Improving a complex and powerful CRM to increase sales and demo conversions
AllClients CRM software is an all-in-one, integrated online contact management solution aimed for small businesses
Context
AllClients is a complex, highly configurable CRM sold directly to users and through white-label partners. While its versatility is a core strength, the platform faced two major challenges:
Fragmented UX: While its high configurability allows it to serve diverse industries, this flexibility resulted in a fragmented user experience.
Conversion Barriers: Prospects frequently cited the platform's dated interface as a primary sales objection, directly impacting new customer acquisition.
Goal
The primary objective was to modernize the 16-year-old platform to increase sales and demo conversions. Key initiatives included:
Visual Overhaul: Modernize the interface to eliminate the main sales objection and build immediate trust with prospects.
UX Restructure: Resolve over a decade of technical and UX debt by streamlining navigation, feature sets, and the overall software architecture.
Business Impact: Improve the win rate of sales demos through a more intuitive, competitive product experience.
“Instead of just coming up with great designs, they prompted us to go through the process of asking why is the user doing this, why are they seeing that, etc. and helped us think through some more things that we would never thought.”
Process
We kicked off the project by facilitating a Design Thinking workshop to define desired outcomes from the start. This session allowed us to align stakeholders on actual customer needs and map out an action plan that would deliver the most immediate value.
To achieve our core business goals, we agreed to prioritize the redesign of four critical touchpoints:
Global Navigation
Dashboard
Contact Card
Settings
Navigation
To improve feature discoverability, we completely restructured the navigation.
Through collaborative mind-mapping exercises with the client, we established a more logical information architecture.
The final design showcases the product’s capabilities by providing clear, immediate context for the software's diverse toolset.
Dashboard
We redesigned the dashboard to serve as a true command center, giving users a high-level overview of their most important data.
We introduced a clear visual hierarchy by surfacing three key statistical widgets at the very top, while organizing the remaining tools into a clean, accessible grid layout to dramatically improve readability.
Contact Card
As the most heavily utilized screen by sales representatives, the Contact Card required a major usability upgrade.
We reorganized the information architecture to support "on-the-fly" workflows, allowing reps to intuitively take notes, schedule appointments, manage tasks, and set up automations while actively on calls with prospects.
Settings
Over 16 years, the settings screen had organically become a "catch-all" for new features, burying valuable tools and severely impacting discoverability.
We transformed this area by grouping related features into logical categories and adding contextual descriptions, bringing powerful, previously hidden tools back to the forefront of the software.
Design Consistency
We achieved visual continuity by incorporating the brand’s core colours and typography from their marketing site into the revamped product interface. This ensured long-term consistency and a smooth developer handover. We also provided a comprehensive UI Style Guide with standardised components interactive states and clear design guidelines.
Outcomes & Impact
By modernizing the legacy interface and resolving years of UX debt, we transformed AllClients into a highly competitive, intuitive CRM.
The new design system not only established visual consistency across white-label instances but directly addressed the primary sales objections—empowering the sales team to confidently showcase the platform and drive higher demo conversions.