The full picture of

The full picture of

The full picture 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: full picture

AI Filters Update (Movers)

I want to see

the full picture

the full picture

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

60 Second Overview

Movers, originally intended to guide sales reps and managers through task prioritization, had become an underused and confusing feature in the Workd CRM — users didn’t understand its purpose, found no clear actions to take, and often ignored it entirely.


Designed as a hybrid of KPI tracking and task navigation, the feature suffered from poor adoption, lack of transparency, and even inconsistent definitions across the internal team. Users struggled to see why records appeared in Movers, what they were supposed to do with them, and quickly lost context when navigating deeper into records.


The revamp reframed Movers as a true task-focused tool by introducing columns that explained why records appeared, clear actions users could take to resolve them, and a redesigned tab-based layout that elevated Movers above tables.


These changes provided the transparency and guidance users had been missing, turning Movers into a trusted part of their daily workflow. Testing showed task completion times improved by 20%, users expressed excitement to adopt the redesign, and the feature became a powerful selling point that helped strengthen existing client relationships and attract new business opportunities.

  1. Discovery

Challenge statement

The old Movers feature wasn’t being utilized.

Most users in the Supply Mover system ignored it entirely, which made it clear that it wasn’t solving real problems or fitting into their workflows. The goal of the revamp was to rethink the Movers so it actually delivered value and encouraged adoption.

Hypothesized Pain Points

  • They didn’t understand the feature’s purpose.

  • Movers weren’t clear in their functionality.

  • The feature didn’t provide helpful support for their daily workflows.

Background

Movers were originally created to guide users through their tasks in the right order, helping them complete work efficiently without needing to think about prioritization. At the click of a button, a user could land in the right workflow for their next task.

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

User Interviews

  • I interviewed Sales Reps and Managers separately to avoid bias.

  • I focused on daily workflows instead of asking directly about Movers.

  • Gathered insights into task prioritization, workflow navigation, and efficiency.

More details

I conducted multiple rounds of interviews with Supply Mover clients, primarily pharmaceutical distributors. Rafi (PM) and Ryan (BA) joined every call to support. Each client provided a Sales Rep and a Sales Manager, interviewed separately to prevent bias. We asked them to walk us through their daily workflows — starting from login, deciding task order, and transitioning between tasks. Sample questions included: “How do you decide what task to do next?” “After completing a task, how do you start your next one?” “How would you prioritize tasks?” We also roughly timed task completion, though I no longer have that raw data.

More details

I conducted multiple rounds of interviews with Supply Mover clients, primarily pharmaceutical distributors. Rafi (PM) and Ryan (BA) joined every call to support. Each client provided a Sales Rep and a Sales Manager, interviewed separately to prevent bias. We asked them to walk us through their daily workflows — starting from login, deciding task order, and transitioning between tasks. Sample questions included: “How do you decide what task to do next?” “After completing a task, how do you start your next one?” “How would you prioritize tasks?” We also roughly timed task completion, though I no longer have that raw data.

Competitive Analysis

  • I analyzed Hubspot, Salesforce, Zoho, Monday, Pipedrive, Copper, and others.

  • Compared how competitors handled task prioritization and navigation.

  • Identified ways Movers could be both familiar and unique.

More details

I studied leading CRMs to see how they supported task completion and prioritization. My goal was twofold: 1. Identify design patterns that would feel familiar to new users migrating into our system. 2. Highlight opportunities for novelty — features that could differentiate Workd from more established platforms.

More details

I studied leading CRMs to see how they supported task completion and prioritization. My goal was twofold: 1. Identify design patterns that would feel familiar to new users migrating into our system. 2. Highlight opportunities for novelty — features that could differentiate Workd from more established platforms.

User Journey Mapping

  • Partnered with PM and BA to map ideal vs. actual workflows.

  • Found delays and inefficiencies in navigation.

  • Revealed friction points where users spent more time than expected.

