Enhancing the self-service experience to resolve customer inquiries efficiently and quickly.

Customer service is shifting towards more self-service capabilities with faster handling times. If customers are handling more issues by themselves at their own convenience, it's vital to equip them with all they need without needing to resort to an employee.
In this case study, I investigated a B2B/B2C CRM platform as a first time user to see where I could make improvements in the overall experience, from the moment they log in to creating an inquiry.
ROLE
UX Designer
TEAM
1 Designer
1 Product Manager
TIMELINE
November 2024
Login

Increased clarity in error recovery

The error message tells the user to contact their system admin to help set up their account. For a new user, it may not be clear who the system admin is or how to reach them.

Suggested Improvement

Since Client360 claims itself as a self-service tool, users should have easy access to help in case of errors or onboarding questions.
First time user onboarding

Providing a guided user tour

Trainings are provided to understand the platform and how to use it, but oftentimes vey little of the information is retained. When users arrive at this screen, they are at a loss of what to do next.

Suggested Improvement

Even with training beforehand, first time users often have trouble remembering training content and finding what they need. To enhance the process, let's add a walkthrough to guide first-time users that can be accessed later as needed.
Create new inquiry

Building a flexible and connected workflow

A common action users will likely take is creating an inquiry and specifying which product they are having an issue with. However, as a first time user, the 'Product' dropdown will appear empty.

A quick fix to the problem was embedding an informational banner about what to do at the top of the form, but it was found that users often overlooked it. Adding onto the problem, users had to exit the form to configure their product settings and then go back to create a new inquiry again, losing any of their progress.

challenge

How do we address users overlooking the help text without leaving the inquiry form?

Suggested Improvement

Banners or messages directing users where to update products could be helpful, but instead, let's create an action in the dropdown to easily add the products you need without disrupting the inquiry creation flow.
This user flow shows how the addition of the feature allows the user to stay within the form.
Feature launch.
change history

Lack of meaningful visual hierarchy

Any edit or update that is made within the platform is recorded with the details of that change. It's important that users can quickly find what they need , so they can move on to the next task.

Suggested Improvement

Remove redundant text and align the items in a list to save space and easily find the information you need.
work
© 2026 Josephine Shin