CRM Navigation Redesign


  • A Real Estate CRM. Connect consumers and professionals throughout the transaction journey.

  • Agents & Brokers. Help them stay in sync with their customers and grow their business.

  • Managers, Admins & Specialists. They use Zap reporting system to oversee leads and agent performance.


To make home buying and selling a simple and delightful experience. 


  • Improve product usability and increase NPS

  • Increase efficiency in managing Contacts.

  • Increase user engagement and retention.


  • Low NPS

  • Difficult to navigate

  • Not user friendly

User Needs

  • Efficiency. Minimize the effort required to navigate from one place to another

  • Clarity. Visibility on dashboard, contacts status, lead performance

  • Consistency. Consistent UI and workflow to navigate through the product

What I Did

• Competitors website study
• Sketches
• Created prototypes
• Conducted user testing
• Analyzed user feedback, defined personas
• Iterated on designs
• Shipped new designs
• Measure redesign success

Competitive Studies

From the competitive studies I did on 7 CRM systems, I validated my idea of putting the global search in the top navigation is a common CRM design pattern. Click to view comparison image



Invision link: HTTPS://INVIS.IO/S36NZZCEB


I conducted user testing using the prototype I created with a team of 3 at a company conference. Having the opportunities to sit down with our real users really helped us to learn more about their behavior and needs on navigation system. Based on the user feedback we analyzed, I created the following personas:

Before and After

1. Global Search

2. My Account

3. Notification

4. Global Add


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CRM Contacts Page Redesign

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