LocalizeHQ
LocalizeHQ is a real-estate CRM, that is mainly operated by Localize's advisors, as well as used by the agents.
The CRM allows the advisors to operate the "Hunter" service.
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This project focused on re-designing the CRM main screens and improving the user experience. It included a full UI update with new fonts, colors, grids, and buttons to unify the interface.
We also improved key features, like the 'Add New Leads' flow, added a smart feature for relevant templates based on buyer status, and introduced a 'New Email' feature for better communication between agents, advisors, and buyers.
Also, we updated the system’s copy to keep the tone consistent.
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My role: User research, UX design, UI design.
Why redesign the current CRM?
Improved buyer's data organization
The current CRM makes buyer information hard to access and scattered. There's no clear hierarchy between important and less important details. This made it difficult for advisors to work effectively.
Align to Localize new brand
The current monochrome design doesn’t reflect the new brand identity. It lacks the personality and modernity required to communicate the company’s values effectively.
Need to update the features
Some features were no longer relevant or used. We needed to re-interview advisors and update the screen to fit their current needs. The company changed its concept, so the system needed to change too.
Integrating our new Design System
While creating our new Design System, we chose to integrate it on a main page that includes a variety of components and UI elements.
Layout and design inconsistencies
The current page has a patchwork design, where additional elements were added over time without proper consideration, causing layout issues.
The UI lacks consistency in color and size, making it hard to distinguish between clickable elements and those meant for reading only.
Some features were no longer relevant or used. We needed to re-interview advisors and update the screen to fit their current needs. The company changed its concept, so the system needed to change too.
Buyer's profile
Here’s an example of a redesigned page - the Buyer Profile. Advisors use it to manage leads, with sections for chat, buyer details, current buying stage, and engagement metrics.
The previous design had issues with hard-to-find key information, irrelevant features, and and the layout was unstructured.
The previous CRM
The new CRM
While part of the Localize team, I re-designed various complex screens with a focus on improving user experience, helping users work more effectively for their clients.
Alongside implementing the new design system, we updated many screens.
Buyer's pipline
The main screen used by advisors. Here, they manage the buyers' list, view general details, filter options, and activate the 'Hunter' service.
Add new leads
The previous 'Upload Leads' screen was designed as a small pop-up with many fields. When we wanted to add more features, we faced several challenges and limitations, which didn’t allow for flexibility.
Additionally, users often complained about the flow.
We began with user research, interviews, and tracking behavior through 'FullStory.'
Task Dashboard
Advisors can manage all their tasks here. Since their performance is measured based on these tasks, redesigning this screen was essential to making their work more efficient, faster, and more accurate.
