PRONTO XI CRM

An AI-Powered, Role-Based CRM

AI-assisted UX · Role-based design · Customer intelligence · Interaction design · Research and validation

Success Matrix

Business Impact

35% increase in module upgrades

Product Impact

3 role-based CRM experiencesSales Representative · Sales Manager · Service Agent

Experience Impact

AI-assisted lead scoring, next-best action, forecasting and activity capture brought intelligence into everyday CRM workflows.

THE PROBLEM

The old CRM treated every user identically and every record equally. A sales rep, a sales manager, and a service agent saw the same dense interface, the same undifferentiated data, the same manual workflows.

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The DESIGN PRINCIPLE

One CRM. One underlying system. Three role-specific decision environments.

Sales Rep → What should I do next?

Sales Manager → where the team required attention?

Account Manager → Which customer needs attention, and why?

THE AI EVOLUTION

From assistance to action

I explored an AI layer that could understand the user's role, customer context, workflow state and available CRM data before deciding what to surface. Rather than introducing a separate chatbot, the intelligence was embedded into the work already being performed.

AI IN THE WORKFLOW

AI-Prioritised Sales AGENT Workspace

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AI-Assisted Sales Manager Workflow

AI-Assisted Account Manager Intelligence

BUILT ON THE PRONTO XI FOUNDATION

AI without fragmenting the product

The AI experience was designed into the existing CRM architecture rather than introduced as a separate destination.

I maintained role-first information architecture and the shared Pronto Xi component foundation while extending the product with intelligence, recommendations and contextual actions.

VALIDATION

Validated as a product experience, not just a visual concept

I used stakeholder and user research, contextual inquiry, heuristic evaluation and 30 usability/user-testing sessions across roles, from wireframes through high-fidelity prototypes.

The validation focused on whether users could understand priorities, trust the information surfaced and move through high-frequency CRM workflows with less manual effort.

OUTCOME

Business

35% increase in module upgrades — the redesigned CRM directly drove existing clients to upgrade.
New market opened — the modern, AI-capable, ERP-integrated experience won small-to-medium business clients Pronto hadn't previously competed for.
Leadership recognition — the CRM redesign was recognised internally as a driver of licensing growth and competitive positioning.

Experience

Faster task completion across all three roles in testing.
Manual data entry sharply reduced through automated activity capture.
Managers forecasting on evidence instead of guesswork.