Smart Crm

Customer Relationship Management Systems

About the product

CRM system with artificial intelligence analytics. The system helps to build sales, keep inventory records and build teamwork by setting goals and planning business processes. The product was created as a business ecosystem that builds processes not only with customers, but also with contractors and suppliers. The main devices on which the system was supposed to be used are desktop devices and tablets, for this purpose a unique design was designed that is not typical for similar products. In design, I moved away from numerous tables and focused on card or tile design. This makes it easier and more convenient to work with large amounts of data.


  • Researching Potential Users
  • Identification of user pain points and problems
  • Building interaction with the product
  • Creating and testing hypotheses
  • Designing a convenient user interface


  • Conducting interviews
  • Making user journey map
  • Creating wireframes
  • Conducting usability studies
  • Creating design system
  • Creating high-fidelity prototype and final UI
  • Competitor analysis

User experience research

I conducted interviews with users to understand what difficulties they may experience when using the product.
I also analyzed the main competitors and identified the strengths and weaknesses in using their interfaces.

User Interviews

I conducted interviews with future users and business representatives who will use our system. I identified the main pain points in their work and took all this into account when designing interfaces.

  • It is necessary to simplify the work with complex business processes.
  • Collect and combine control over all business processes in one application.
  • Take into account all the details that could increase customer loyalty.
  • User Journey Map

    After identifying user needs, I prepared User Journey Map. This allows us to understand what steps the user will go through in our product. The map will help to understand the principle of user interaction with the product.

    Competitor analysis

    For a better understanding of the market and the product, I studied the competitors. Sometimes big competitors shape user experience and habits. We can also identify the strengths and weaknesses of competitors. I have compiled a comparison table to better handle the collected data.

    Design process

    The design process consists of wireframes, low-fidelity prototype, usability study,
    design system, high-fidelity layouts and prototypes.

    Digital wireframing

    Low-fidelity prototype

    I created clickable prototypes to test with real users.

    Usability study

    We conducted 2 rounds of prototype testing on users and during this time we monitored their actions and took important notes. So we were able to trace the interaction of the user with the product and draw some conclusions.

    Design system


    Final UI mockups

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