The essentials of

The essentials of

The essentials of

AI Filters Update (Movers)

Duration: 12+ Months

Improving KPI tracking, task management, and navigation for users across the Workd CRM platform

20%

Task completion time

20%

Task completion time

20%

Task completion time

80%

Requested immediate release

80%

Requested immediate release

80%

Requested immediate release

15+

Client demos generated

15+

Client demos generated

15+

Client demos generated

Case study: essentials

AI Filters Update (Movers)

I want to see

the essentials

the essentials

of the case study.

Setting an expectation

This project is less about stylistic UI and more about demonstrating my ability to solve complex UX problems at scale.

Role on Project

Lead UI/UX Designer

Lead UX Researcher

Tools Used

Adobe XD

Figma

Miro

Jira

Microsoft Teams

ChatGPT

Jira

Team Members

Product Manager: Rafi Almhana

UI/UX Team Lead: Austin Holland

UI/UX Designer: Jesse Bruner

Business Analyst: Ryan Carroll

Project Summary

Who were the users?

The primary users were sales representatives and sales managers, primarily in the pharma sector, where quick and accurate access to data was essential for daily tasks.

What are Movers?

The Movers are an AI-powered filter system that helps users quickly sort, move, and manage large sets of data.

Why did they need an update?

The old experience was cluttered, inconsistent, and slowed workflows for both customers and internal users.

How did we solve the problem?

We simplified navigation, clarified filter logic, and rebuilt the interface to make it faster, more intuitive, and scalable.

  1. Discovery

Challenge statement

The old Movers feature wasn’t being utilized because it didn’t solve real user problems or fit into workflows.

Background

Movers were designed to guide users into the right tasks at the right time, but they lacked clarity and failed to support daily needs.

More details

While the concept was strong, the initial implementation fell short. Instead of becoming a critical feature, Movers caused confusion. They were mainly targeted at Sales Reps and Sales Managers in pharmaceutical distribution, but were also adopted by other clients like GRV, who used a customized CRM for RV sales and maintenance. Beyond user utility, Movers were also intended to serve as a differentiator — a way for our CRM to stand apart from established competitors like Salesforce and Hubspot.

More details

While the concept was strong, the initial implementation fell short. Instead of becoming a critical feature, Movers caused confusion. They were mainly targeted at Sales Reps and Sales Managers in pharmaceutical distribution, but were also adopted by other clients like GRV, who used a customized CRM for RV sales and maintenance. Beyond user utility, Movers were also intended to serve as a differentiator — a way for our CRM to stand apart from established competitors like Salesforce and Hubspot.

Goals & Objectives

  • Improve user engagement with the Movers.

  • Enhance task prioritization and clarity.

  • Reduce task completion time and improve efficiency.

Constraints

  • Reliance on existing design system and components.

  • Limited client availability for testing and feedback.

  • Limitations from legacy system dependencies.

  • Conflicts from overlapping initiatives competing for resources.

  1. Research

We started with user interviews, focusing on daily workflows rather than just Movers, which revealed friction in prioritization, navigation, and efficiency.

A competitive analysis of platforms like HubSpot, Salesforce, and Monday.com highlighted best practices in task prioritization and navigation, showing how Movers could feel both familiar and unique.

User journey mapping with PM and BA uncovered delays and inefficiencies in navigation where users lost time. From these efforts, clear pain points emerged: difficulty prioritizing tasks, poor KPI visibility, confusing navigation, and even lack of awareness that Movers existed.

Finally, through stakeholder alignment, we discovered even the internal team lacked a shared understanding of Movers — leading to a key outcome: redefining Movers as a task completion tool first, with KPI tracking as secondary.

  1. Ideation and Exploration

Early ideas tested tooltips, highlights, and icons to show why records appeared in a Mover, but these created clutter — leading to the decision that dedicated table columns were needed for transparency.

Through brainstorming sessions with the design team, Movers were redefined as task-focused filters with clear rules for when records should appear, and concepts like relocating Movers above tables as tab-like controls were pitched.

Using information architecture in Miro, we mapped current vs. ideal workflows, uncovering navigation inefficiencies and highlighting opportunities to streamline tasks.

Finally, user flows demonstrated how Movers could eliminate unnecessary steps and argued for major design changes, making the value proposition clear.

  1. Design & Prototyping

We began with initial designs, testing tooltips, highlights, and icons to explain why records appeared in Movers, but these approaches created clutter — leading to the decision that dedicated table columns were necessary for transparency.


From there, high-fidelity mockups redefined Movers as tab-like filters above tables, introduced a dual-column approach (“why it’s here” + “what action to take”), and differentiated static vs. dynamic columns.


Finally, prototypes built in Adobe XD simulated the redesigned Movers on the Clients page, where user testing showed strong adoption and minimal need for changes.

