Global Product Navigation

The Problem

Bloomerang’s navigation had remained largely unchanged since the company’s inception, leading to a confusing and outdated experience. Essential CRM features were often buried in unrelated pages or felt inaccessible, making it difficult for users to navigate the platform efficiently.

The Solution

We needed a complete reimagining of the navigation, restructuring key features and optimizing user pathways. Through a comprehensive audit of the platform—analyzing traffic patterns, usability pain points, and feature accessibility—We identified friction areas and redesigned the navigation to create a more intuitive, efficient, and user-friendly experience.

Unpacking a CRM

Redesigning a platform navigation starts with taking inventory of all existing pages and how they are accessed. As a team we broke down every last page within Bloomerang and began sorting them into feature groups: Donor Interaction, Communications, Data Tools, and Settings.

Prototyping and Testing

Before development, we needed a way to test the new navigation in a realistic, interactive environment. Leveraging Figma’s prototyping capabilities, I ensured every screen seamlessly linked to every relevant page, enabling smooth forward and backward navigation.

Using the 'Similayer' plugin, I connected 43 pages with over 250 prototype interactions, creating an experience that felt almost like a live product. The result? A highly functional prototype that won quick approval from both users and stakeholders.

Final Product

The final delivery of the Journey Automation user interface marked the completion of a seamless, user-friendly system designed to optimize customer journeys through automation. This UI provides an intuitive and visually appealing experience, enabling users to create, manage, and analyze automated workflows efficiently.

Key features

  • Simplified the global navigation from 15 top-level items to 7.

  • Consolidated related features under logical categories.

  • Prioritized key features and hierarchy based on usage data.

  • Collapsable functionality to reduce the nav to a narrow, icon only, format to increase screen real estate for the user

Impact & Benefits

  • 36% Reduction in task completion time for common workflows.

  • Increase in feature adoption: Bulk Imports and Integrations saw a 41% increase in usage.

  • Higher user satisfaction, with a Net Promoter Score (NPS) improvement.

  • Fewer support tickets related to navigation confusion.

Other Work