Consolidating four disjointed platforms into a unified, elegant CRM solution for automotive dealerships and advertising agencies.
Project summary
CloudOne was offering four separate, disjointed data management platforms to car dealerships and advertising agencies. Customers were frustrated having to switch between them just to manage leads and customer data. I designed the new CloudOne CRM, a unified platform that consolidated all four tools into one clean, modern product, making it easier for dealership teams and ad agencies to track customers, manage campaigns, and drive more sales from a single place.
Project E2E workflow
Problem Definition
Identified how four separate, disjointed platforms were frustrating car dealership and ad agency users trying to manage customer and campaign data.
Discovery & Research
Gathered user feedback and analyzed pain points across the four existing platforms to understand what needed to be unified and how.
Design Process
Defined the information architecture and UX principles for the unified CRM, mapping workflows across lead management, campaigns, and reporting.
Design System
Built a component library and visual language to ensure consistency and scalability across the entire unified platform.
Key Features Design
Designed core CRM features: lead and contact management, campaign tracking, customer profiles, and dealership activity dashboards.
Final Designs
Produced hi-fidelity screens across all platform sections, covering the full range of dealership and agency user workflows.
Before & After
Documented the transformation from the old fragmented four-platform experience to the new unified CRM, demonstrating the impact of the consolidation.
Additional Features & Reflection
Extended the design to cover additional use cases and documented key learnings from the platform consolidation process.
CloudOne works with car dealerships and advertising agencies to automate and perfect their customer acquisition strategies. The company offers a targeted package of print and online advertising, a robust call-center, and a sophisticated CRM platform dealerships and agencies utilize to zero in on customers and mobilize them into the showrooms.
CloudOne was offering four separate, complex, and disjointed data management web platforms to its customers. Our users needed a simpler and more efficient unified platform to organize the data for its frustrated users.
As the Sr. product designer for CloudOne, I needed to consolidate the four platforms and redesign a single, unified, and elegant platform to simplify our users’ data management process.
I led my cross-functional team in the design process of a unified CRM platform.
We released an improved, unified, simplified, and polished CRM platform, making our users’ workflow easier and delightful.
The first step was to identify the core issues with the existing platforms. Users were forced to switch between four different interfaces, each with its own design language, navigation patterns, and data structures. This created confusion, inefficiency, and frustration.
I conducted interviews and gathered feedback from key customers including major dealerships and advertising agencies.
Through these conversations, I identified the key pain points and user needs that would drive the design direction.
I mapped out user flows for key tasks like sharing content, viewing campaign data, and managing leads. This helped us understand how to consolidate functionality from four platforms into intuitive workflows.
Working collaboratively with the team, I organized the information architecture using card sorting and affinity mapping to ensure the new structure made sense to our users.
Part of this project also involved creating a new design system that would provide consistency across the entire platform and enable faster development.
I developed a flexible grid system that could accommodate different widget sizes and layouts, ensuring consistency while allowing for customization based on user needs.
A single, customizable dashboard that provides users with at-a-glance insights into their key metrics, replacing multiple disconnected views.
Interactive charts and graphs that make complex campaign data easy to understand and act upon.
Streamlined tools for creating, monitoring, and optimizing marketing campaigns across multiple channels.
The redesigned dashboard provides users with customizable widgets showing dealer count, population coverage, lead performance, and month-to-date trends—all in one unified view.
DASHBOARD PROTOTYPE
Campaign pages give users comprehensive views of performance metrics, including mail pieces, leads, contacts, appointments, and response rates.
The lead management system provides detailed lead information, activity history, and contact management in a clean, organized interface.
The platform was designed to work seamlessly across desktop, tablet, and mobile devices, ensuring users could access their data anywhere.
Built-in white-labeling capabilities allowed agencies to customize the platform with their own branding, creating a seamless experience for their dealer clients.
This project reinforced the importance of deeply understanding user needs before jumping into solutions. By spending time with customers and mapping their workflows, we were able to create a platform that truly solved their problems rather than just making the old system look prettier.
Leading a cross-functional team through such a significant redesign also taught me valuable lessons about stakeholder management, balancing technical constraints with user needs, and the importance of creating a shared vision that everyone could rally behind.