Overview
Why clarity is the whole brief
CRM SystemA sales CRM for a team with mixed technical confidence
Designing a CRM a sales team will actually keep up to date. The brief hinges on clarity: the people using it every day have very different levels of comfort with software.
- Role
- UI/UX Designer
- Timeline
- 2025 – ongoing
- Team
- Design and engineering at Vixo Lab
- Platform
- Responsive web
Case study 02
A CRM people will actually update
A CRM only works if the team keeps it current, and teams stop updating tools that feel like paperwork. This one is used by people whose comfort with software varies widely — from daily power users to people who would rather phone a customer than open a browser tab.
So the target is not density or feature count. It is that anyone on the team can find what they need and record what happened without being taught.
Placeholder — replace with the real export.
What clarity means here, concretely
Plain labels over jargon — "Next follow-up", not "Next activity trigger".
One obvious primary action per screen.
Consistent placement, so the same task is always in the same corner.
Empty states that say what to do, not just that there is nothing here.
Process
Where it stands
Process
Map the sales process
Worked through how the team actually moves a lead to a close, in their words.
Structure first
Settled the information architecture and flows before any visual design.
Design and prototype
High-fidelity screens in Figma, prototyped for review with the people who will use it.
Iterate
Refining against feedback as modules are built.
Still in progress
This project is ongoing, so this document covers the approach and current direction rather than final outcomes.