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Embed code for: Killer UX - Delivering a Great CRM User Experience without Custom Code
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eXtremeCRM 2016 Warsaw presentation by Jukka Niiranen. Tips and considerations on user experience when working with Microsoft Dynamics CRM.
Digital Illustrated Finland
Why are we here?
Five ambitious targets for this early morning:
Who am I?
Consultant @ Digital Illustrated
Microsoft Dynamics CRM MVP
Dynamics CRM consultant from Helsinki
http://www.digitalillustrated.com/Digital Illustrated Finland
Dynamics CRM addict since 2005 & v3.0
Frequent blogger & #MSDYNCRM evangelist on social media
@jukkan on Twitter
Microsoft MVP since 2013
Lines of code to be shown in this presentation: 0
Why “no code”?
It’s a Level 300 session after all…
…On the Developer track!
Reason nr. 1: I don’t understand anything about it
Reason nr. 2: much of what impacts the typical CRM user experience is not dependent on custom code
Why is UX a big deal for CRM systems?
= Why should customers invest money in user experience development
Let’s get this out of the way: UI vs. UX
Fact: user experience is a much broader concept than user interface
Not just what it looks like, rather what it feels like for the user
Dive deeper into the #UIvsUX meme:
My definition of good UX for CRM context:
“How the user is able to achieve the outcome he/she personally wants to get from the system while minimizing the amount of pain that must be endured”
Working with customers and their CRM system requirements
15 years, billions of lines of code, millions of servers in the cloud –
yet has anything really changed in the world of CRM system requirements?
The dream of the user & the reality of the business
What the users wish for:
What the business ends up building:
Consumerization of apps vs. enterprise systems
When business users don’t get how CRM should be used, will they turn to product documentation or training resources to learn about the system?
Nope. They’ll either use the tools they already know (á la Excel), or resort to “bring your own cloud” strategy with the latest, coolest app they’ve seen their peers use
So, users get the job done via various different tools. At least it gets done, right?
Unfortunately now you have each department/team/user working on different set of tools, with customer data stored in N+1 silos
The fundamental problem with this situation is that you’re lacking two main ingredients of digital transformation:
The data that your business processes use as input/output
The ability to harmonize, improve and automate these processes
Levels of organizational pain from poor UX
The real cost of bad UX is inferior CX
Neglecting the user experience of your business applications will erode your capabilities to use customer experience as the differentiator from your competition
The Very Basics of Dynamics CRM UX
This is your brain on XRM
XRM = ”eXpanding Relationship Mangement”
The system will forever keep on growing in complexity as features get added by either Microsoft, ISV add-ons or customer specific extensions
The solution designer must actively work in making the system NOT appear like an ever growing monster to the poor end users
Start from the navigation (your users will, too)
Try to minimize the need for jumping between Sitemap areas by tailoring the areas for your main user persona
Hide irrelevant areas for the user personas by attaching privileges directly to each menu item in the area to be hidden
Set the default dashboard for each Sitemap area to be the logical landing page for that area’s business process
Charts may look pretty on a dashboard, but views of most relevant records targeted to the user’s role are often much more actionable
OoB system views: they SUCK!
What the users get:
What they’d actually need:
Single tiny column of record names in a seemingly random order
Most relevant attributes for quickly identifying the record they’re looking for, with the latest records shown first
You cannot over-optimize views
Show latest records first – that’s what your users will most often be looking for
Alphabetical sorting only makes sense when you have very few records to begin with
Select the view columns that most likely set the records apart from one another - from current and parent entities
In the best case your user won’t have to even open the record –> you saved a click + page load
Be consistent with your column order/width – especially when you have many alternative filters
”Deals won this year” & ”Deals won last year” should differ only by query criteria, not layout
Users like to search instead of filter by view – never forget to fine tune your Quick Find views
Be generous enough with Find columns, and make sure to include them as View columns while you’re at it
”Special” views need extra special attention
Lookup view: don’t leave that ”Created On” there
...And put a icon on that custom entity, for crying out loud!
Subgrids: avoid sideways scrolling by limiting column count
...Or just give your subgrid a whole Form Tab then
Hide more than you add
You need to allocate time in your project for both the ”build” work and the ”demolish” work, i.e. removing unneeded structures
Review the system components in the OoB CRM and be mercyless in getting rid of those that do not add value for the customer
Dashboards: hide via associating them with security roles
Views: deactivate the irrelevant ones
Charts: delete (after removing dependencies)
Sitemap: disable the subareas (via XrmToolBox)
Command Bar: change button order to hide them under ”...”
Reports: c’mon, are any OoB ones needed?
Sweat the details
Thou shall not repeat the feature/process name in vain!
