The client was operating across six disconnected CRM systems, creating data silos, inconsistent user experiences, and limited visibility into broker activities. This fragmentation hindered reporting, collaboration, and business intelligence efforts across the organization.

• Unify six disjointed CRM systems into one cohesive platform

• Create consistent, intuitive interfaces for real estate brokers

• Enable comprehensive business visibility for management

• Establish design patterns for future development

Discovery & Research

I led a comprehensive discovery process:

• User Interviews: Conducted interviews with brokers and stakeholders to understand pain points and concerns over unifying systems under one overall design

• Systems Analysis: Evaluated the six existing CRM systems to identify integration requirements

• Asset Collection: Worked cross-functionally to gather existing design assets, data structures, and process documentation

• Workflow Mapping: Documented current broker workflows across multiple systems

Design Strategy

I implemented a systematic approach to the unified platform design:

• High-Fidelity Prototyping: Created detailed prototypes to validate design concepts

• Information Architecture: Developed unified navigation and data organization

• Interaction Patterns: Established consistent interaction models throughout the experience

• Visual Design: Applied the client's brand within the Salesforce Lightning design system ecosystem

Collaborative Workshops

I facilitated several collaborative workshops to ensure alignment:

• Consequence Scanning: Led workshops to identify potential unintended consequences of the unified system

• Co-Creation Sessions: Involved stakeholders in collaborative design activities

• Design Reviews: Conducted regular reviews to gather feedback and refine the approach

• Implementation Planning: Collaborated with technical teams to ensure feasibility

The project delivered significant results for the client:

• Unified Platform: Successfully consolidated six systems into one cohesive Sales CRM

• Business Visibility: Provided comprehensive access to broker activities and performance

• User Adoption: Created intuitive interfaces that streamlined broker workflows

• Consistent Experience: Established design patterns for ongoing development

• Systems Integration Challenges: Unifying disparate systems requires careful consideration of data structures and workflow differences

• User-Centered Consolidation: Keeping broker needs at the center of the consolidation strategy was essential for adoption

• Collaborative Design Process: Involving stakeholders throughout design through workshops and co-creation led to stronger outcomes

• Design System Application: Leveraging consistent design patterns accelerated development and ensured coherence across the platform