CASE STUDY

Enterprise CRM

Turning an AI-generated CRM concept into a functional system for managing contacts, interactions, opportunities, pipeline activity, documents, and reporting.

Role Product Designer

Focus Enterprise CRM

Tools Figma + Implementation

Project Context

From rough concept to working product

The project started from an AI-generated CRM prototype that established a basic product direction, but it was not yet a complete working system. Core screens existed, but workflows were disconnected, interaction patterns were inconsistent, and much of the functionality still needed to be defined and implemented.

My task was to turn that starting point into a coherent CRM experience that could support real relationship and sales-management workflows.

The UX Challenge

Make the CRM coherent and usable end to end

Connect previously disconnected CRM workflows.
Create consistent interaction patterns across modules.
Make dense contact and opportunity data scannable.
Keep place when moving between lists, details, interactions, and opportunities.
Turn static or incomplete screens into working product flows.
Keep patterns flexible enough for different company use cases.

My Role

Taking the product from prototype to functional CRM

I refined the visual system, interaction patterns, and information hierarchy across the CRM, then completed the missing flows and functionality needed for the product to work as one connected system.

That covered dashboard structure, contact management, detail panels, interaction history, opportunities, pipeline/Kanban behavior, presentations, reporting, and the shared patterns that connect these parts.

Looking polished was not enough. The product had to actually work.

Interaction Model / Core Flow

Dashboard → contacts → interactions → opportunities → pipeline

Users can move from overview into contacts, relationship history, opportunities, and pipeline actions without repeatedly losing their place.

Enterprise CRM workflow from dashboard and contacts through contextual detail, opportunity management, and pipeline

Contextual drawers and connected records keep important information close while users move deeper into a workflow.

Key UX Decisions

Making complex CRM work feel predictable

Keep context visible

Use contextual drawers and detail panels so users can inspect records without unnecessary full-page navigation.

Connect relationships and activity

Contacts, interactions, opportunities, and company context remain linked instead of living as isolated records.

Make pipeline state visible

Opportunity status and Kanban stages give users a clear view of where commercial work stands and what should happen next.

Reuse interaction patterns

Search, filters, cards, status chips, detail panels, and actions behave consistently across modules.

Design System / Interface Logic

Different workflows, one interaction language

The CRM uses shared patterns across contact management, contextual detail, pipeline management, and reporting so recurring tasks remain recognizable.

Enterprise CRM interface system showing reusable patterns across contacts, detail views, pipeline management, and reporting

Similar interactions should feel familiar. Screens do not need to look identical.

Final Design

A functional CRM built from a rough starting point

Dashboard insights, contact records, interaction history, opportunities, pipeline management, presentations, and reporting now sit in one connected CRM path.

Shared navigation and detail patterns help dense operational information stay familiar as people move between modules.

Design Outcome

From AI-generated concept to usable product

The project moved from an incomplete AI-generated prototype to a working CRM with connected workflows and functional end-to-end behavior.

The patterns are not locked to one company or industry; the same CRM structure can hold different relationship and sales workflows.

See something you’d challenge?

I like talking through design decisions. If you would have approached something differently, I’d like to hear it.

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