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Project Overview



My role as the primary designer for UpperLevelCRM is to do a complete redesign of the CRM along with the landing page experience. I also worked on a complete rebranding of the company. I work primarily with the product manager/CEO of the company and also closely with the developers.

In this case study, I have included my work in redesigning the landing page along with the login/signup experience, and a few screenshots of the CRM.



1. Do a complete rebranding of the CRM

2. Improve usability across the platform

3. Establish a standardized design kit

4. Establish a standardised Design System



  • Redesign the static landing page

  • Improve the “request invite” experience for the new users 

  • Improve communications throughout the site

  • Improve visual aspects of the site

  • Improve usability and information hierarchy



Product Designer

Product Strategy, Visual Design, Prototyping and Testing


Nov 2021 - Present



Figma, Adobe Illustrator, Adobe XD, Procreate, Whimsical

Design Process


The redesign was aimed at giving the new users an easier way into the CRM. The ask was to provide all the information a new user would want to know about the software upfront so it would be easier for them to make a descision. 

Several areas of this redeisgn was based on the user feed back obtained through a “helpful genie” that allows existing users to talk about any frustrations or opinions they might have.




As always I started off with a thorough research about existign CRMs. The first thing was to understand what a CRM is, CRM stands for “Customer Relationship Management” and is a software system that helps business owners easily track all communications and nurture relationships with their leads and clients. A CRM replaces the multitude of spreadsheets, databases and apps that many businesses patch together to track client data. The result: organization, efficiency, better time management, and impressed clients. 

What a CRM does must be communicated effectively to the new users.



Understanding the problem

To redesign the landing page for CRM Software, all existing friction points were identified. The main goal of the  the redesign was to facilitate a smoother and more intuitive way for new users to sign in.

  1.  Need to include questions that filter out bogus users

  2.  An additional step to verify email ID

  3.  Waiting period to set up user profile

  4.  Option to allow users to stay signed in

  5.  Signup form with simpler steps

  6.  Use existing customer testimonials to build trust

  7. Effectively communicate the waiting period and verification process to the users

  8.  Include a FAQ section to answer questions

  9.  Add Pricing page details



Based on the research findings I created a list of pages and add-ons our website would feauture. Oja had a large assortment of pages that needed to be designed.I also had to map put the pages carefully, making sure the users would find it easy to navigate througout the site.

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I started with some low to medium fidelity wireframes.

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I have showed a side by side comparison of few of the  design changes that I made. 

Previous Homepage

Previous Homepage

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New Homepage

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  • Cleaned up th layout from the previous design.

  • Made the CRM software image the centre of focus. 

  • Made the Login button the primary CTA.

  • Included a How it works section.

  • Made the value propositions stand out a bit more.

  • Included a "Start free trial" option.

  • Included testimonials from  current customers to induce trust and a FAQ section.

Landing page.png

Previous CRM page

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New CRM Page

  • Used cards to improve visualization and layout.

  • Introduced an Edit/ View option to enable was of use for the users.

  • Used subtle  cool tones for visual appeal. 

  • Grouped similar items on the menu for was of navigation.

Previous grid system

Upgraded grid system



Here are some the screens of the final designs handoffs.

Landing page.png


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Currently I'm also working on a complete rebranding and working of the CRM software.

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Please find the fully functioning  prototype of the CRM experience of both web and mobile here.

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