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
Project Overview
Setting an expectation
This project is less about stylistic UI and more about demonstrating my ability to solve complex UX problems at scale.
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 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.
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.
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.
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.
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.
Show more details
Show more details
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
User Interviews
We started with user interviews to understand how Sales Reps and Sales Managers used filters within the SupplyMover CRM.
These conversations focused on daily workflows and revealed friction around speed, relevance of data, and how easily insights could be found.
User Interviews
We started with user interviews to understand how Sales Reps and Sales Managers used filters within the SupplyMover CRM.
These conversations focused on daily workflows and revealed friction around speed, relevance of data, and how easily insights could be found.
Competitive Analysis
We reviewed other CRMs such as HubSpot, Salesforce, and Monday.com to study how they approached filtering and data visibility.
This helped identify best practices for filter hierarchy, quick-access controls, and surface-level insights, guiding how the AI Filters experience should feel familiar yet faster.
Competitive Analysis
We reviewed other CRMs such as HubSpot, Salesforce, and Monday.com to study how they approached filtering and data visibility.
This helped identify best practices for filter hierarchy, quick-access controls, and surface-level insights, guiding how the AI Filters experience should feel familiar yet faster.
User Journey Mapping
Working with the Product Manager and Business Analyst, we mapped how users searched, filtered, and saved data within the CRM.
This revealed bottlenecks in navigation and moments where users lost time toggling between filters or waiting for pages to refresh.
User Journey Mapping
Working with the Product Manager and Business Analyst, we mapped how users searched, filtered, and saved data within the CRM.
This revealed bottlenecks in navigation and moments where users lost time toggling between filters or waiting for pages to refresh.
Key Takeaways
Difficulty prioritizing tasks
Users struggled to identify which leads or activities required attention first, slowing overall workflow and reducing efficiency.
Poor KPI visibility
Key performance data wasn’t easy to access or understand in context, making it harder for users to measure their progress throughout the day.
Confusing navigation
The navigation between filtered views wasn’t intuitive, leading to unnecessary clicks and extra time spent finding the right data
Low awareness of feature
Many users weren’t even aware that the filtering feature existed, resulting in underuse and inconsistent engagement across teams.
Key Takeaways
Difficulty prioritizing tasks
Users struggled to identify which leads or activities required attention first, slowing overall workflow and reducing efficiency.
Poor KPI visibility
Key performance data wasn’t easy to access or understand in context, making it harder for users to measure their progress throughout the day.
Confusing navigation
The navigation between filtered views wasn’t intuitive, leading to unnecessary clicks and extra time spent finding the right data
Low awareness of feature
Many users weren’t even aware that the filtering feature existed, resulting in underuse and inconsistent engagement across teams.
Ideation and Exploration
Brainstorming & Collaboration
Through brainstorming sessions with the design team, we defined clear rules for when and why records should appear for each filter.
We also explored layout adjustments, like positioning Movers above data tables as tab-like controls to make switching between views faster and more intuitive.
Brainstorming & Collaboration
Through brainstorming sessions with the design team, we defined clear rules for when and why records should appear for each filter.
We also explored layout adjustments, like positioning Movers above data tables as tab-like controls to make switching between views faster and more intuitive.
User Flows
Using user flows created in Miro, we mapped current vs. ideal workflows to identify where users were losing time and where the experience could be streamlined.
These flows exposed navigation inefficiencies and helped validate how proposed layout changes would simplify task completion.
User Flows
Using user flows created in Miro, we mapped current vs. ideal workflows to identify where users were losing time and where the experience could be streamlined.
These flows exposed navigation inefficiencies and helped validate how proposed layout changes would simplify task completion.
Key Takeaways
Dedicated columns improved transparency
Users needed to understand why records appeared. Adding clear table columns gave instant context and removed clutter.
Repositioning Movers improved navigation
Switching views was slow and confusing. Moving Movers above tables made navigation faster and easier to follow.
User flows revealed key inefficiencies
We needed to pinpoint where time was lost. Mapping current vs. ideal workflows exposed friction and guided layout changes.
Key Takeaways
Dedicated columns improved transparency
Users needed to understand why records appeared. Adding clear table columns gave instant context and removed clutter.
