Challenge

We needed to streamline workflows and enhance efficiency for clients using the Beauhurst platform. By implementing integrations with CRM tools such as Salesforce and HubSpot, we aim to solve the following issues and pain points:

- Our API is suited for larger companies with ample dev resources

- Manual CSV exports required hours of standardising before uploading to CRMs

- Isolated and disjointed workflows across various tools our clients use.

Process

Research & Analysis

I conducted user research to understand current frustrations, client needs, and the existing workflow with company data. Competitor analysis included evaluating integration solutions from similar platforms.

Findings

- Pain point related to the tedious manual data extraction process

- The main CRM clients used: HubSpot

- Wants/needs: “Live” people and company data was a key requirement

- Users explained their user flow from Beauhurst to CRM.

Conceptual Design

Using insights from primary and secondary research, I created user personas, journey maps, and low-fidelity prototypes. Iterative feedback led to high-fidelity prototypes which were evaluated using the user testing site Maze.com.

Design & Implementation

We developed and released an MVP solution in collaboration with the development team, focusing on:

- Enabling bulk company data exports to HubSpot

- Scalability: solution can be used for other CRMs (Salesforce)

- Improving user flows and increasing retention

- Saving time for clients

Close collaboration with the developers and reviewing pull requests (PRs) on GitHub was key to a successful release.

Results

The integration was implemented, resulting in:

- 73 clients using the integration, with 45 using an API

- Enhanced client productivity and user satisfaction

Success Measures

- Client Adoption: Aimed for 50 clients with active integration by June 2024, currently at 73.

- User Satisfaction: Collected and analysed client feedback which stated that "It is easy and straightforward to use".

Next Steps

We plan to implement similar integrations with other CRMs, starting with Salesforce, based on client demand.

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