Ideation and Exploration

  1. Testing & Iteration

We created task-based usability tests with prototypes and ran them with Sales Reps and Managers, observing faster task completion, improved clarity, and stronger confidence.

Testing confirmed that transparency was the key factor for adoption, that users needed explicit task guidance rather than just explanations, and that the dual-column design validated the new definition of Movers.

Earlier iterations with tooltips and highlights exposed clutter and hidden key info, reinforcing the need for the dedicated column approach that ultimately drove adoption.

  1. Final Solution

UI Showcase

Problem Resolution

Problem:

Users didn’t know why records were included in Movers.

Problem:

Users didn’t know why records were included in Movers.

Solution:

Added dedicated “why it’s here” columns to every Mover view for complete transparency.

Solution:

Added dedicated “why it’s here” columns to every Mover view for complete transparency.

More details

Without any explanation of why records were in Movers, users became confused and often assumed the feature was broken. In some cases, the table looked almost identical with or without a Mover selected, which increased mistrust. Transparency was critical for adoption. How I Came Up With the Solution: I first explored lighter-weight ideas such as tooltips and hint icons in the table rows. However, these approaches hid important information behind interactions, cluttered the UI, and failed on mobile. After iterating and testing, I concluded that creating dedicated columns was the most direct, scalable, and transparent way to show users why a record was included.

More details

Without any explanation of why records were in Movers, users became confused and often assumed the feature was broken. In some cases, the table looked almost identical with or without a Mover selected, which increased mistrust. Transparency was critical for adoption. How I Came Up With the Solution: I first explored lighter-weight ideas such as tooltips and hint icons in the table rows. However, these approaches hid important information behind interactions, cluttered the UI, and failed on mobile. After iterating and testing, I concluded that creating dedicated columns was the most direct, scalable, and transparent way to show users why a record was included.

Problem:

Users had no clear path forward once records appeared.

Problem:

Users had no clear path forward once records appeared.

Solution:

Added actionable columns to show exactly what task needed to be completed to remove the record from Movers.

Solution:

Added actionable columns to show exactly what task needed to be completed to remove the record from Movers.

More details

Even if users understood why a record was included, they didn’t know what to do with it. This lack of guidance left them stuck. By explicitly telling users what action to take, Movers became more than a sorting tool — it became a task completion system. How I Came Up With the Solution: During ideation, I realized that transparency alone wasn’t enough. Users needed to understand not only why records appeared, but also what to do next. Inspired by task management tools, I proposed a companion actionable column. Testing showed that this pairing created clarity and confidence, which validated the approach.

More details

Even if users understood why a record was included, they didn’t know what to do with it. This lack of guidance left them stuck. By explicitly telling users what action to take, Movers became more than a sorting tool — it became a task completion system. How I Came Up With the Solution: During ideation, I realized that transparency alone wasn’t enough. Users needed to understand not only why records appeared, but also what to do next. Inspired by task management tools, I proposed a companion actionable column. Testing showed that this pairing created clarity and confidence, which validated the approach.

Problem:

Placing Movers inside tables blurred their role, making them feel like basic filters instead of a higher-level task navigation tool.

Problem:

Placing Movers inside tables blurred their role, making them feel like basic filters instead of a higher-level task navigation tool.

Solution:

Relocated Movers above tables to improve hierarchy and styled them as familiar tab-like controls for easier adoption.

Solution:

Relocated Movers above tables to improve hierarchy and styled them as familiar tab-like controls for easier adoption.

More details

When Movers were embedded directly in tables, users thought they were just filters or presets. This blurred their purpose and created confusion about what they actually did. Moving Movers above the table visually elevated their role, clarifying that they were a higher-level navigation tool, not just another filter. How I Came Up With the Solution: While reviewing other CRMs during competitive analysis, I noticed that higher-level task groupings were consistently presented above the table as tabs or smart filters. I adapted this familiar pattern so users would feel comfortable, while still keeping the unique task-based functionality of Movers.

More details

When Movers were embedded directly in tables, users thought they were just filters or presets. This blurred their purpose and created confusion about what they actually did. Moving Movers above the table visually elevated their role, clarifying that they were a higher-level navigation tool, not just another filter. How I Came Up With the Solution: While reviewing other CRMs during competitive analysis, I noticed that higher-level task groupings were consistently presented above the table as tabs or smart filters. I adapted this familiar pattern so users would feel comfortable, while still keeping the unique task-based functionality of Movers.

Problem:

Movers lacked consistency in visibility rules, leaving users unsure which Movers should always be present and which only appeared in special conditions.

Problem:

Movers lacked consistency in visibility rules, leaving users unsure which Movers should always be present and which only appeared in special conditions.

Solution:

Defined rules for static Movers (always visible, even if empty, to confirm cleared tasks) and dynamic Movers (only appear when records meet their conditions, like “At Risk” or “Warning”).

Solution:

Defined rules for static Movers (always visible, even if empty, to confirm cleared tasks) and dynamic Movers (only appear when records meet their conditions, like “At Risk” or “Warning”).

More details

Different internal stakeholders believed Movers should serve different purposes — some saw them primarily as KPI trackers, while others saw them as navigation aids. This lack of alignment made the design direction inconsistent. Aligning everyone around the definition of Movers as primarily a task completion tool created focus and clarity. How I Came Up With the Solution: After conducting research and stakeholder interviews, I realized even our internal team didn’t share the same definition of Movers. I organized a meeting with leadership and design stakeholders to push for alignment. By framing the issue as a binary choice — task completion first, or KPI tracking first — I was able to guide the team toward consensus around task completion.

More details

Different internal stakeholders believed Movers should serve different purposes — some saw them primarily as KPI trackers, while others saw them as navigation aids. This lack of alignment made the design direction inconsistent. Aligning everyone around the definition of Movers as primarily a task completion tool created focus and clarity. How I Came Up With the Solution: After conducting research and stakeholder interviews, I realized even our internal team didn’t share the same definition of Movers. I organized a meeting with leadership and design stakeholders to push for alignment. By framing the issue as a binary choice — task completion first, or KPI tracking first — I was able to guide the team toward consensus around task completion.

Problem:

Records lost all Mover context once users drilled into detail views.

Problem:

Records lost all Mover context once users drilled into detail views.

Solution:

Introduced priority-organized Mover tags on record detail pages to maintain visibility across the workflow.

Solution:

Introduced priority-organized Mover tags on record detail pages to maintain visibility across the workflow.

More details

More Details: Users could enter a record detail page directly from a Mover but then lose all context — they couldn’t tell which tasks (Movers) the record still belonged to. Adding tags at the top of the detail view ensured continuity, so users always knew the task status of the record they were working on. How I Came Up With the Solution: While testing prototypes, I realized that context broke once users navigated into records. I explored ways to carry Mover context deeper into the workflow and landed on a tagging system displayed at the top of the record. Organizing tags by priority helped users focus on the most important tasks first.

More details

More Details: Users could enter a record detail page directly from a Mover but then lose all context — they couldn’t tell which tasks (Movers) the record still belonged to. Adding tags at the top of the detail view ensured continuity, so users always knew the task status of the record they were working on. How I Came Up With the Solution: While testing prototypes, I realized that context broke once users navigated into records. I explored ways to carry Mover context deeper into the workflow and landed on a tagging system displayed at the top of the record. Organizing tags by priority helped users focus on the most important tasks first.

Problem:

Boolean-style Movers (like “New”) didn’t fit the new definition but were still needed.

Problem:

Boolean-style Movers (like “New”) didn’t fit the new definition but were still needed.

Solution:

Converted these into stackable smart boolean filters, available within tables but separate from Movers.

Solution:

Converted these into stackable smart boolean filters, available within tables but separate from Movers.

More details

Some original Movers acted more like simple filters, showing binary states like “New” or “Previously Purchased.” These didn’t fit the updated definition of Movers as task-based tools, but they were still useful. By converting them into smart boolean filters, we preserved their utility without diluting the new task-focused identity of Movers. How I Came Up With the Solution: While auditing existing Movers, I noticed several didn’t align with the new task-focused definition. Instead of discarding them, I reframed them as filters and introduced the concept of stackable boolean filters. This kept them functional, added flexibility, and maintained the integrity of Movers as a task tool.

More details

Some original Movers acted more like simple filters, showing binary states like “New” or “Previously Purchased.” These didn’t fit the updated definition of Movers as task-based tools, but they were still useful. By converting them into smart boolean filters, we preserved their utility without diluting the new task-focused identity of Movers. How I Came Up With the Solution: While auditing existing Movers, I noticed several didn’t align with the new task-focused definition. Instead of discarding them, I reframed them as filters and introduced the concept of stackable boolean filters. This kept them functional, added flexibility, and maintained the integrity of Movers as a task tool.

Problem:

Movers were inconsistently defined internally, leading to unclear design direction.

Problem:

Movers were inconsistently defined internally, leading to unclear design direction.

Solution:

Aligned stakeholders on a single definition: Movers are a task completion tool first, with KPI tracking as secondary.

Solution:

Aligned stakeholders on a single definition: Movers are a task completion tool first, with KPI tracking as secondary.

