The refresh project's goal was to make improvements based on some user feedback about usability of certain areas of the app. A secondary goal was to improve the standardization of main user interface elements to improve the overall usability and affordance of the app.
A great deal of the improvements came from speaking directly to customers and understanding how they used the app. I also spent time analyzing actual feature usage of the app to determine which features were being utilized the most (and least).
A beta version of the app was set up to allow a select group of customers access to test out new features and continue to gather direct user feedback.
An example of a lesson learned from this project is the discovery that most existing customers were not interested in the CRM features of the app, but rather only wanted to use it as a way to build and send marketing emails to their customers. One of the ways we responded to this was to focus a lot of work on the email creation workflow and improving the experience and ease of getting contacts into the system.