I’m wondering how to make UX better in such a case

enter image description here There is CRM, as a user of this CRM, I can create a customer with fields phone, email, name, address. Sometimes it’s possible when a customer with this contact information has already existed. So, as a user of CRM, I need to merge the data.

When is it the best time to make it? As soon as email or phone number is filled in and we found a coincidence? Or as a user clicks “create”?

In the first solution, I should change the title after merging “Update info” or so on, because it’s not creating even more. And it can confuse a user. The second solution supposes to fill in an entire form and after a creating to see “merge popup”.

  • What's your primary search method for finding existing customers? Commented Jan 21, 2019 at 13:15
  • A user uses a global search for the entire system at first. E.g I enter a phone number or email in a field and if I don't find a match I create a new customer. But sometimes users don't use the search, so they can create a new customer with the same information.
    – dash
    Commented Jan 21, 2019 at 13:57
  • Answer below is what I was going to suggest. Commented Jan 21, 2019 at 15:38

1 Answer 1


1. Where is this step located in the entire process?

If this is a time sensitive task (someone is on the phone with the customer for example and it's best to avoid waiting times) then a solution could be to show a pop-up with a message that indicated all other customer details related to the identified duplicate (as a confirmation that this is indeed a duplicate customer). Main action there would be to cancel the creation of a new customer or update customer information (opens customer details page) as well as viewing that customer in another tab.

2. Are coincidences frequent or is it an edge case?

If 'coincidences' are frequent, then you could rename the main action to 'Create anyway' - indicating a deliberate choice in creating a duplicate (maybe a company shared phone or sales e-mail but different names).

In this design the fields that would require a match are already the first ones (e-mail and phone numbers) so it's a good thing that you show it pretty early in the registration process.

Example of a solution below

quick sketch of a solution


Due to tabbing order I think the best position for the 'Cancel' action is after the primary button. Most of the users will be entering data and then tabbing away on the next field - no need to add an extra tab there.

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