Redesigning a complex real estate CRM to improve usability and product adoption
PropAI CRM was designed to help real estate sales teams manage leads, meetings, inventory, contracts, reports, and communication workflows in one platform. Through user interviews and usability analysis, I worked on restructuring the experience to simplify complex workflows, improve usability, and increase product engagement across both web and mobile platforms.
After interviewing multiple real estate sales agents, I discovered that users were struggling to manage the large number of actions inside the CRM. Key features such as leads, meetings, tasks, inventory, contracts, reports, and chatbot interactions felt overwhelming and difficult to navigate.
Some of the biggest pain points included:
Complex and unclear workflows
Difficult-to-understand reports and data visualization
Confusing modals for adding and editing information
High cognitive load across core CRM actions
I started by conducting interviews with sales agents to better understand their daily workflows, frustrations, and behavioral patterns. I also analyzed competitors and explored how leading CRM systems structure complex workflows and user actions.
I focused on restructuring the CRM.The process included:
Redesigning complex modals and forms
Improving information hierarchy across dashboards and reports
Creating a guided panel to help users understand key actions inside the CRM
After usability testing and iterative improvements, the redesigned CRM experience showed measurable improvements across both web and mobile platforms.
Key outcomes included:
