Stride - rethinking a deal focused CRM

OVERVIEW
I redesigned an outdated and simplistic product into a more complex and powerful CRM. 

PROJECT BRIEF
Stride CRM had a lot of new users but was dealing with a huge churn rate. The main task was to make the User Experience friendlier and expand the feature set to appeal to a larger market and extended use cases. 

STRATEGY & METHODS
The core reason behind churning was obvious: the product lacked the core features for a CRM solution. It also had an outdated graphic interface, and overall poor user experience.

After the initial research and brainstorming, I created the product architecture, wrote the specs, and designed the information architecture. Moving into the UX phase, I delivered a prototype with over 70 pages. During this process, I worked closely with the Stride CRM team to validate the critical decisions.

The main challenge was to integrate extensive features and multiple user flows with the ease of use. The attractive, color-differentiated UI design was the main ingredient in balancing all goals and creating a coherent product.

ROLE
Product Designer