Designing the marketing site and product for a CRM that simplifies sales, marketing, and support into one tool for growing businesses.
Startup founders, sales managers, and marketing directors at SMBs (5-50 employees)
A CRM platform with pipeline management, team collaboration, and growth analytics
When businesses outgrow spreadsheets but cannot justify Salesforce pricing
Web application + marketing site, used daily by sales teams on desktop
70% of SMBs still manage customer relationships in spreadsheets. Average CRM costs $125/month
3-step onboarding, transparent pricing with a free tier, product preview in the hero, progressive feature disclosure
"I need a CRM that works in 5 minutes, not 5 months."
"My team of 5 needs shared pipeline with clear ownership."
"I want to see how leads convert through sales."
Every design choice traced back to a user insight. This made stakeholder alignment straightforward and reduced revision cycles significantly.
Using a shared design system across projects meant new screens could be assembled from existing components, cutting design time without sacrificing quality.