More details

Before interviews, I drafted journey maps of what we believed were the ideal workflows. Afterward, I worked with Rafi and Ryan to update them with real-world flows from our interviews. Comparing the two highlighted navigation delays, inefficiencies, and bottlenecks where users spent more time than expected. These insights showed us exactly where Movers could provide the most value.

More details

Before interviews, I drafted journey maps of what we believed were the ideal workflows. Afterward, I worked with Rafi and Ryan to update them with real-world flows from our interviews. Comparing the two highlighted navigation delays, inefficiencies, and bottlenecks where users spent more time than expected. These insights showed us exactly where Movers could provide the most value.

Discovered Pain Points

  • Users struggled to prioritize tasks effectively.

  • KPI tracking lacked visibility and led to decision-making delays

  • The existing system had confusing navigation that slowed workflows.

  • Some users didn't know they existed

More details

From interviews, I uncovered significant adoption barriers: - Sales Reps often weren’t onboarded at all, since managers were responsible for training their teams. - Some managers who knew about Movers avoided them, worried they might disrupt workflows. - Users who did encounter Movers didn’t know why records appeared in them. We gave no clear indicators or explanations. - Tables sometimes looked nearly identical before and after a Mover was applied, leaving users unsure if the feature was even working.

More details

From interviews, I uncovered significant adoption barriers: - Sales Reps often weren’t onboarded at all, since managers were responsible for training their teams. - Some managers who knew about Movers avoided them, worried they might disrupt workflows. - Users who did encounter Movers didn’t know why records appeared in them. We gave no clear indicators or explanations. - Tables sometimes looked nearly identical before and after a Mover was applied, leaving users unsure if the feature was even working.

Stakeholder Alignment

  • Interviewed and aligned internal stakeholders (CEO, CTO, Product Manager, Creative Director, Director of Business Development).

  • Discovered even the internal team lacked a shared understanding of Movers.

  • Facilitated a meeting to align on a single purpose.

  • Outcome: Movers defined as task completion tool first, with KPI tracking as secondary.

More details

During research, I interviewed and engaged internal stakeholders to understand their perspectives on Movers. Surprisingly, I found that even within our own team, no two stakeholders described the feature the same way. Each person had their own interpretation — some believed it was a KPI tracking tool, while others thought it was primarily about task navigation. To address this, I facilitated a meeting with the Product Manager, Creative Director, CEO, CTO, and Director of Business Development. My goal was to establish a consolidated vision before moving forward. I argued that we couldn’t successfully redesign Movers without clarity: Was it meant to be a KPI tracker that happened to include tasks, or a task completion tool that also displayed KPIs? After discussion, we agreed that Movers’ primary purpose was to support task completion. This was a pivotal decision that shaped the rest of the project, providing both focus for the design process and alignment across stakeholders.

More details

During research, I interviewed and engaged internal stakeholders to understand their perspectives on Movers. Surprisingly, I found that even within our own team, no two stakeholders described the feature the same way. Each person had their own interpretation — some believed it was a KPI tracking tool, while others thought it was primarily about task navigation. To address this, I facilitated a meeting with the Product Manager, Creative Director, CEO, CTO, and Director of Business Development. My goal was to establish a consolidated vision before moving forward. I argued that we couldn’t successfully redesign Movers without clarity: Was it meant to be a KPI tracker that happened to include tasks, or a task completion tool that also displayed KPIs? After discussion, we agreed that Movers’ primary purpose was to support task completion. This was a pivotal decision that shaped the rest of the project, providing both focus for the design process and alignment across stakeholders.

Section Summary — Research

  • I conducted targeted interviews with Sales Reps and Managers to uncover real workflows and pain points.

  • Competitive analysis of major CRMs helped identify opportunities for both familiarity and differentiation.

  • Journey mapping revealed key bottlenecks in navigation and task prioritization.

  • Discovered major adoption barriers: lack of onboarding, transparency issues, and mistrust.

  • Through stakeholder interviews, I aligned leadership on a clear purpose: Movers would be task completion tool first.