Labels are always too short, so start with the differentiating word
If your form name isn’t an exact match for entity name, redundant labels are shown
115 pixels is hardly ever enough for all fields’ label width, don’t be afraid to increase it
Designing A More Responsive CRM
Business Rules = scripts
Xrm.Tools Business Rules Viewer will show you the exact script that gets generated when you build a Business Rule in CRM Online
Business Rules are just as powerful as form scripts – within their available scope
Even more powerful when you consider that they can also run on the server side
Greatest impact to UX: immediate response
Unlike ”real-time” workflows, calculated fields
Business Rules: Stick vs. Carrot
The initial use cases for Business Rules are often about enforcing rules
”We want to make sure the user enters values into all these important fields, so that we can do accurate reports”
Most users don’t really want to work in a maze of rules and regulations if they can help it
Excel remains the killer business app precisely because it allows everyone to determine their own rules
What’s in the interest of all parties is stopping the users from losing their focus
Phone rings! Coworkers shout! Facebook birthday alert arrives! IE crashes! ”Now, where was I...”
The intelligent machine
Not showing irrelevant fields in the UI is a great way to reduce the cognitive burden for the user
CRM that adapts to the context of a user = smart business application, not a dumb digital version of a paper form
If you can avoid potential conflicts in the data that’s entered into the system via a logic that Business Rules support -> happier users AND better data
Which leads us to the strong connection between user experience and customer experience (remember?)
OoB Lead form & what’s wrong with it
Lookups to existing contact/account are shown on the BPF stage, but they don’t help the new lead data entry in any way
The form request the user to enter all the details about the contact and company, even if they’d be existing records
What if the user actually goes through the trouble and enters all requested data – but the values are different than what’s stored on the existing account & contact?
A better Lead form with Business Rules & Quick View Forms
Let’s show the selection of existing contact/account before we ask any other fields to be filled
If an existing record is selected, show a Quick View Form with details from that related record. Use a Business Rule to hide all the “local” fields
What if some fields are out of date and need to be changed? Easy: the user should click through to the source contact/account and update the information there!
Making business processes less painful
The legacy of Dialogs
Dialogs are a great concept with plenty of scenarios where they could be valuable
Unfortunately, Dialogs are a CRM 2011 era feature that has been left abandoned as the platform has evolved
Legacy forms and clicky design combined with lack of mobile support make Dialogs a tough sell in 2016
New ”Task Based Experiences” in CRM 2016 mobile apps have some overlap, but they’re no Dialog replacement just yet
Business Process Flow, the visual dialog?
Business Process Flows may initially seem like the new guided dialog in CRM
However, they’re really meant for transactional records with a linear process (start and end)
Support cases that you’ll be closing in X days? Yes, go for BPF
Accounts with varying lifecycle stages? Hmm, probably not
BPFs are for a business process that sits ”on top” of the entity (or many entities) – they can be the parent but they cannot be the child
Running multiple BPF instances for a single record over its lifecycle just wont work
Building inline dialogs with Business Rules
Instead of a single Dialog or a Business Process Flow, using multiple Business Rules can create a ”dialog” that operates directly inline on the entity form
Immediate feedback to user actions can make your dialog feel like a modern web/mobile app experience
Conditional branching for process steps can be done by chaining together show/hide require/unrequire rules for subsequent fields
Every dialog must come to an end, which means submiting the data to the server
There isn’t a real ”submit” button we can do without custom code, so this needs some creativity
I’m sure you’re aware of CRM’s auto-save feature by now, which means save button <> submit button
After the data is submitted, you can provide immediate feedback to the user by leveraging a real-time workflow process
Demo time! Opportunity Approval dialogs with Business Rules
Maintaining a great UX
Testing the user experience of your CRM solution
In the year 2011
In the year 2016
Does it work with IE?
Does it work with CRM Outlook client?
Does it work with CRM Outlook client in offline mode?
Does it work with supported browsers?
IE? Chrome? Firefox? Safari? Edge?
Does it work with CRM for Tablets?
Windows? iOS? Android?
Does it work with CRM for Phones? (in offline mode?)
Does it work with CRM for Phones Express?
Does it work with FieldOne mobile client by Resco?
Does it work with Voice of the Customer surveys?
Does it work with Adxstudio Portals?
UX is a fragile thing
The rise of the MoCA framework
CRM 2015 ”SP1”
CRM Web Client
Interactive Service Hub
CRM Outlook Client
CRM Outlook App
CRM for Phones
CRM for Tablets
*MoCA = ”mobile client application”
New application experiences introduced via MoCA
Rich text editor
Offline sync v2
These were our targets:
Thank you to our sponsors!
Jukka Niiranen, Digital Illustrated Finland
3 WAYS TO FILL OUT SURVEY:
Complete prior to the closing session to be included in Thursday’s drawing!
MY ULTRA PASSPORT
1 TB External Hard Drive
How to contact me:
ontact/account before we ask any other fields to be filled