Admin-Driven CRM Platform
 

CRM Hub

Overview

CRMHUB is a role-based CRM web application designed for sales teams and administrators to manage leads, pipelines, and system controls efficiently 📊. By streamlining sales workflows and centralizing admin configuration ⚙️, CRMHUB enables teams to reduce manual CRM tasks by up to 40% ⏱️, improve pipeline visibility by 50% 👀, and accelerate sales and admin operations by 30% 🚀 through faster navigation, clearer dashboards, and role-specific experiences.

ROLE & DURATION

UX/UI Designer | Hotjar, Google Docs for User Research, Figma, Miro, Jira 

User Research (including User Interviews), Web Analytics, Data Visualization  Competitor Analysis, A/B Testing, Prototyping & testing.

APRIL 2025 - JUNE 2025

Where Existing CRMs Fall Short🌀

Where Users Struggle 🚧
Most CRM tools struggle to serve both sales users and administrators effectively. Sales teams need speed and clarity, while admins need control, accuracy, and scalability.

Key Challenges
Sales users feel overwhelmed by complex CRM interfaces
Admin tools are cluttered and difficult to configure
Limited visibility into performance across teams
Poor role separation leads to errors and inefficiency

Design challenge:
How might we design a CRM that is easy for sales teams to use daily, while giving admins powerful system-level control without increasing cognitive load?

Users & Roles

Goals & Success Metrics 🎯

⚙️ Control
Enable safe and efficient admin configuration

🔐 Accuracy
Minimize errors through role-based access

Heuristic Evaluation 📝

Sales User Needs
Quick access to leads and deals
Clear pipeline visibility
Minimal clicks for common actions

Admin Needs
Centralized system overview
Easy user and permission management
Clear audit and activity visibility
Key Insight
A shared design language with role-specific experiences is critical for adoption and efficiency.

Information Architecture

The platform is structured to support both roles while keeping responsibilities distinct.

Core Modules
Role-based access ensures users only see what’s relevant to them.

Dashboard Experience

Sales Dashboard

• Active leads and deals
• Pipeline stages and deal value
• Tasks and follow-ups

Designed for speed and daily decision-making.

Admin Dashboard

• System-wide KPIs
• User activity and performance
• Data health and pipeline performance

Designed as a control center.

Users & Roles

Primary Users

• Track leads and deals
• Update customer information
• Monitor pipeline progress
   

CRM Administrators

• Manage users and permissions
• Configure pipelines and workflows
• Monitor system performance and data integrity

Permission Management

Admins can

• Add, edit, or deactivate users
  
• Assign roles and access levels
• Monitor user activity
  

Task Management

Admins can

• Create and assign tasks directly from leads and deals 
  
• Track task status, due dates, and priorities 
  
• Ensure timely follow-ups with reminders and notifications 

Meetings, Calls & Appointments 

• Sales Representatives 
  
• Schedule meetings, calls, and demos directly from leads and deals 
• Manage appointments with clear dates and reminders 
  
• Track follow-ups and outcomes to maintain momentum 

Mobile Responsiveness

• Optimized layouts for phones and tablets for on-the-go access
• Quick actions for tasks, calls, and updates with minimal taps 
  
• Consistent experience across devices without losing key functionality