Global humanitarian 
aid organization & NGO
Product Design ▪︎ UX/UI ▪︎ 2024
In collaboration with Malteser International’s Global Head of Safeguarding, I designed a company-internal CRM app to facilitate the company’s feedback process. The app helps staff to navigate sensitive issues like harassment, corruption or fraud. Note: The interface content in this case study has been altered to respect confidentiality agreements 🚔 



Malteser’s CRM feedback process was previously structured into one big interwoven chart. Employees had to manually zoom in to track their information path, in order to learn about the right actions to take.

 UX/UI needs to guide users more firmly.
 Streamline the company feedback process.
 Create a scalable design system.
 Create UI with capacity for future expansion.
 Reduce drop-off rate by at least 20%
 Supply staff with a tool for sustainable learning.


The project began with a thorough discussion and an UX/UI audit of the current feedback CRM system, resulting in a lenghty report that was shared and discussed with the stakeholders internally.

Noteworthy Audit Takeaways

01.  Navigation: Currently the CRM system has a confusing / inconsistent navigation that frustrates users (and leads to higher bounce rates.)

02.  Layout: Overcrowded interfaces with excessive elements overwhelms users and makes it difficult to find what they need.

03. Lack of Consistency: Inconsistent design elements such as colors, fonts, and button styles can disrupt the user experience and make the interface feel unpolished.

04. Error Handling: Unclear error messages / lack of guidance on how to resolve issues.


The application is segmented into five sub-categories. The user gets introduced to the (1) Onboarding section, which directs users to either an internal or partner-related (2) Plausibility Check and Initial Fact Finding, depending on the matter. After that, users progress through (3) Investigation, (4) Approval and Resolution and then through the final (5) Learning stage. This conclusive phase educates employees on how to share lessons with the team, and on how to conduct regular feedback analysis.


The design system was created with one major objective: Deliver a modular set of components that could be re-used to create new interfaces and pages across several applications, in various different languages. The monochromatic color system is based on Malteser’s original brand color.  

The main user-painpoints were adressed by confronting users with short, direct tasks, and by supplying straight yes/no decision-making. The information-per-interface ratio was kept rather short, to create a sustainable learning curve for users. Given the app’s high-stakes and serious nature, a gamified approach may not have been an obvious choice, yet it proved highly successful in our case, where we were able to boost user satisfaction significantly. 



Paula Electra Ahn ⓒ 2024