An outdated CRM tool was hindering sales performance and revenue.
The sales performance on Cultfit's internal sales platform had been declining for over a year, with fewer customers converting into paid subscribers and a drop in subscriptions sold. There were 3 main KPIs that indicated trouble:
Incomplete Outreach
Salespeople were reaching out to only 85% of their assigned leads each day, leaving potential customers unattended.
Expiring Leads per Week
Around 800 leads were expiring each week before being contacted, resulting in missed chances for conversions.
~$1M
Missed Annual Revenue
The first two factors resulted in 970k of missed revenue opportunities from potential subscription sales.
This was an internal tool used by the sales team within the company.
01
View daily leads on the platform
02
Research and review lead information to personalize the sales pitch
03
Pitch and sell subscription plans according to the lead’s fitness goals
Current User Journey
Performing a design audit on the current tool.
I began by auditing the existing tool and identified two key pages where users spent most of their time:
Task List Page – A table displaying all leads assigned to the user.
Lead Details Page – Provided various widgets to assist users during sales calls.
Key issues I discovered:
Task List page
Details page
Talking to the users helped me uncover bigger problems than usability alone.
Main research goals:
What drives the users? Understanding their goals and motivations.
How do they work? Mapping out their daily workflow.
How does the platform fit in? Identifying how they use it to accomplish tasks.
Key Learnings:
At this point, I realized—if Excel is doing a better job than our actual CRM, we have a serious problem.
From my interactions with the users, these were the 2 key pillars that emerged:
Motivation was missing from the system
The CRM didn’t reflect what actually drove user behavior—sales targets and incentives. Without visibility into their progress or goals, users felt disconnected from their performance.
Workarounds became the workflow
Instead of enabling their process, the CRM disrupted it. Users were forced to rely on Excel just to track follow-ups—because the system prioritized new leads and buried ongoing conversations.
Exploring data visualizations to show users' performance data.
Given engineering bandwidth constraints, we decided to begin with data visualizations. Since all key performance metrics were already being tracked, implementing this required minimal effort. My role was to determine how to effectively present this data and seamlessly integrate it into our existing dashboard.
I started by identifying the most critical KPIs that directly impacted user incentives. Collaborating with sales team leads, I narrowed it down to the 3 most important metrics. From there, I explored the best ways to visualize these KPIs to ensure clarity and usability for our users.
Users don't have the time. Make it simpler.
I experimented with multiple iterations of these visualizations, but the overwhelming feedback from users was that they found them too complex and preferred something simpler and quicker to understand. A recurring request was to emphasize the actual numbers, making them bold and clear.
Personally, I’ve always appreciated how fitness apps like Apple Health and Google Fit present data in an easily digestible way. Drawing inspiration from them, I designed a streamlined version that simplified KPI displays while keeping key numbers prominent. This approach resonated well with users and became a clear favorite.
Goal: help users prioritize, plan and pitch better.
A key issue in the current version was that users had to switch between two pages to gather lead information, adding friction to their workflow. My initial hypothesis was that streamlining this process into a single view would save time and improve efficiency.
CONCEPT✅
Have the full list of leads and the associated details & actions on the same page for a faster workflow.
DRAWBACKS ❌
The daily lead assignment averaged 60+ per user, making this structure too lengthy and overwhelming.
CONCEPT✅
Allowing users to prioritize and focus on one task at a time.
DRAWBACKS ❌
From the users’ perspective, all assigned leads were equally important and had to be catered to, which would make this structure a hassle.
Sales is already stressful.
Users need a seamless, low-learning curve solution.
Instead of trying to re-invent the wheel, I focused on providing more contextual information within the familiar layout, ensuring that the tool enhanced their workflow without introducing unnecessary complexity.
The new task page
I chose a design direction that struck the perfect balance between minimizing development time and effort while meeting the users' needs based on the feedback gathered. By incorporating minimal changes and preserving the existing structure, the design made it easier for users to accomplish their tasks efficiently.
To make the dynamic information column truly useful, I needed to determine which details were most critical for users at a glance. With 20+ different campaign types, I collaborated with the sales team to map out key information based on campaign type and lead status. Below, I illustrate a simple example of how this was structured.
Customized subscriptions plans for customers that can be shared during the sales call.
Allowing users to create bookings on behalf of the customer during the call.
A call trail of all previous customer interactions.
Lead attempts is the number of tasks that the users complete out of the total assigned tasks. Previously the percentage was at 85% and it was increased to 99% after the redesign.
87% Reduction in lead expiry rates
Every lead would get expired in 30 days if the lead was not attended by the user. Previously, the number of expired leads was at ~800 per week across all users, and it reduced to ~60 per week post the redesign.
You don’t always have to think outside the box. Sometimes, the solution lies within.
As designers, there’s a natural tendency to aim for bold, out-of-the-box solutions that showcase creativity and innovation. I’ve always been enthusiastic about experimenting and pushing the envelope when it comes to design. At the start of this project, I was eager to do the same—to deliver a groundbreaking solution that would prove my creative worth. This project taught me that impactful design isn’t always about radical, eye-catching changes. Sometimes, it’s about careful iteration and making targeted improvements that solve real pain points. It gave me firsthand insight into the balance between innovation and practicality—an invaluable lesson that has shaped my design approach since.
