Internal CRM

MY ROLES: Information Architecture; User Flows; Iterations; User Testing; High-Fidelity Prototype

Snap! Raise is a complete fundraising solution for groups and teams. I'm the product designer for the internal CRM tool, which we created for our sales representatives deployed in the field. I worked with a cross-disciplinary team to design product features for the app, built a comprehensive mobile design system (iOS and Android), created hi-fidelity mockups and prototypes, and conducted user research and testing.

Project Brief

The first challenge I tackled was to break down the entire workflow into chunks according to our different user groups. The two main target groups I focused on to increase adoptions were our internal support teams and our sales reps.

System Thinking

A feature will never live by itself; there are always different stakeholders involved in the system. Because there are technical constraints in place that impose restrictions on developing features, I had to make trade-offs that properly balanced and fulfilled our business requirements.

Information Architecture

The product had been in the market for a long time by the time I joined the team. Because of this, it had accumulated design debt that made navigation difficult for users. I analyzed the application and the users closely to break down the information architecture and reorganize the navigation to make it easier to use.


One constraint I faced was that our support team did not use the mobile app to assist our sales reps - they used the internal dashboard on the Desktop application. Because of this, I needed to understand the support team’s workflow in addition to the rep’s mobile workflows to improve the experience for both groups. Designs I created needed to display similar information structures and demonstrate consistency due to the feature parity that existed between the applications.


The very first feature I worked on when I joined the mobile team involved collaborating with our product stakeholders on simplifying the information architecture based on feedback and insights collected from our sales reps. Modifying the design solutions based on technical constraints became crucial as these changes required large changes in structure.

User Research

Sample Feature: Hammer

Research Method: Card Sorting

Beacause the size limitation of mobile application, how to prioritize features on a single page becomes crucial. Current organization view on our mobile app is overloaded due to multiple functionalities. In order to break down the content on this condensed screen, we used card sorting with optimal workshop to clearify both the importance and the frequency of all the features being used on organization screen.

User Testing

Sample Feature: Order Leads

Our mobile team scheduled weekly conference calls with a select group of sales reps to announce newly released features, and gather insights and thoughts. We could send out prototypes when usability test was needed directly to this group, making it a perfect resource for research, collecting feedback, and getting product buy-in at the same time.