CASE STUDY
CRM Financial Platform
2025
LEAD DESIGNER
UX / UI
REDESIGN
UX EVALUATION
DEFINITION
PROTOYPING
FEATURE DEFINITION
A CRM redesign for managing investment clients that focused on increasing long-term user retention by modernizing the user experience, improve the technology stack and enhance the tool offering.
FINAL DELIVERY
The finished prototype that demonstrated the key capabilities and the experience.
What are the existing pain points and limitations of their existing experience?
No Personalization
Overwhelming Content
Dense Navigation
No Mobile Responsiveness
Limited Search
Too Many Apps
INTRODUCTION
The Approach
Workshops
I guided the client through some discovery exercises to understand the current state, pain points, key personas and future vision. Next, I helped them to identify and prioritize features and capabilities using FigJam to allow them all to write on stickies and discuss each feature.
Competitive & Benchmarking Research
By using the initial discovery workshops to guide my research, I researched competitors the client identified as well as other competitors. I also broadened my search across multiple industries, identifying similarities that would help shape our decision-making across features, content, patterns and user flows.
Alignment with Technology
For me to understand the technology approach and determine the user experience impact of integrations and a CMS, I met with architects and SMEs. My goal was to identify any navigational requirements or platform solutions that could be key in my approach to the design.
Low-Fidelity Wireframes
By combining all that I learned, I designed initial grayscale wireframes. The initial goal was to key in on navigational patterns, IA strategies and key features. From this I created a variety of options such as side panels, tabbed solutions, top navigation and various approaches to displaying modular content.