CRM/CMS Upbrand (UX/UI)
Description
As Product Design Lead, I redesigned and automated The A List Styling’s bespoke CRM/CMS, transforming a slow, fragmented system into a fast, intuitive and visually-driven platform.
Context
The existing CRM/CMS was outdated, clunky and completely manual. Loading times were slow, product and lookbook uploads were cumbersome and raising orders required navigating multiple segregated pages. There was no central dashboard, meaning relationship managers had to piece together information from various screens and no automation to speed up repetitive tasks. The redesign aimed to modernise the user interface, improve user experience and integrate powerful automation features to reduce time spent on manual data entry.
Process
I began with a full audit of the existing CRM/CMS, mapping workflows and identifying bottlenecks for both relationship managers and back-office teams. Through stakeholder workshops and shadowing staff, I gathered insights into daily frustrations and efficiency gaps.
The UX redesign process focused on:
Consolidating segregated features into a single visual dashboard.
Introducing automation for product uploads, content updates and report generation.
Creating visual reporting tools for sales, orders and income tracking.
Designing an notification system for real-time client and order updates.
I worked closely with the development team to align designs with the constraints of the legacy Microsoft-based framework, ensuring functionality upgrades without compromising system stability.
Challenges & Solutions
Legacy Microsoft Language Limitations
The outdated backend technology limited modernisation possibilities. To overcome this, I adapted the design system to work within these constraints, optimising loading speeds and integrating automation without breaking existing infrastructure.
Slow Processes & Manual Tasks
Previously, accounting, invoicing and uploads were entirely manual. Automation in the new design reduced invoicing time by 70%, ensured product uploads were handled in bulk and auto-generated reports in seconds.
Fragmented Data & Lack of Visibility
Information was spread across multiple screens. The new central dashboard provided a single source of truth, with live updates and visual insights into orders, payments and client activity.
Missed Updates & Poor Communication Flow
Without notifications, important client order changes could be overlooked. The live notification feed solved this, ensuring managers had instant visibility of all key actions.
Impact
70% faster invoicing process.
Automated product and content uploads, freeing staff for higher-value work.
Improved report accuracy and instant report generation.
Faster loading speeds, improving user satisfaction and operational flow.
A single visual hub that replaced the old segregated workflow, giving relationship managers total visibility in one place.
