The Impact of the Golden Ratio, Keyboard Hotkeys, and Custom Icons on CRM User Experience

In a customer support environment, a Customer Relationship Management (CRM) system can give a detailed overview of a company's clients. With the help of its history and order status data, the service representative can quickly see any previous issues that the customer may have had with the business. Software updates both for local and web-based apps could change the user interfaces and ergonomics will be different, especially for new CRM users, so they may need to adapt to them. This research is trying to evaluate how well the CRM user interface can be used following ISO 9241-11 usability standards. This study was divided into three main phases. First, the usability testing of the current CRM system and measuring its System Usability Scale (SUS) according to Five Interface Design Dimensions. Then, the development of an alternative design via a web-based prototype tool will try to fix the identified usability issues. Eight Designs (D1-D8) have been proposed based on the formulated design considerations and will be compared to the initial usability from the existing or current UX design of CRM (D0). Finally, each of these designs undergoes usability testing against the existing system. The results of the proposed alternative designs, the application and combinations of the Golden Ratio, Keyboard Hotkeys, and Custom Icons on CRM User Experience created to be more user-friendly and effective. Moreover, the results of usability testing on alternative user-interface designs show that the usability of a CRM user interface has been improved.