Redesigning CRM & Helpdesk Platform

Simplifying Enterprise Workflows Across CRM, Helpdesk, And Communication Modules For A Customizable B2B SaaS Platform Used By Support Teams, Sales Teams, And Operations
Managers.

Content

  • Context & Product Complexity
  • Problem Landscape
  • Research & Insights
  • Design Strategy
  • Solution Architecture
  • Key Feature Redesigns
  • Validation & Iteration
  • Impact & Business Outcomes
  • Design System & Scalability
  • Reflection & Learnings

Context & Complexity

This Product is a highly customizable B2B SaaS platform combining CRM, Helpdesk, ITSM, and automation into a unified system. The platform supports several operational workflows including:

  • Customer relationship management
  • Ticket handling
  • Communication channels
  • Automation
  • Integrations
  • Reporting

Over time, the product expanded rapidly, adding multiple modules such as:

  • Organization management
  • Opportunity pipeline
  • Shared inbox
  • Ticketing
  • Automation
  • Form builder
  • 3rd Party App Integrations

However, this growth introduced complexity, inconsistent UI patterns, and fragmented workflows, making the system difficult to navigate and operate efficiently.

Problem Landscaping

  • Legacy UI & Inconsistent Components: Different modules used different interaction patterns, creating inconsistency across the platform.
  • Fragmented CRM Workflows: Key entities like Organizations, Contacts, and Opportunities lacked smooth relationships and workflows.
  • Inefficient Data Import: The file import workflow lacked validation and clear feedback.
  • Poor Helpdesk Automation: Ticket automation was limited and required manual intervention.
  • Difficult Form Creation: The form builder required technical knowledge.
  • Communication Workflow Complexity: Calling modules, inboxes, and messages lacked unified context.
  • Weak Product Communication: Website and pricing pages failed to clearly communicate product capabilities.

Research & Insights

  • Stakeholder Interviews Product Managers and Customer Success teams
  • User Workflow Analysis Observed CRM and Helpdesk users
  • Heuristic Evaluation Using Nielsen’s usability heuristics
  • Competitive Analysis (• HubSpot
• Salesforce
• Zoho CRM
• Freshdesk)

User Persona

The persona kept our design decisions user-centered. It made it easier to solve real problems and create a product people actually want to use.

Goals

  • Maintain CRM data quality and manage pipeline performance.
  • Manage high ticket volumes and ensure SLA compliance.
  • Configure automation and integrations.
A professional businessman in a suit having a phone call while holding a book.

Pain Points

  1. Import errors: Opportunity workflow friction
  2. Fragmented communication Slow ticket triage
  3. Complex form builder Technical setup requirements.

Insights

  1. Bulk data operations lacked validation feedback.
  2. Support agents spent too much time gathering customer context.
  3. Navigation structure did not match user mental models.
  4. Opportunity pipelines prioritized data density instead of actionability.
  5. Non-technical users struggled with integrations and automation setup

Design Strategy

  • Reduce cognitive load: By prioritise key actions.
  • Progressive disclosure: Hided complexity until necessary.
  • Contextual awareness: Brought CRM data into Helpdesk workflows.
  • Confidence at scale: Provided validation and feedback during bulk operations.
  • Consistency: Introduce reusable Ul patterns.

Solution Architecture

To address system complexity, I divided the redesign into three major areas.

1. Product Navigation Redesign: Restructured navigation to align with primary user workflows.

2. Core CRM Entity Redesign: Improved workflows for:

  • Organizations
  • Contacts
  • Opportunities

3. Helpdesk & Communication Experience: Unified communication channels:

  • Emails
  • Messages
  • Calls

Key Feature Redesign

  • Organisation Import
  • Opportunity Pipeline
  • Helpdesk Automation
  • Calling Module
  • Navigation Architecture
  • E-Com Integration
  • Website & Pricing

Organization Import

Problem

Users discovered errors only after import completion.

Objective

Gridlex App Suite is a powerful tool that helps businesses manage their customer relationships effectively. One of the key functionalities of App Suite is the ability to import data from external sources, which is essential for businesses looking to migrate existing data or perform bulk updates. In this UX case study, we’ll explore the design process behind enhancing the file import feature in Gridlex App Suite to make it more user-friendly and intuitive.
To begin, we conducted competitive analysis, user interviews and gathered feedback from existing Gridlex App Suite users like Sarah to understand pain points and areas for improvement.

Solution

  • Guided step-by-step import wizard
  • Drag-and-drop column mapping
  • Inline validation
  • Upload progress indicators

Opportunity Pipeline

Problem

Difficult to identify important deals quickly.

Solution

  • Inline stage updates
  • Activity timeline
  • Kanban pipeline view

Helpdesk Automation

Problem

Ticket workflows required manual intervention.

Objective

The primary objective of implementing the SLA feature was to empower users to define, monitor, and enforce service level agreements with their customers. This would enable them to improve customer satisfaction, streamline support processes, and ensure accountability within their teams.

Solution

 Designed SLA automation rules.

Helpdesk Calling

Problem

User were frustrated because of not having platform of Autodialer or any Calling system
to connect with their clients and also were not able to do voicemail marketing.

Solution

• Designed:

  1. Auto Dialer
  2. Call settings
  3. Call logs
  4. Voicemail management

• Focus:

  1. Simplified call workflows
  2. Clearer call history
  3. Improved configuration

Navigation Architecture

Problem

Users struggled to find features…

Solution

 Grouped features by workflow:

  1. CRM
  2. Communication
  3. Support
  4. Automation
  5. Report

E-Com Integration

Problem

All Users were not allowed to get connected to 3rd party application for their
requirements of article and updates.

Solution

Designed integration flow between CRM and eCommerce platforms for.

  1. Wix
  2. Shopify

Pricing & Product Website

Problem

Website and pricing plans were got out dated and old due to product development.

Solution

Improved product marketing experience:

  1. Clearer feature explanation
  2. Structured pricing comparison
  3. Improved conversion flow

Usability Testing Validation

Test Including

  1. Moderated usability testing
  2. Task-based testing
  3. Stakeholder walkthroughs

Test Task Included

  1. Import CRM data
  2. Create support ticket
  3. Update opportunity stage
  4. Create form template

Impact

Simplifying Workflows For A Complex B2B SaaS Platform.

  1. 30% reduction in workflow complexity
  2. 20% increase in feature adoption
  3. 35% faster onboarding for new clients
  4. 25% reduction in design-development rework

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