From fragmented offers to a single sales flow: improving the CRM experience for financial managers
I redesigned the CRM experience for financial managers, helping reduce selling time by 40% and increasing satisfaction ratings. I led the research, testing, and worked closely with tech and business teams to turn a confusing process into a clear and user-focused flow.
Context
Financial managers were using a Salesforce-based CRM to sell products, but the process was slow and hard to use. It was split across multiple screens and didn’t give managers a good view of the client's profile. I redesigned this experience by creating one simple and guided flow, similar to what we see in e-commerce. It showed all the financial solutions available, personalized to each client, and helped the manager move faster and with more confidence.
What I did
I followed the double diamond framework and worked in constant collaboration with business, developers, and other designers. I shared my progress regularly during UX ceremonies and made sure the solution fit real sales moments, not just business rules.
Activities
Mapped the main logic and key points of each product to understand what needed to be shown
Interviewed financial managers to learn what was hard or slow during the selling moment
Shadowed managers in their real environment to understand how they used the tool and what blocked them
Organized all findings into clear opportunities for redesign
Co-created and tested a new way to register a lead and show product offers
Ran usability tests and applied improvements from the results
Worked side-by-side with the developers and the architect to make sure everything could be built as planned
Outcome
–40% reduction in time spent during a selling moment
User satisfaction score went up from 3.7 to 4.2 (out of 5)
The new CRM flow helped managers offer the right products faster and more clearly, based on the client's needs
Why it mattered
This wasn’t just a visual update. It changed the way managers sell. By thinking of the CRM as a support tool—not just a place to enter data—we gave managers something that supports real conversations with their clients.
What I learned
To design internal tools, you have to be close to the real work—watching how people use the system and listening to what they need
Working with developers from the start avoids last-minute changes; I made sure there were no surprises about what could or couldn’t be built
Good UX is not just about screens—it’s about helping people focus on their work and make better decisions