  1. Ideation and Exploration

Initial Ideas

  • Explored how to surface “why” a record appeared in a Mover.

More details

I began ideation by outlining the core problems: - How do we show users *why* a record appears in a Mover? - How do we give users confidence that Movers aren’t altering data behind the scenes? - How do we balance limited table space with the need for transparency? I experimented with lighter solutions like highlighting data points or adding hint icons/tooltips to rows. But these proved problematic: - Transparency was hidden behind interactions. - Icons cluttered the table, especially for Movers triggered by multiple criteria. - Mobile and tablet usability suffered. - From a business perspective, a hidden feature couldn’t serve as our CRM differentiator. The strongest solution was to introduce dedicated table columns that displayed both why the record was in the Mover and what action the user could take to remove it.

More details

I began ideation by outlining the core problems: - How do we show users *why* a record appears in a Mover? - How do we give users confidence that Movers aren’t altering data behind the scenes? - How do we balance limited table space with the need for transparency? I experimented with lighter solutions like highlighting data points or adding hint icons/tooltips to rows. But these proved problematic: - Transparency was hidden behind interactions. - Icons cluttered the table, especially for Movers triggered by multiple criteria. - Mobile and tablet usability suffered. - From a business perspective, a hidden feature couldn’t serve as our CRM differentiator. The strongest solution was to introduce dedicated table columns that displayed both why the record was in the Mover and what action the user could take to remove it.

Brainstorming Sessions

  • Weekly sessions with the design team (Austin & Jesse).

  • Redefined Movers as task-focused filters with clear rules for when records should appear and how they could be completed or removed.

  • Pitched relocating Movers above the table as tab-like controls.

More details

I hosted recurring brainstorming sessions with Austin (Creative Director) and Jesse (UI/UX Designer). These meetings gave me space to test radical ideas, refine them collaboratively, and push for stakeholder buy-in. Through these discussions, I reframed Movers entirely: Movers are task-focused filters. Records enter a Mover when they meet specific task-based criteria. Records leave once the user completes the related task. We also discussed placement. Since altering table layouts felt jarring to stakeholders, I argued that Movers weren’t just filters within a table — they were higher-level task controls. Inspired by competitive research, I proposed moving Movers above the table in the form of tabs, a pattern already familiar in other CRMs.

More details

I hosted recurring brainstorming sessions with Austin (Creative Director) and Jesse (UI/UX Designer). These meetings gave me space to test radical ideas, refine them collaboratively, and push for stakeholder buy-in. Through these discussions, I reframed Movers entirely: Movers are task-focused filters. Records enter a Mover when they meet specific task-based criteria. Records leave once the user completes the related task. We also discussed placement. Since altering table layouts felt jarring to stakeholders, I argued that Movers weren’t just filters within a table — they were higher-level task controls. Inspired by competitive research, I proposed moving Movers above the table in the form of tabs, a pattern already familiar in other CRMs.

Information Architecture

  • Mapped current vs. ideal workflows in Miro.

  • Identified navigation delays and inefficiencies.

  • Highlighted opportunities where Movers could streamline tasks.

More details

I created information architecture diagrams in Miro to document existing workflows and navigation paths. By mapping the steps users currently had to take to complete tasks, I exposed inefficiencies and bottlenecks. Then, I mapped out how Movers could simplify these journeys by cutting out unnecessary navigation. These diagrams provided a foundation for user flows and evidence for advocating more radical design changes.

More details

I created information architecture diagrams in Miro to document existing workflows and navigation paths. By mapping the steps users currently had to take to complete tasks, I exposed inefficiencies and bottlenecks. Then, I mapped out how Movers could simplify these journeys by cutting out unnecessary navigation. These diagrams provided a foundation for user flows and evidence for advocating more radical design changes.

User Flows

  • Built ideal user flows in Miro based on the IA.

  • Showed how Movers could remove extra steps in task workflows.

  • Used flows to argue for major design changes and prove value.

