Case Study
Investorey CRM
The Investorey CRM application was developed from the ground up to centralize how the company manages customer relationships and sales interactions. Starting at zero, I partnered with stakeholders to define requirements, map user journeys, and establish the core information architecture. My responsibilities covered creating a consistent design system, structuring workflows for lead management, sales tracking, and customer communication, and ensuring the product scaled as the business grew. I also integrated data-driven insights into the design process, aligning the interface with the needs of sales teams and leadership for better visibility and decision-making.
Company
Investorey
ROLE
Lead UI/UX & Design
Tool
Figma, Photoshop, Illustrator, Figjam
Overview
User-Centric Platform
Build a CRM from the ground up that strengthens relationships and improves customer interactions.
Scalable Foundation
Create a flexible system designed to support evolving business needs and long-term growth.
Seamless Operations
Enable smooth integration of workflows, data, and collaboration for efficient team performance.
Business Goals
The Process
Discovery
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Discovery Workshop
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Discovery Summary
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Competitive/Comparative Audits
Define
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User Archetypes
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User Hero Flows
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Experience Board Concepts
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Information Architecture
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UX Concepts
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Wireframing
Design
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Final Wireframing
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High-Fidelity Design
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Clickable Prototypes
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Whitelabel Designs
Final Handoff!
DISCOVERY
Market & CRM Audit
Reviewed leading CRM tools to study data organization, dashboards, and reporting patterns. Focused on navigation, layouts, and user flows.
Themes
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Centralized customer management
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Actionable insights
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Scalable structure
GETTING STARTED
Login
The Login screen introduces a clean, modern interface with updated components, ensuring secure access while keeping the experience simple and consistent with the overall CRM design.
NAVIGATION BAR
Centralized Access
The Navigation Bar includes Calls, Contact, Dashboard, Teams, and My Profile, giving users direct access to the most important areas of the CRM. Its layout ensures quick navigation while keeping workflows organized and consistent.
CONTACT MANAGEMENT
Contact Screen
The Contact Screen enables teams to add and update customer details, record key interactions, and maintain a complete client history. It also provides visibility into each client’s investments and budgets, giving team members a centralized view to support informed decisions and stronger relationships.
PERFORMANCE TRACKING
Dashboard & Teams
For admins and managers, the Dashboard provides an overview of calls, minutes, and monthly sales, with filters to track performance trends. The Teams view offers the same insights at an individual level, helping managers monitor activity and results. Regular CRM members don’t have access to these views.
