Lead Management System
Designed a lead intelligence system from 0 →1 for sales teams, handling 140+ daily leads across 5 channels, with integrated VFN call tracking, smart filtering, and bulk operations.
Year Industry Tools
2025 Web B2B Saas Figma, Photoshop
Lead Management System
Designed a lead intelligence system from 0 →1 for sales teams, handling 140+ daily leads across 5 channels, with integrated VFN call tracking, smart filtering, and bulk operations.
Year :
2026
Industry :
Web B2B Saas
Tools :
Figma,Figjam,Adobe Photoshop
Project Overview
This project was undertaken for Acer to design an Address Book module within their CRM system (CX9 LMS), used by sales teams to manage and interact with lead data. The goal was to create a structured and efficient interface for handling contact and address information across high-volume, multi-channel leads. The focus was on simplifying data entry, improving information hierarchy, and enabling faster lead management through intuitive workflows and flexible filtering.
Problem
In high-volume sales environments, inefficient data entry, poor information structuring, and limited filtering made it difficult for teams to quickly manage and act on lead data impacting speed and productivity.
How might we simplify data entry, improve information structure, and enable faster filtering to help teams act quickly on lead data?
Design Challenges & Problem
Context
As part of designing the Address Book module for Acer’s CRM system, we identified key challenges in how sales teams manage and interact with lead data:
Key Issues Identified
Complex Data Entry
Managing detailed contact and address information requires handling multiple fields, making the process time-consuming and error-prone.
Lack of Clear Information Structure
Contact details and address data were not logically grouped, making it difficult for users to scan and understand information quickly.
Inefficient Input Flows
Adding multiple phone numbers or email IDs involved repetitive actions, increasing friction during data entry.
Limited Filtering & Retrieval
Sales teams needed faster ways to locate leads, but filtering options were not flexible or intuitive enough.
Inconsistent Workflows Across Sections
Different modules followed varying patterns, increasing cognitive load and reducing overall efficiency.
Project Overview
This project was undertaken for Acer to design an Address Book module within their CRM system (CX9 LMS), used by sales teams to manage and interact with lead data. The goal was to create a structured and efficient interface for handling contact and address information across high-volume, multi-channel leads. The focus was on simplifying data entry, improving information hierarchy, and enabling faster lead management through intuitive workflows and flexible filtering.
Problem Statement
How might we simplify data entry, improve information structure, and enable faster filtering to help teams act quickly on lead data?
Design Challenges & Problem Context
As part of designing the Address Book module for Acer’s CRM system, we identified key challenges in how sales teams manage and interact with lead data:
Key Issues Identified
Complex Data Entry
Managing detailed contact and address information requires handling multiple fields, making the process time-consuming and error-prone.
Lack of Clear Information Structure
Contact details and address data were not logically grouped, making it difficult for users to scan and understand information quickly.
Inefficient Input Flows
Adding multiple phone numbers or email IDs involved repetitive actions, increasing friction during data entry.
Limited Filtering & Retrieval
Sales teams needed faster ways to locate leads, but filtering options were not flexible or intuitive enough.
Inconsistent Workflows Across Sections
Different modules followed varying patterns, increasing cognitive load and reducing overall efficiency.
Project Research & Discovery
CRM workflows are inherently repetitive and high-frequency, requiring interfaces that prioritize speed, clarity, and minimal cognitive effort. The goal was to understand how different user groups interact with lead data and identify opportunities to improve efficiency.
User Groups
Sales Teams – Manage and follow up on leads daily
Marketing Teams – Handle campaigns and lead generation Admin Users – Maintain and organize databases
UX Audit
2-Heuristic Evaulation
The platform was assessed against established usability principles across navigation, consistency, error prevention, and visual hierarchy. Key issues: unclear filter behaviour, non-functional elements, redundant steps, and an inconsistent payment flow.
Design Strategy
The redesign focused on simplifying workflows and reducing friction in high-frequency tasks, rather than introducing new features.
1. Simplify Data Entry
Reduced form complexity by introducing structured grouping and progressive disclosure.