More details

From the IA, I built user flows in Miro to visualize how Movers could streamline tasks. These flows highlighted how the feature could cut out redundant navigation, reduce cognitive load, and guide users directly to task completion. The flows also became a communication tool. By showing before-and-after states, I was able to demonstrate internally how Movers would deliver value to users and justify design decisions that challenged existing norms.

More details

From the IA, I built user flows in Miro to visualize how Movers could streamline tasks. These flows highlighted how the feature could cut out redundant navigation, reduce cognitive load, and guide users directly to task completion. The flows also became a communication tool. By showing before-and-after states, I was able to demonstrate internally how Movers would deliver value to users and justify design decisions that challenged existing norms.

Section Summary — Ideation & Exploration

  • Initial ideas like tooltips and highlights were tested but rejected; they lacked transparency and cluttered the UI.

  • I redefined Movers as task-focused filters with clear entry/exit criteria.

  • Brainstorming sessions with the design team led to the decision to move Movers above the table as tab-like controls.

  • Information Architecture mapped current vs. ideal workflows, exposing bottlenecks.

  • User Flows illustrated how Movers would streamline tasks and provided evidence to push for major design changes.

  1. Design & Prototyping

Initial Designs

  • Explored multiple ways to show why records appeared in Movers.

  • Tested tooltips, highlights, and icons — but they were confusing and cluttered.

  • Concluded that dedicated table columns were needed for full transparency.

More details

I began prototyping by exploring lighter-weight solutions, such as highlighting data points or adding hint icons with tooltips. These approaches quickly proved problematic: Transparency was hidden behind interactions. Icons cluttered the table and were inconsistent when records had multiple reasons for being included. Mobile and tablet usability suffered. From a business standpoint, the feature wasn’t visible enough to differentiate our CRM. From this, I concluded that we needed to introduce new table columns. Each Mover view would add columns that explained why a record was included and what action the user could take on the record to complete the task and remove it from the Mover.

More details

I began prototyping by exploring lighter-weight solutions, such as highlighting data points or adding hint icons with tooltips. These approaches quickly proved problematic: Transparency was hidden behind interactions. Icons cluttered the table and were inconsistent when records had multiple reasons for being included. Mobile and tablet usability suffered. From a business standpoint, the feature wasn’t visible enough to differentiate our CRM. From this, I concluded that we needed to introduce new table columns. Each Mover view would add columns that explained why a record was included and what action the user could take on the record to complete the task and remove it from the Mover.

High-Fidelity Mockups

  • Designed Movers as tab-like filters above tables for familiarity.

  • Introduced dual-column approach: “why it’s here” + “what action to take.”

  • Differentiated static vs. dynamic columns in tables.

More details

Once the direction was clear, I created high-fidelity mockups that visualized: - Movers relocated above tables, styled as tabs/smart filters (familiar patterns from other CRMs). - Dedicated columns for transparency (“why it’s here”) and for what action the user could take on the record to complete the task and remove it from the Mover. - Static columns that defined the identity of each table, and dynamic columns that changed depending on the Mover. I also proposed replacing the old in-table Movers with smart boolean filters that could be stacked, giving users flexible ways to refine records while keeping Movers focused on task lists.

More details

Once the direction was clear, I created high-fidelity mockups that visualized: - Movers relocated above tables, styled as tabs/smart filters (familiar patterns from other CRMs). - Dedicated columns for transparency (“why it’s here”) and for what action the user could take on the record to complete the task and remove it from the Mover. - Static columns that defined the identity of each table, and dynamic columns that changed depending on the Mover. I also proposed replacing the old in-table Movers with smart boolean filters that could be stacked, giving users flexible ways to refine records while keeping Movers focused on task lists.

Prototyping

  • Created prototypes in Adobe XD for internal and user testing.

  • Simulated redesigned Movers on the Clients page.

