Urban Roots Realty
Project Overview
[ Client Request ]
The client requested a centralised internal CRM system where the sales team could track leads, manage client information, monitor deal progress, and visualise the sales pipeline similar to platforms like HubSpot.
[ Background ]
Sales agents relied on spreadsheets and manual updates to track leads, making it difficult to maintain accurate records, monitor deal progress, and collaborate effectively across the sales team.
[ Tools ]
The Problem
Sales agents relied on spreadsheets and manual updates to track leads, making it difficult to maintain accurate records, monitor deal progress, and collaborate effectively across the sales team.
[ Primary focus ]
The company lacked a centralised system to track leads, monitor property sales stages, and manage client communication efficiently, causing delays, missed follow-ups, and poor visibility of team performance.
Fragmented Lead Tracking
Sales agents used spreadsheets and messaging platforms to track leads, resulting in scattered information and difficulty maintaining a clear overview of potential buyers.
Lack of Sales Pipeline Visibility
Managers could not easily track the progress of deals across stages, making it difficult to forecast revenue or identify stalled opportunities.
Manual Data Updates
Updating spreadsheets required repetitive manual work, increasing the risk of errors, duplicated entries, and outdated client information.
Limited Performance Insights
The business lacked a simple way to analyse sales activity, conversion rates, or agent performance due to inconsistent record-keeping.
Design Goal
Design a centralised CRM platform that allows the sales team to track leads, manage client relationships, and monitor deal progress through a structured and intuitive interface.
Simplified Lead Management
Allow agents to quickly add, update, and view lead information within a single system, reducing dependency on spreadsheets and messaging platforms.
Clear Sales Pipeline Workflow
Provide a visual pipeline where agents can move deals across stages, making progress easier to understand and manage.
Centralised Client Information
Store all client data, contact history, and property interests in one location so agents can quickly access relevant information during interactions.
Improved Team Coordination
Provide shared visibility across the sales team so managers and agents can monitor activity and collaborate more effectively.
[ UX Goals ]
User Research
Create a streamlined workflow that helps sales agents quickly record client interactions, update deal stages, and view sales progress without relying on multiple disconnected tools.
User 1
I manage many property leads at the same time and I need a simple way to track who I contacted, which property they liked, and what the next step is.
User 2
I want to see the entire sales pipeline clearly so I know which deals are progressing and which ones are stuck or require attention.
User Interface
Dashboard-Centred Interface
Provide a central dashboard displaying sales metrics, lead stages, and recent activity so agents can quickly understand performance and priorities.
Visual Sales Pipeline
Use card-based pipeline layouts similar to modern CRM tools, allowing deals to be moved between stages through simple drag-and-drop interactions.
Structured Data Presentation
Present client details, property interests, and communication history in organised panels to make information easy to read and update.
Minimal and Professional Design
Apply neutral colours, clear typography, and minimal visual distractions to support extended daily usage by internal sales teams.
[ UI Design ]
Brand Identity
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