2. Improve Information Hierarchy
Organised contact and address details into clear sections for better readability and scanning.
3. Reduce Repetition
Enabled efficient handling of multiple inputs (phone, email) with minimal user effort.
4. Enhance Efficiency
Introduced bulk actions and quick-access interactions to support high-volume workflows.
5. Ensure Consistency
Standardized layouts and interaction patterns across modules to reduce cognitive load.
Information Architecture
The Address Book module was structured to support efficient lead management by organizing key functionalities like listing, data entry, filtering, and bulk operations into clear modules. Information was grouped logically to improve clarity, reduce cognitive load, and enable faster data handling across high-volume workflows.
Wireframing & Iteration
Low-fidelity wireframes were created to explore different layouts and interaction patterns.
Final UI
The final designs focus on clarity, efficiency, and scalability: Simplified forms with clear sectioning
Improved readability with better spacing and alignment
Easy addition of multiple contact details
Flexible and intuitive filtering system
Consistent layout across all modules
Expected Impact
Faster data entry and reduced task completion time
Lower cognitive load during high-frequency workflows
Improved accuracy in data entry Increased efficiency for sales teams managing large volumes of leads
More consistent and predictable user experience
Key Learnings
1. Simplifying workflows has a greater impact than adding features
2. Simplifying workflows has a greater impact than adding features
3. Clear hierarchy is critical in data-heavy interfaces
Reducing repetition significantly improves efficiency
Consistency across modules enhances usability and trust
Reflection
This project reinforced the importance of designing for real-world usage patterns in productivity tools. Focusing on efficiency and clarity led to meaningful improvements in user experience. If extended further, the next steps would include usability testing and measuring improvements in task completion time and user satisfaction.
VIEW OTHER PROJECTS
Design Strategy
The redesign focused on simplifying workflows and reducing friction in high-frequency tasks, rather than introducing new features.
1. Simplify Data Entry
Reduced form complexity by introducing structured grouping and progressive disclosure.
Improve Information Hierarchy
Organised contact and address details into clear sections for better readability and scanning.
3. Reduce Repetition
Enabled efficient handling of multiple inputs (phone, email) with minimal user effort.
4. Enhance Efficiency
Introduced bulk actions and quick-access interactions to support high-volume workflows.
5. Ensure Consistency
Standardized layouts and interaction patterns across modules to reduce cognitive load.
Project Research & Discovery
CRM workflows are inherently repetitive and high-frequency, requiring interfaces that prioritize speed, clarity, and minimal cognitive effort. The goal was to understand how different user groups interact with lead data and identify opportunities to improve efficiency.
User Groups
Sales Teams – Manage and follow up on leads daily
Marketing Teams – Handle campaigns and lead generation Admin Users – Maintain and organize databases
Information Architecture
The Address Book module was structured to support efficient lead management by organizing key functionalities like listing, data entry, filtering, and bulk operations into clear modules. Information was grouped logically to improve clarity, reduce cognitive load, and enable faster data handling across high-volume workflows.
Wireframing & Iteration
Low-fidelity wireframes were created to explore different layouts and interaction patterns.
Final UI
The final designs focus on clarity, efficiency, and scalability:
Simplified forms with clear sectioning
Improved readability with better spacing and alignment
Easy addition of multiple contact details
Flexible and intuitive filtering system
Consistent layout across all modules
Expected Impact
Faster data entry and reduced task completion time Lower cognitive load during high-frequency workflows Improved accuracy in data entry Increased efficiency for sales teams managing large volumes of leads
More consistent and predictable user experience
Key Learnings
1. Simplifying workflows has a greater impact than adding features
2. Simplifying workflows has a greater impact than adding features
3. Clear hierarchy is critical in data-heavy interfaces
4. Reducing repetition significantly improves efficiency
Consistency across modules enhances usability and trust
Reflection
This project reinforced the importance of designing for real-world usage patterns in productivity tools. Focusing on efficiency and clarity led to meaningful improvements in user experience. If extended further, the next steps would include usability testing and measuring improvements in task completion time and user satisfaction.