Case Study — Business Software / CRM

Optimise Solutions

CRM and website redesign for a business management software provider — enhancing usability, clarifying messaging, and bringing a sharper visual identity to market.

Role

Lead UX/UI Designer

Client

Optimise Solutions

Collaboration

Lead Developer

Services

UX/UI Design · Dev · Product

4

Competitor CRM trials

2

Products redesigned

1

Brand identity retained

WordPress

Platform

Overview

About the project

I was tasked with redesigning Optimise’s main website — creating mockups and developing a new visual identity on WordPress. The approach maintained the original brand guidelines throughout while prioritising usability improvements and clearer messaging to better communicate the company’s product offering.

The engagement subsequently expanded to the company’s CRM, working alongside the lead developer to enhance usability across existing sections. Collaboration proved essential: the lead developer’s in-depth knowledge of the application allowed me to iterate ideas quickly and validate design decisions against technical constraints in real time.

Website Redesign · CRM Enhancement · UX/UI Design · WordPress Development · Competitive Research · Visual Identity

Project Gallery

Design & Development

Two products, one vision.

Product 01

Website Redesign

Complete website redesign and development on WordPress. Mockups created to establish a new visual identity before implementation, maintaining original brand guidelines while improving performance, accessibility, and feature communication. The rebranded site delivered enhanced functionality and a more compelling visual appeal.

Product 02

CRM Enhancement

UX/UI enhancement of existing CRM sections developed in close collaboration with the lead developer. Focused on improving usability and accessibility across the business management interface — transforming a functional but complex tool into a more user-friendly, accessible application for the company’s client base.

Competitor Research

Know your competition.

Signed up for free trials with four competitor CRM applications and conducted a detailed analysis of their dashboard features, user experience patterns, and usability strengths and weaknesses. Findings were documented and presented to the team and management, informing key design decisions for both the website and CRM enhancements.

While competitor research proves valuable for identifying usability patterns and inspiring feature improvements, user feedback should always take precedence — a principle that guided how insights were prioritised and applied during implementation.

Key Findings

What worked, what I’d change.

What Worked Well

“Collaboration with the lead developer was key as he already had an in-depth understanding of the CRM application and I was able to bounce ideas off him.”

Competitor analysis provided strong benchmarking for UX patterns and feature expectations. Working within the existing brand guidelines kept the visual identity coherent while still allowing meaningful improvements in clarity and usability.

What I’d Do Differently

While competitor research proves valuable, user feedback should always take precedence over competitive benchmarking. Conducting direct user testing sessions on the CRM before implementation would have surfaced usability gaps earlier and allowed more targeted design decisions grounded in actual user behaviour.

Interested in working together?

Book a free discovery call or browse more of my work below.

Book a Free Call

View All Projects