Led UX strategy and interface design for early mid-market CRM concepts, collaborating with product, research, and development partners to clarify workflows and improve usability for complex sales scenarios.
Mid-market sales workflows involve greater complexity than traditional SMB CRM needs, including multi-stage negotiations, cross-team collaboration, and sophisticated lead tracking. The challenge was to explore design concepts that balanced this complexity with clarity and usability, reducing cognitive load while supporting essential sales activities across stages and teams.
I began by identifying key mid-market CRM tasks such as pipeline management, opportunity tracking, team assignment, and multi-stage forecasting. Drawing on stakeholder input and real estate sales patterns, I mapped typical workflows and interaction pain points. Using this foundation, I developed interface concepts that focused on clear visual hierarchy, contextual context panels, and task prioritization cues. Iteration with cross-functional partners ensured alignment with product goals and feasibility.
The exploration clarified how a mid-market CRM could be structured to better support complex workflows and collaborative interactions. These concepts helped align product and design teams on priority areas and illuminated opportunities for more refined task flows and interaction patterns in future iterations.
arly CRM pipeline layout showing distinct stage separation and opportunity context.
Interface exploring how assignments and roles could be surfaced in context.
Workflow highlights showing inline feedback for status updates.
Early Ideation and Product feature mapping
Map showing the core structure and details of the app