Repositioning Movers improved navigation
Switching views was slow and confusing. Moving Movers above tables made navigation faster and easier to follow.
User flows revealed key inefficiencies
We needed to pinpoint where time was lost. Mapping current vs. ideal workflows exposed friction and guided layout changes.
Design & Prototyping
Early Design Exploration
We began translating early ideas into initial designs, testing tooltips, highlights, and icons to explain why records appeared in Movers.
These approaches surfaced useful context but also added unnecessary visual noise, which led to the decision to introduce dedicated table columns for clearer transparency.
Early Design Exploration
We began translating early ideas into initial designs, testing tooltips, highlights, and icons to explain why records appeared in Movers.
These approaches surfaced useful context but also added unnecessary visual noise, which led to the decision to introduce dedicated table columns for clearer transparency.
High-Fidelity Design
Using this insight, we redefined Movers as tab-like filters positioned above data tables.
This update introduced a dual-column layout — “why it’s here” and “what action to take” — which made each record’s purpose and next step immediately clear.
We also clarified the difference between static and dynamic columns to help users quickly distinguish between fixed and data-driven fields.
High-Fidelity Design
Using this insight, we redefined Movers as tab-like filters positioned above data tables.
This update introduced a dual-column layout — “why it’s here” and “what action to take” — which made each record’s purpose and next step immediately clear.
We also clarified the difference between static and dynamic columns to help users quickly distinguish between fixed and data-driven fields.
Prototyping & Validation
Interactive prototypes built in Adobe XD simulated the redesigned Movers experience on the Clients page.
Usability sessions showed strong adoption, confirming that users could quickly understand the layout and complete tasks with minimal guidance.
Prototyping & Validation
Interactive prototypes built in Adobe XD simulated the redesigned Movers experience on the Clients page.
Usability sessions showed strong adoption, confirming that users could quickly understand the layout and complete tasks with minimal guidance.
Key Takeaways
Dedicated columns clarified purpose
Users needed to know why each record appeared. Adding “why it’s here” and “what action to take” columns created immediate transparency.
Tab-like layout improved navigation
The new layout made switching between data views faster and more predictable, reducing clicks and confusion.
Prototyping confirmed usability
Testing the redesign showed users could navigate confidently without extra instruction, validating the new structure.
Key Takeaways
Dedicated columns clarified purpose
Users needed to know why each record appeared. Adding “why it’s here” and “what action to take” columns created immediate transparency.
Tab-like layout improved navigation
The new layout made switching between data views faster and more predictable, reducing clicks and confusion.
Prototyping confirmed usability
Testing the redesign showed users could navigate confidently without extra instruction, validating the new structure.
Testing & Iteration
Usability Tests
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 — users needed explicit task guidance rather than just explanations, and the dual-column design validated the new definition of Movers.
Usability Tests
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 — users needed explicit task guidance rather than just explanations, and the dual-column design validated the new definition of Movers.
Key Takeaways
Transparency drove adoption
Users needed clarity on why each record appeared, and the dedicated column structure made that instantly visible and easier to trust.
Clear guidance improved task completion
Combining clear explanations with direct actions helped users complete tasks faster and with more confidence.
Dual-column design validated the concept
Testing proved the new structure met user needs and established a clear standard for how Movers should display data.
Key Takeaways
Transparency drove adoption
Users needed clarity on why each record appeared, and the dedicated column structure made that instantly visible and easier to trust.
Clear guidance improved task completion
Combining clear explanations with direct actions helped users complete tasks faster and with more confidence.
Dual-column design validated the concept
Testing proved the new structure met user needs and established a clear standard for how Movers should display data.
Final Solution
UI Showcase
Problem Resolution
1.
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.
Show more details
Show more details
2.
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.
Show more details
Show more details
3.
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.
Show more details
Show more details
4.
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”).
Show more details
Show more details
5.
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.
Show more details
Show more details
6.
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.
Show more details
Show more details
7.
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.
Show more details
Show more details
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.
Phase 1
Phase 1
Phase 2
Phase 2
Phase 3
Phase 3
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
Show more details
Show more details
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.
Show more details
Show more details
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.