Enterprise SAAS · UX Case Study

CRM SAAS Dashboard

A robust solution designed to streamline the life of BDEs by smoothening the customer interaction as well as lead tracking.

Industry

Enterprise SAAS

Company

Home Mechanic

Role

Solo UX Designer

Overview

Home Mechanic CRM is a solution designed to streamline customer interaction and lead tracking for business development executives.

Business Need

“The company sales depends on how efficiency of our Business Development Executives who still work on Excel sheets to track daily leads. We need a seamless Customer Relationship Management SaaS to scale the business faster.”

Rishab Maheshwari

Product Manager, Home Mechanic

User Insights

What users say

Users struggled with remembering follow-ups and manually navigating multiple sheets, leading to delayed actions.

What users feel

Even though making an online CRM for the business development executives seemed like a great idea but the roadblock that I faced in this decision that I faced is the reluctance in the user tone.

These user had been using Excel for years and accustomed with it. And even though they did not say it out loud, the introduction of a completely new system seemed intimidating to them

Design Direction

The system was redesigned to mimic Excel-like behavior while improving clarity and usability.

Solution

A dynamic CRM dashboard with editable tables and real-time updates was introduced to streamline workflows.

From Excel Chaos to Structured CRM

The existing workflow relied heavily on Excel, leading to inefficiencies in tracking, updating and managing leads.

Before

Leads were tracked manually across multiple sheets, making it difficult to maintain visibility and follow-ups.

After

A centralized CRM dashboard introduced structured tracking, real-time updates, and improved decision-making.

1. Mimicking Familiar Mental Models

Users had built years of muscle memory around Excel workflows. Replacing this entirely would increase resistance and slow adoption.

Information architecture -Before

The previous design had a complex 3 column grid information architecture with multiple nested menus and unclear navigation paths, making it difficult for users to find the features they needed.

Information architecture -After

Instead of forcing a new system, the interface was designed to feel familiar, reducing friction in adoption.

2. From Static to Dynamic Tables

The initial design treated the table as static, but user behavior revealed a need for inline editing.

Insight

A new Use Case!

While designing the static table, a use case came into light as when the landing page of Home Mechanic was designed, a “Name” input field is not included. Only the contact number of the user hence when the entry becomes visible on this table, it was generally “Not applicable”.

Users needed the flexibility to update lead data instantly without navigating through multiple steps.

Introducing inline editable fields transformed the experience into a more efficient and familiar workflow.

During research, we discovered that Business Development Executives were calling customers directly without prior context.

This disrupted the customer experience and made interactions feel abrupt and unprofessional, ultimately affecting brand perception.

To improve the customer experience, we introduced a proactive messaging layer within the CRM.

This enabled BDEs to send a contextual message before calling, creating a more structured and expected interaction flow.

This approach was validated and approved by senior stakeholders, leading to key enhancements in the CRM workflow.

The “Send Message” CTA empowered BDEs to instantly engage with customers, reducing friction and creating a more professional interaction flow.

Capture lead quickly

The flow begins with a lightweight form to ensure minimal friction while capturing essential information.

Structured input

Fields are grouped logically to reduce cognitive load and improve speed.

Instead of overwhelming users with all inputs, the form reveals only necessary fields first, allowing progressive data entry.

Confirmation & feedback

Immediate confirmation ensures users know the lead has been captured successfully.

Flow in action

View details

Users can instantly access full context of the lead, enabling faster follow-ups.

Designing for real-world input complexity

While adding a lead seems simple, selecting the correct car brand and model introduces complexity. This interaction was designed to reduce cognitive load without breaking the flow.

Users begin by selecting a car brand within the “Add Lead” flow, without navigating away. This ensures continuity and prevents disruption in data entry.

Once a brand is selected, an accordion pattern dynamically reveals the associated models. This avoids overwhelming users with a long, unstructured list and allows them to focus only on relevant options.

Once the model is selected, the interface collapses back to a clean state, confirming the selection while keeping the user focused on the next steps in the lead capture process.

Compared to Excel-based workflows, where users must remember or manually search for brand-model mappings, this interaction shifts the cognitive burden from the user to the system. By guiding selection contextually, it reduces errors and speeds up data entry.

In Excel

Users recall or search manually

In CRM

System guides selection contextually

CRM SAAS Dashboard

Project Overview

Overview

Business Need