The challenge
Financial CRM users need to make sense of relationship context, workflow status, customer details, and next-best actions in one place. The risk is clutter, duplicated steps, and low confidence.
CMW
CRM Financial Platform
A financial-services CRM experience designed to help teams navigate customer relationships, activity streams, pipeline data, and account actions without losing the thread.
The approach
I used workshop synthesis, dashboard sketching, and clickable prototypes to give stakeholders a tangible product direction they could react to and refine.
The impact
The design direction organized dense customer and account information around work people actually needed to complete, making the platform feel more directed and easier to scan.
Process
From messy inputs to useful workflow clarity.
CRM design is a sequencing problem: what does the user need now, what should be nearby, and what can move out of the way?
Facilitate discovery
Used collaborative workshops to pull out roles, pain points, service moments, and information needs.
Map priority flows
Organized account, relationship, and task flows around the highest-value user decisions.
Prototype dashboards
Explored dashboard density, navigation, quick actions, and status visibility through realistic screens.
Refine with teams
Used design reviews to connect product intent, stakeholder needs, and technical constraints.
Artifacts
Financial CRM direction.
Dashboard concept
A command center view for relationship, activity, and work status.
Account workspace
Dense information brought into clearer visual hierarchy for faster scanning.
Workshop synthesis
Collaborative product thinking translated into screens, flows, and priorities.
Prototype thinking
Clickable flow work used to stress-test navigation and page logic.
Planning model
Structure for moving from requirements to product decisions.
Outcome framing
Design decisions anchored in business value, operational efficiency, and adoption.