The challenge
The corporate CRM supported B2B sales: managing customers, leads, deals, contracts, and approvals. The system was built on SAP Fiori / UI5 and connected to other enterprise services.
Managers dealt with overloaded forms, repeated data entry, and the need to gather information from different systems. Contract preparation involved more than 100 fields, while creating a customer record using a tax ID could take up to 20 minutes.
The solution
I researched workflows and user tasks, translated business requests into scenarios, and tested solutions with prototypes. I designed interfaces and integration scenarios, including creating a customer record from a tax ID with automatic loading of company details, and simplifying contract preparation.
I worked within SAP Fiori / UI5 constraints and aligned feasibility with analysts, stakeholders, and technical specialists. I supported development and reviewed the results with users.
My role
I worked on the CRM in two successive roles:
- UX Designer / UX Researcher: December 2017 — November 2023.
- Junior Product Owner: December 2023 — December 2025.
I independently developed solutions from problem research through implementation with a team of around 25 people. I contributed to the product’s transformation from an overloaded system with low adoption into a tool managers used in their daily work.
Results
- Customer onboarding: 20 minutes → 1 minute — creating a customer record from a tax ID with automatic loading of company details.
- Contract preparation: 30 days → 7 days — a team result from redesigning the process.
- 5× fewer fields in contract preparation by simplifying the workflow and removing unnecessary data entry.
- Share of managers using the CRM: 3% → 60% — a team result of the product transformation.
Product development
- Redesigned overloaded workflows, including customer search with around 150 fields.
- Designed a home page around the needs of managers, leaders, and analysts.
- Worked on integrations and autofill, and contributed to data quality, reference data, and performance improvements.
- Used research and prototypes to uncover conflicting requirements and clarify them with analysts and stakeholders.
- Aligned solution feasibility with SAP Fiori / UI5 constraints, supported development, and reviewed the results with users.
Product vision
Alongside the changes delivered, I defined a direction for the CRM’s future development:
- shift from mandatory reporting toward helping managers sell;
- combine customer data with market intelligence to identify sales opportunities;
- a concept for an event feed: what happened → who did it → what outcome it led to;
- evaluate new features through hypotheses about their impact on workflows and business outcomes.