More details

I built interactive prototypes in Adobe XD for internal review and user testing. The prototypes simulated the redesigned Movers on the Clients page, including the new tab structure and dual-column approach. We tested the prototypes with Sales Reps and Sales Managers, giving them the same task scenarios used in the original interviews. The results were very positive: - Users quickly understood why records appeared in Movers. - They appreciated the clarity of seeing what actions they could take on records to complete the tasks and remove them from the Movers. - The prototypes felt faster and more usable than the current system. Feedback led only to minor UI refinements, which confirmed that the overall design direction was strong.

More details

I built interactive prototypes in Adobe XD for internal review and user testing. The prototypes simulated the redesigned Movers on the Clients page, including the new tab structure and dual-column approach. We tested the prototypes with Sales Reps and Sales Managers, giving them the same task scenarios used in the original interviews. The results were very positive: - Users quickly understood why records appeared in Movers. - They appreciated the clarity of seeing what actions they could take on records to complete the tasks and remove them from the Movers. - The prototypes felt faster and more usable than the current system. Feedback led only to minor UI refinements, which confirmed that the overall design direction was strong.

Section Summary — Design & Prototyping

  • Early attempts (tooltips, highlights, icons) failed to provide clarity or scalability.

  • Final direction introduced new table columns: one to explain why a record was in a Mover, and one to show what action the user could take on the record to complete the task and remove it from the Mover.

  • High-fidelity mockups placed Movers above the table as tabs for familiarity and separation from filters.

  • Differentiated between static columns (always present) and dynamic columns (Mover-specific).

  • Prototypes tested with users showed strong validation, with only minor UI adjustments needed.

Ideation and Exploration

  1. Testing & Iteration

Usability Testing

  • Created task-based usability tests using prototypes.

  • Tested with Sales Reps and Sales Managers from client teams.

  • Observed significant improvements in speed, clarity, and confidence.

More details

I tested the redesigned Movers prototypes with Sales Reps and Sales Managers using the same task scenarios from our initial interviews. - Users were asked to prioritize tasks, navigate through workflows, and complete records using the new Movers design. - The prototypes included the new tabbed placement, “why it’s here” columns, and “what action to take” columns. - Participants immediately recognized the value of the added transparency. They could clearly see both why records appeared and how to act on them to complete tasks. - Task completion times improved noticeably compared to the baseline interviews. Although I no longer have the raw data, efficiency gains were observed in nearly every session. - Users expressed excitement, often asking how soon the changes could be implemented.

More details

I tested the redesigned Movers prototypes with Sales Reps and Sales Managers using the same task scenarios from our initial interviews. - Users were asked to prioritize tasks, navigate through workflows, and complete records using the new Movers design. - The prototypes included the new tabbed placement, “why it’s here” columns, and “what action to take” columns. - Participants immediately recognized the value of the added transparency. They could clearly see both why records appeared and how to act on them to complete tasks. - Task completion times improved noticeably compared to the baseline interviews. Although I no longer have the raw data, efficiency gains were observed in nearly every session. - Users expressed excitement, often asking how soon the changes could be implemented.

Key Insights & Findings

Transparency is the most important factor for adoption

Transparency is the most important factor for adoption

Users need explicit task guidance, not just explanations

Users need explicit task guidance, not just explanations

Dual-column design validated the new definition of Movers

Dual-column design validated the new definition of Movers

Design Iterations

1. Tooltip & Highlighting Tests

Explored lightweight options to explain why records appeared in Movers, including hint icons, tooltips, and highlighting data points. These surfaced transparency issues but cluttered the UI, hid key info behind interactions, and failed on mobile — showing the need for a more robust solution.

2. “Why It’s Here” Column

Introduced a dedicated column to clearly state why each record appeared in a Mover. This was a turning point in resolving user confusion and restoring trust, as it provided immediate visibility without extra interaction.

3. Actionable Columns

Evolved the design further by adding columns that told users what specific action to take to resolve a record and remove it from Movers. This reframed Movers from a passive awareness tool into an active task-completion system.

4. Tab-Based Relocation

Moved Movers out of the tables and into a tab-like navigation above them. This improved hierarchy, clarified their role as higher-level task guidance (not just filters), and aligned the design with patterns users recognized from other CRMs.

Section Summary — Testing & Iteration
Section Summary — Ideation & Exploration

  • I tested the redesigned Movers prototypes with Sales Reps and Managers using task-based scenarios.

  • Users immediately recognized the value of transparency and task guidance.

  • Key insights confirmed the importance of pairing “why it’s here” with “what action to take.”

  • Design iterations refined column behavior, clarified static vs. dynamic Movers, and improved UI clarity.

  • Testing validated Movers as a true task completion tool and set the foundation for final implementation.

  1. Final Solution

UI Showcase

Problem Statement

The original Movers failed to deliver value because users didn’t understand its purpose, lacked transparency into why records appeared, and received no clear guidance on what actions to take. As a result, adoption was low and trust in the feature was minimal.

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.

Implementation Phases

Because the Movers Revamp was an internal initiative and not directly funded by client work, development resources were limited and had to be balanced alongside client projects.

To make the redesign achievable, I broke the rollout into clear phases. Each phase delivered incremental value to users while keeping the workload manageable for the development team. This approach allowed us to release an MVP quickly, gather feedback, and gradually build toward the full vision.

Phase 1

Focused on the most critical use cases by applying the redesign to the Clients and Shop tables. - Introduce the “why it’s here” columns for each Mover. - Remov Movers from inside tables and relocated them above as tabs.

Phase 1

Focused on the most critical use cases by applying the redesign to the Clients and Shop tables. - Introduce the “why it’s here” columns for each Mover. - Remov Movers from inside tables and relocated them above as tabs.

Phase 2

Expand adoption across the rest of the system. - Roll out the redesigned Movers to all other tables where Movers were already in use. - Add stackable smart boolean filters to tables. - Introduc the actionable columns that paired with the “why it’s here” columns to guide task completion.

Phase 2

Expand adoption across the rest of the system. - Roll out the redesigned Movers to all other tables where Movers were already in use. - Add stackable smart boolean filters to tables. - Introduc the actionable columns that paired with the “why it’s here” columns to guide task completion.

Phase 3

Planned enhancements for the future, focused on scalability and intelligence. - Introduce horizontally scrollable tables so users could optionally reintroduce additional data points without losing clarity. - Design an Insights column, leveraging AI to suggest not just what task should be done, but how and when to do it (e.g., “Best time to call this client is Thursday at 3 PM based on past behavior”).

Phase 3

Planned enhancements for the future, focused on scalability and intelligence. - Introduce horizontally scrollable tables so users could optionally reintroduce additional data points without losing clarity. - Design an Insights column, leveraging AI to suggest not just what task should be done, but how and when to do it (e.g., “Best time to call this client is Thursday at 3 PM based on past behavior”).

Design System Documentation

  • New Movers tab components

  • Updated table column patterns

  • Mover tag system in record details

  • Smart boolean filters

  • Static vs. dynamic Mover states

  • Interaction rules and constraints

This documentation provided developers with clear guidance for implementation and ensured consistency across the system.

  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.

Section Summary — Results & Impact
Section Summary — Ideation & Exploration

  • Users praised the redesigned Movers as a feature that would greatly improve their workflows.

  • Feedback included requests for immediate release and reduced reliance on external systems.

  • Sales Reps and Managers achieved at least a 20% improvement in task completion times.

  • Clients showed increased interest in contract extensions and feature opportunities.

  • Movers became a demo highlight, helping Workd generate at least 15 prospective client demos.

  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.

  1. Project Credits

Creative Director

Austin Holland

UI/UX Designer

Jesse Bruner

Product Manager

Rafi Almhana

Chief Executive Officer

Chris Van Ittersum

Director of Business Dev

Ryan Carroll

Chief Technology Officer

Michael Crowe

Senior Developer

Travis Hill

Michelle Crane

Executive Project Manager

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