CRM
Pronto Xi CRM Modernisation
Overview
Modernised the Pronto Xi CRM experience to improve workflow efficiency, KPI visibility, usability, and enterprise scalability across sales, customer management, reporting, and operational workflows.
Reducing workflow friction | Simplifying complex ERP interactions | Modernising data-heavy CRM experiences
Role
Lead UX Designer
Owned: UX strategy | Workflow analysis | UX audits | Information architecture | Journey mapping | Wireframing & prototyping | Design systems (IBM Carbon principles) | Responsive UX | Design QA
Problem
Users struggled with: Fragmented CRM workflows | Poor KPI visibility | Complex navigation | Data-heavy interfaces | Inconsistent UI patterns | Excessive clicks for common tasks | Limited mobile responsiveness
Business impact: Reduced CRM adoption | Operational inefficiencies | Reporting friction | Slower decision-making
DESIGNS
INFORMATION ARCHITECTURE
PROCESS
UX Research & Discovery
Conducted: Stakeholder workshops | UX audits | Workflow analysis | Competitor benchmarking |
User journey mapping
Key Findings
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Users lacked visibility into priorities and next actions.
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Navigation did not match user mental models.
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CRM workflows were overly complex.
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Datagrids created high cognitive load.
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Customer information was fragmented.
Personas
Sales Representatives
Needed faster opportunity updates, activity tracking, and follow-up management.
Sales Managers
Needed pipeline visibility, KPI tracking, and forecasting insights.
CRM Administrators
Needed scalable configuration, consistency, and localisation support.
Conclusion
Through UX research, workflow analysis, journey mapping, and enterprise design system thinking, the redesign addressed critical pain points around navigation complexity, KPI visibility, fragmented workflows, and data-heavy usability challenges.
The outcome was a modernised CRM experience featuring streamlined workflows, role-based dashboards, improved customer visibility, scalable UI standards, responsive enterprise layouts, and AI-assisted operational insights.