Project — Product Design
CoreFlow CRM
A straightforward CRM layout rebuilt around what sales teams want most: speed and clarity.
- Client
- CoreFlow
- Industry
- SaaS
- Timeline
- 4 weeks
Overview
A CRM salespeople open voluntarily
CoreFlow’s product worked, but adoption lagged: reps kept deals in spreadsheets because the interface buried the next action three menus deep.
We redesigned the core workflows — pipeline, contact timeline, and follow-up queues — around a single question: what should I do next? Every screen answers it in under five seconds.
Challenge
Powerful, but punishing
Years of feature requests had produced dense screens, inconsistent patterns, and onboarding that took weeks. Churn interviews kept naming the interface — never the engine.
The redesign had to preserve every power feature while making the product feel new, and ship without retraining the entire customer base at once.
Approach
Research with reps, systems for scale
01
Ride-along research
We sat in on sales calls and pipeline reviews to see real workflows.
02
Component system
One pattern library so every future screen inherits the new clarity.
03
Phased rollout
New UI shipped screen by screen with in-app guidance, not a big bang.
Outcome
What changed for CoreFlow
Adoption and support trends in the two quarters after rollout.
Onboarding in days, not weeks
New reps reach full pipeline confidence far faster with guided queues.
Quieter support inbox
“How do I…?” tickets dropped as the interface started explaining itself.
A system that compounds
New features now ship in the established patterns instead of one-off screens.
“Our reps stopped fighting the tool and started selling with it. Training time fell off a cliff.”
Related work
Have a product your users merely tolerate?
Start a Project