Surv
Smart CRM Solution
Product Design
Mobile Design
End-to-End
18 min read
Sector
Private Sector
Design Role
Product, UX/UI, Research, Branding
CRM & CMS platform that consolidates essential customer management, marketing automation, and analytics tools into a single, intuitive system that streamlines business processes and reduces reliance on third-party services
Problem
Most CRM platforms lack a truly all-in-one solution. Users often have to:
Integrate multiple third-party tools, leading to additional costs and complex setups.
Use separate CMS platforms to manage their marketing content, increasing inefficiencies.
Struggle with CRM interfaces that are overcomplicated and not optimized for mobile use.
Adapting such a feature-heavy CRM ecosystem for mobile is particularly difficult due to the complexity of the data being presented and limited screen space on mobile.
Solution
Combine all the complexity of the features in one app, and developing the intuitive UX and progressive user journey in order not to overwhelm the users, and limiting the functionality on mobile in order for it to be used rather as a monitoring option, not the executive
Interview
I interviewed multiple CRM managers, Product managers, Product owners, Marketing experts, potential customers, analysts in order to provide the comprehensive website for anyone who is involved into marketing
Findings
Adopting the main screens to the user's role - is necessary and will let to limit unnecessary and abundant information. Not all the information should be introduced on the main screen as the analytical charts make most of it's job, while the functionality should be hidden under the other screens.
Market Research
To ensure this CRM was truly comprehensive, I conducted an in-depth analysis of CRM, CMS, and marketing automation platforms, including:
Salesforce, Pipedrive – to identify core CRM functionalities and pain points.
Bannerflow, WordPress, Webflow – to integrate a CMS solution that fits within a CRM environment.
Asana, Jira, Trello – to refine the task and strategy board functionalities.
Through this research, I discovered gaps in existing platforms, particularly in seamless marketing integration and mobile-friendly CRM solutions, which I addressed in my design.
Table of Customers
The centralized user table consolidates all customer data in one place for easy tracking.
For the CRM managers it is essential to quickly find a specific user and filter all of them to find the right category for the marketing campaign, that's why the drop-down was implemented next to each category title along with the additional Filter and Sort by buttons
The charts panel provides clickable, interactive data visualizations to summarize insights at a glance.
Activity Board Inspired by Jira
A highly flexible task management system for tracking customer interactions.
Enhanced with marketing automation tools, allowing users to send emails and schedule promotions directly within the board.
Dynamic Strategy Board (Inspired by FigJam, but Functional)
Users can drag and organize marketing elements on a flexible board.
Each element is linked to real actions, allowing teams to visualize and execute campaigns seamlessly.
CMS Integration Inspired by Bannerflow
Built-in content management system eliminates the need for external CMS tools.
Allows businesses to create, schedule, and optimize marketing content within the CRM.
Explanatory Tooltips for First-Time Users
A guided onboarding experience that highlights key features across the platform.
Helps users quickly understand the CRM without needing extensive training.
Branding
In addition to designing the CRM platform, I also created the entire branding and visual identity to ensure consistency across the product.
The core colors—green and yellow—were chosen to evoke growth, energy, and innovation, aligning with the CRM’s mission to empower businesses and streamline operations.To reinforce the brand identity, I focused on:
A clean and modern UI with a structured layout to enhance clarity and usability
A balanced color hierarchy, where green represents actions and confirmations, and yellow highlights key insights and important information.
Custom iconography and typography that match the platform’s intuitive and professional feel.
Mobile-Friendly Adaptation
Carefully redesigned every feature for mobile, ensuring full functionality without sacrificing usability.
Implemented progressive disclosure to reduce clutter while keeping all necessary tools accessible.
Design System Implementation
Developed a scalable design system to maintain consistency across all screens and future updates.
Established reusable UI components, improving development efficiency and reducing design inconsistencies.
Ensured responsiveness and adaptability for various screen sizes and device types.
Final Thoughts
This project challenged me to balance power and simplicity, ensuring a feature-rich yet intuitive user experience. By consolidating essential CRM, CMS, and marketing automation tools, this platform streamlines business processes and reduces reliance on third-party services
Key Lessons:
Usability is the biggest challenge in feature-rich platforms. Designing a CRM isn’t just about adding features—it’s about making them accessible and easy to use.
A strong design system simplifies scalability. By creating a structured design system, I ensured long-term consistency and an easier path to future updates.
Marketing tools should be built into CRMs. The ability to send promotions and manage campaigns directly from the platform is a huge advantage over competitors.
What I Want to Improve:
Introduce Dark Mode. Thanks to the design system, this can be implemented efficiently.
Refine UX to reduce complexity. While the platform is robust, I want to improve navigation and hierarchy to make it feel even more intuitive.
Expand automation features. Adding AI-driven customer insights and automated campaign suggestions would further enhance usability.
Areas to Work On:
More integrations with external services while keeping the platform self-sufficient.
Enhancing mobile functionality to ensure seamless workflows across all devices.
Improving dashboard customization, allowing users to tailor the interface to their needs.