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01 / OVERVIEW

A customer view that opened with every call

I took over design ownership of an in-progress CRM and realigned its core experience around one operational goal: identify the caller, open the matching profile automatically and surface the context employees needed to continue the conversation.

ROLE
Product Designer
DURATION
2022–2026
PRODUCT
Enterprise CRM
SCOPE
Customer 360, calls & quality assurance

02 / REALIGNING THE PRODUCT

The interface had drifted from the operating model

I audited the inherited product against leadership’s operating model. The CRM was still shaped around dense, separate lists, while employees needed one immediate customer view during a live conversation.

THE GAP

  • Separate lists
  • Dense customer information
  • No clear call-time hierarchy

THE PRIORITY

  • Recognize the caller
  • Open the matching profile
  • Surface immediate context

PRIORITIZATION DECISION

The highest-value intervention was not a cosmetic redesign of every screen. It was rebuilding the customer profile around the moment an employee answered a call.

A complete visual overhaul of every legacy list would have required more engineering effort than the expected operational value justified.

03 / DEFINING THE CUSTOMER VIEW

What needed to stay visible during a call?

Research and validation involved customer-service, Quality Assurance and sales employees across interviews, card-sorting sessions, usability testing and ongoing feedback.

≈30Customer-service employees
≈10Quality Assurance employees
≈50Sales organization

Participants from these groups contributed across different research and validation activities. Not every employee completed every method.

01 / OPERATIONAL VISION

Give employees one immediate view of the customer when a call arrives.

02 / EMPLOYEE WORKFLOWS

Card-sorting sessions helped distinguish information needed during the conversation from details that could remain available on demand.

03 / CRM BENCHMARKS

Salesforce, Microsoft Dynamics, Pipedrive, Zoho CRM and HubSpot CRM helped separate company-specific requirements from established CRM conventions.

01VISIBLE DURING THE CALL
02AVAILABLE WHEN NEEDED
03SECONDARY DETAIL

The profile hierarchy came from the work employees needed to complete, not from fitting every available field onto one screen.

04 / CUSTOMER 360

The right profile opened with every call

When the CRM recognized an incoming number, it opened the matching customer profile automatically and brought identity, contracts, requests, complaints, calls and interaction history into one operational view.

  • IDENTITY
  • CONTRACTS
  • REQUESTS
  • COMPLAINTS
  • CALLS
  • INTERACTION HISTORY

ONE STRUCTURE, THREE PROFILE TYPES

The same system had to represent people, organizations and the representatives connected to those organizations without forcing every profile into an identical layout.
01Individual customer
02Company
03Curator

The redesigned customer profile was implemented and used in production.

05 / QUALITY ASSURANCE

Call evaluation moved out of downloads and spreadsheets

Quality Assurance previously found calls in 3CX, downloaded the recordings and scored each customer-service employee in a separate Excel file. The CRM brought playback, weighted evaluation, calculations, comments and auditability into one workflow.

BEFORE

  1. 01

    Find the call in 3CX

  2. 02

    Download the recording

  3. 03

    Open the employee’s Excel file

  4. 04

    Enter ratings and calculate the result

IN CRM

  1. 01

    Open the call record

  2. 02

    Play the recording in context

  3. 03

    Complete the weighted evaluation

  4. 04

    Save the result, comments and audit history

  • 01Persistent audio
  • 02Weighted scoring
  • 03Calculated results
  • 04Evaluation comments
  • 05Customer call history
  • 06Listener audit trail

One evaluation no longer depended on a downloaded recording and a separate spreadsheet.

06 / CONTINUED EVOLUTION

The CRM kept evolving after the core redesign

From 2022 to 2026, I continued shaping the live product as communication, legal and operational requirements changed.

01 / COMMUNICATION

Email inside CRM

Employees could compose customer emails without leaving the customer context.

02 / AUTHORIZATION

Call-based legal forms

New forms supported processes that moved toward legally authorized confirmation through recorded calls.

03 / REFINEMENT

Contracts and workflow refinements

Individual and company contract workspaces, call screens, filters and tags were refined where they supported real operational needs.

Not every legacy screen was rebuilt. Changes were prioritized where the expected operational value justified the delivery effort.

07 / OUTCOME

The redesigned workflows reached production

The customer profile and call-quality workflow were implemented and used across customer service, Quality Assurance and sales.

IMMEDIATE CUSTOMER CONTEXT

Recognized incoming calls opened the matching customer profile automatically.

CONNECTED EVALUATION

Call playback, weighted scoring, calculations, comments and audit history moved into the CRM.

CONTINUED OWNERSHIP

I remained responsible for the CRM’s product-design evolution from 2022 to 2026.

0.5 FTEREPORTED OPERATIONAL SAVING

Internal product reporting attributed a 0.5 FTE operational saving to the CRM work. The underlying calculation was not available to me.

LET’S CONNECT

Now I’d like to hear from you.

Whether it’s a role, a project, or just a conversation, I’d love to hear from you.

Nigu.

Doha, Qatar

nigudesigns@gmail.com

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