Creation of a travel agency's CRM.


March 2019





UX/UI Audit

User Experience

UX research

OOUX Method

User Interface

Brief and introduction


Create a travel agency's CRM, so that they have the best possible experience and facility to manage their customers. The complexity of this exercise is to create a platform that allows to manage customer and travel files as well as all the reservations, and this, at the same time.

What is a CRM ?

CRM, an acronym for "Customer Relationship Management", refers to the entire IT system dedicated to customer relationship management.

CRM is then the IT solution for managing all information relating to customers and prospects and all interactions with these individuals (incoming and outgoing contacts). Marketing campaign tools can then be connected to the CRM solution or integrated into a marketing suite or CRM suite.

The objective

The main issue here was that a CRM is rarely simple to create and understand.


I realised that the inside world of a company and the management of a CRM were the unknown for me, I needed to lead a step of research and in-depth monitoring to become more familiar with it.


Once the last step was completed, I gathered essential information about what was supposed to be in a CRM:

Use Scenarios

Remember, the main objective of this project was to offer the best user experience in the simplest possible way. The CRM had to answer several points in order to facilitate the use and experience.


The framework

For the construction of the core experience, I designed a user flow:

Then, I decided to create a few characters with different user paths to get the needs and difficulties of content creators and future users. I tried to keep friction to a minimum.

The creation of user paths helped me to reduce the number of actions as much as possible and make the user experience easier.


After some research, I gathered essential points to find in a CRM:

Object-oriented UX methodology:

Mapping, grouping, prioritising and linking content to achieve a rational, simple and modular organisation in object.

I used this method:

An architecture in OOUX

This working method allowed me to create a simple tree structure that was at first complicated and hard to understand.

The application

To provide a first graphical view of our CRM before the interface design:


Software: Sketch

I used it for both screen design and advanced prototype with page transitions and animations.

Final result

I succeeded in my mission: design a CRM easy to use

From the platform, it was therefore possible to manage everything internally, from the customer files to all the different types of trips. I also added a « quotation «  page to be able to manage it easily.


Interface that will allow users to have a data visualization and a general view of the agency's results.

Summary of clients

Personal information about the client:

Personal information about its trip:

It is also possible to create a new customer file for every new customer. A CRM must allow customers to be easily added and organised without effort and with high flexibility. The insertion of a new customer should be possible online by anyone working in the company without requiring any technical skills of the platform.

The display of this page can change according to your wishes, it is possible to put it in the form of a list or a "map", and this via two icons on the right.

Modification of a trip

On this form, we can find essential information about the trip:

There’s also a feature including the travellers who are part of the trip, with a « Plus » shortcut, it’s possible to add an extra traveller at any time.

I decided to add other sections:

The strength of this page is that it allows you to access all the necessary information in one page.

The final word

This CRM could be adapted to any type of travel agency that wants to organise and manage their customers, travel and service providers.

As the user tests were conclusive, a small training course on this software could be offered free of charge to different companies in the future!

Personal feedback

The main points that I would come out of this project are:

Pain points:

Benefit points: