AI Filters Update (Movers)
Duration: 12+ Months
Improving KPI tracking, task management, and navigation for users across the Workd CRM platform
Project Overview
Setting an expectation
Role on Project
Lead Product Designer
Lead UX Researcher
Tools Used
Adobe XD
Figma
Miro
Jira
Microsoft Teams
ChatGPT
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.
Discovery
Challenge statement
The old Movers feature wasn’t being utilized because it didn’t solve real user problems or fit into workflows.
Background
The AI Filters Update was built within the SupplyMover CRM to help sales teams complete their daily tasks faster and more efficiently.
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.
Research
Interview script: https://tinyurl.com/mwm4fr9z
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.
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 we created 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.
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.
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.
Final Solution
UI Showcase
Problem Resolution
Design Handoff
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.
Design System Documentation
New components that were documented and added to the the design system.
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
Results & Impact
Business Impact
Improved efficiency by 20% for Sales Reps and Managers.
Increased client interest and contract extension discussions.
Generated 15+ new client demos
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.
Learnings & Next Steps
What Worked Well
What to Improve
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.