Overview
While the B2C app empowers customers, the CRM was built to empower the people supporting them. As part of a two-person design team, I played a lead role in the end-to-end design of a custom-built internal platform tailored to the specific needs of our customer operations team, the people handling complex cases, compliance issues, and multi-party accounts day to day.
The CRM became the single source of truth for all account and debt management activity, built to handle scale, nuance, and collaboration while remaining intuitive for a diverse ops team.
The Problem
Before the CRM existed, our operations team was working across multiple disconnected tools. Account data was scattered, communication records were fragmented, and there was little visibility or consistency across processes.
We needed a unified platform that could handle the complexity of our debt ecosystem while meaningfully reducing cognitive load, errors, and inefficiencies.
The Goals
1. Centralise all account, debt, client, and communication history in one place
2. Enable staff to view, manage, and tag multiple debts and accounts with ease
3. Provide full timeline visibility across payments, communications, and updates
4. Build flexible tooling for handling queries, complaints, and refund requests
5. Implement role-based permissions for different team members
6. Allow debts to be paused and categorised for better triage
My Role
Working as part of a two-person design team, I took a lead role across this project from facilitating discovery workshops with operations staff through to delivery and ongoing iteration.
That included mapping real-world workflows into product architecture, creating wireframes and prototypes, running usability testing with live ops staff, and leading UI design with a focus on clarity, speed, and scalability.
Design Process
We started by mapping what an agent actually does from start to finish in a typical case, uncovering friction points that could be resolved through better structure and interface design. From there we developed the information architecture, designed and tested iteratively every sprint using live test accounts, and refined everything from navigation to tagging based on real feedback.
Final Designs
