easy-mode with more pre-built options for common scenarios. We implemented some quick-selections, but can explore fixed event triggers and setup wizards. This would reduce cognitive load and make self-service even more approachable for non-technical users.