Businessnext CRM
Businessnext CRM was an outdated platform with a cluttered UI and inconsistent workflows. I led a full redesign to modernize the experience and improve usability for everyday tasks.
Understanding the Pain Points
Early user interviews and session recordings made one thing clear: the product was getting in the way of the process. Sales reps spent more time navigating tabs and buried actions than engaging with leads. Critical information—like contact history or deal status—was scattered across screens, often hidden behind dropdowns or modals. There was no clear hierarchy, and task flows required too many steps for even the most basic actions. This created friction, slowed productivity, and led users to rely on external spreadsheets and workarounds.
Redesigning with Intent
I began by mapping the most frequent workflows and identifying friction points at each step. From there, we focused on removing barriers—eliminating unnecessary clicks, surfacing essential data, and streamlining how users moved through lead and pipeline views.
Design Process
Problem understanding, goal definition, diverse idea generation, informed decision-making, concept prototyping, and user validation through testing. I took Iterative approach for user-centered solutions, addressing challenges and aligning with business objectives.
Key Design Solutions
Summary Page — Clear & Insightful
Problems: Overloaded screens, low clarity, slow scanning
Solutions:
Card-based design
Grouped insights
Action visibility
Clear navigation patterns
Impact: Faster scanning and improved focus
Object page — Personalized & Actionable
Problems: Hard to prioritize leads, customer, case, opportunity, policy etc, poor structure
Solutions:
Insight dashlets
Personalized modes
Kanban drag-and-drop view, list view, grid view, split view, drawer
Impact: Faster updates and better lead prioritization
360 — Full Context for Decisions
Problems: Fragmented data, no holistic view
Solutions:
Unified quick + detailed views
Predictive insights
Customer timeline`
Impact: Improved RM confidence and faster decisions
Form Filling — Guided & Structured
Problems: User fatigue, errors due to complexity
Solutions:
Progress bar
Step guidance
Notes for context
Step previews
Impact: Higher completion accuracy and speed
Split View — Smooth Multitasking
Problems: Constant switching, breaks in flow
Solution: Dual-pane layouts
Impact: Reduced clicks and smoother task handling
Drawer — Continuous Workflow
Problems: Pop-ups breaking user flow
Solution: Side drawer for contextual details
Impact: Clean, uninterrupted screen experience
In Conclusion
Focus Areas
Thumb-reachable primary actions
Clear hierarchy for today’s tasks
Map + list hybrid layout
Minimal form inputs
Wireframes validated early with stakeholders to align on flow before visual design.