More details

Different internal stakeholders believed Movers should serve different purposes — some saw them primarily as KPI trackers, while others saw them as navigation aids. This lack of alignment made the design direction inconsistent. Aligning everyone around the definition of Movers as primarily a task completion tool created focus and clarity. How I Came Up With the Solution: After conducting research and stakeholder interviews, I realized even our internal team didn’t share the same definition of Movers. I organized a meeting with leadership and design stakeholders to push for alignment. By framing the issue as a binary choice — task completion first, or KPI tracking first — I was able to guide the team toward consensus around task completion.

More details

Different internal stakeholders believed Movers should serve different purposes — some saw them primarily as KPI trackers, while others saw them as navigation aids. This lack of alignment made the design direction inconsistent. Aligning everyone around the definition of Movers as primarily a task completion tool created focus and clarity. How I Came Up With the Solution: After conducting research and stakeholder interviews, I realized even our internal team didn’t share the same definition of Movers. I organized a meeting with leadership and design stakeholders to push for alignment. By framing the issue as a binary choice — task completion first, or KPI tracking first — I was able to guide the team toward consensus around task completion.

  1. Results & Impact

Business Impact

  • Improved efficiency by 20% for Sales Reps and Managers.

  • Increased client interest and contract expansion discussions.

  • Generated 15+ new client demos

More details

The redesigned Movers prototype had measurable business outcomes: - Sales Reps and Managers showed efficiency gains of at least 20% in task completion times compared to the baseline interviews. - Clients expressed strong interest in extending contracts and exploring new opportunities after seeing the redesign’s potential. - Workd began showcasing Movers in client demos, which helped generate at least 15 new demos with prospective clients. - The feature positioned Movers as a clear differentiator in the CRM market, reinforcing its role as both a user benefit and a business growth driver.

More details

The redesigned Movers prototype had measurable business outcomes: - Sales Reps and Managers showed efficiency gains of at least 20% in task completion times compared to the baseline interviews. - Clients expressed strong interest in extending contracts and exploring new opportunities after seeing the redesign’s potential. - Workd began showcasing Movers in client demos, which helped generate at least 15 new demos with prospective clients. - The feature positioned Movers as a clear differentiator in the CRM market, reinforcing its role as both a user benefit and a business growth driver.

User Feedback

  • 80% of testers requested immediate release of the update

  • Sales Reps and Managers emphasized that it would ease their workload on a daily basis.

  • 100% of users asked when the redesign would be available in production.

More details

During usability testing with the final prototype: - 80% of testers requested immediate release of the update, showing strong demand and eagerness to adopt the redesign. - Sales Reps and Managers said the redesign would make their lives significantly easier on a daily basis. - Several users expressed that, if implemented, they would rely less on external systems for prioritizing their workflows. - Feedback often included direct requests about when Movers would be released to the system, which reflected clear demand.

More details

During usability testing with the final prototype: - 80% of testers requested immediate release of the update, showing strong demand and eagerness to adopt the redesign. - Sales Reps and Managers said the redesign would make their lives significantly easier on a daily basis. - Several users expressed that, if implemented, they would rely less on external systems for prioritizing their workflows. - Feedback often included direct requests about when Movers would be released to the system, which reflected clear demand.

  1. Learnings & Next Steps

What Worked Well

User testing validated design decisions

Transparency is the most important factor for adoption

Transparency is the most important factor for adoption

Advocating for user-centered design built trust

Users need explicit task guidance, not just explanations

Users need explicit task guidance, not just explanations

Phased implementation improved rollout strategy

Dual-column design validated the new definition of Movers

Dual-column design validated the new definition of Movers

What to Improve

Lack of a centralized Information Architecture

Transparency is the most important factor for adoption

Transparency is the most important factor for adoption

Internal project = lower priority

Users need explicit task guidance, not just explanations

Users need explicit task guidance, not just explanations

Limited user touchpoints

Dual-column design validated the new definition of Movers

Dual-column design validated the new definition of Movers

Future Opportunities

  • Create a living Information Architecture for the entire system.

  • Improve personal documentation processes for smoother handoff.

  • Bring on a dedicated UX Researcher to improve user engagement.

More details

- Establish a living Information Architecture for Supply Mover to streamline future projects. - Strengthen documentation habits so that project histories are easier to revisit and hand off. - Add a dedicated UX Researcher to the team to provide ongoing user insights and shorten project timelines.

More details

- Establish a living Information Architecture for Supply Mover to streamline future projects. - Strengthen documentation habits so that project histories are easier to revisit and hand off. - Add a dedicated UX Researcher to the team to provide ongoing user insights and shorten project timelines.

Contact

Email

JustinLJuco@gmail.com

LinkedIn

https://www.linkedin.com/in/jjuco/

CV

https://tinyurl.com/4ks7unay

Contact

Email

LinkedIn

CV

JustinLJuco@gmail.com

https://www.linkedin.com/in/jjuco/

https://tinyurl.com/4ks7unay