Research

To really understand what needed fixing, I went straight to the people who use this page every day. I talked with two OFS sales reps and two members of the technology department who work inside the account overview regularly.

What I learned

• Sales reps want a snapshot. Their number one priority was having the dashboard act like a quick summary of a company. They didn’t want to scroll forever or dig through multiple tabs.

• Finding information should be instant. Reps often pull up the dashboard while on the go. If the data isn’t surfaced clearly, it slows them down.

• The tech team wanted proven patterns. One individual specifically pointed out Salesforce as something to look at. They liked how Salesforce used a clean top menu and how graphs made it easier to process information quickly.

Competitive analysis

After those conversations, I wanted to see how other businesses were tackling the same problem. I started broad, looking at common patterns across CRMs, and then narrowed my focus to the big players: Salesforce, HubSpot, and Zoho CRM, studying how each one handles their account dashboards.

• Salesforce is really strong at turning raw numbers into visuals and using cards to separate information. Their use of charts make complex data much easier to digest.

  

• HubSpot impressed me with its clean layouts and the way it groups related information. It feels simple without being bare.

  

• Zoho CRM stood out for its colorful visuals that made it easy to get a quick snapshot of key data at a glance.

  

Pulling this all together, I realized the OFS redesign had to balance Salesforce’s clarity, HubSpot’s simplicity, and Zoho’s visuals while still being tailored to the specific needs of OFS sales reps.

Goals

From my research, three goals guided the redesign:

• Clarity: Bring the most important account details to the surface right away. I used clear hierarchy, OFS brand colors, and a card based layout so reps could instantly see what mattered.

• Efficiency: Cut down on endless scrolling by adding a top navigation bar and reorganizing content into digestible cards. Each card gives a quick snapshot, with the option to dive deeper if needed.

• Engagement: Give the CRM a more modern, professional feel and a modular design system to make the page easier to scan, and more enjoyable to use.

Personas / User Stories

Ideation and early wireframes

I began with quick sketches, testing different ways the screen could be structured. I played with card sizes and layouts to see how hierarchy could guide attention and where tabs would make navigation feel natural. Looking at modern CRMs like Salesforce for inspiration, I landed on a modular card system that strikes a balance between flexibility and readability.

Mid-fidelity mockups in Figma

Next, I translated my sketches into mid-fidelity mockups in Figma. I created two variations, one tailored for dealers and one for end users, since each group prioritizes slightly different information. This helped me test how flexible the card system could be while keeping the core structure consistent.

Feedback

Before polishing, I wanted to validate the direction with real users. I demoed the mockups to members of the OFS technology team and a senior sales rep. Their feedback was invaluable:

• The tech team suggested adding more visuals like Salesforce, graphs and charts that give an instant read on performance.

• For contacts, they recommended simplifying the display. Instead of listing out every individual, just show how many people exist in each role, If users want specifics, they can still dive into the Contacts tab.

• The senior sales rep mentioned that upcoming events would be incredibly helpful to see right in the dashboard.

• CDA data felt too lengthy and cluttered. It needed a simpler, more compact treatment.

Iterating on the Redesign

Now that I had feedback, I went back into Figma and created a second round of mockups that addressed these points. The updated design included several key changes:

• Added visual graphs for both orders and opportunities to provide an instant snapshot.

• Simplified contacts into role based counts, making the section easier to scan while still useful.

• Introduced an events card so sales reps could quickly see if meetings or key dates were coming up.

• Reworked the CDA card to be shorter, color coded, and immediately highlight if any agreements were close to expiring.

• Added a link to the Customer 360 dashboard for a deeper dive.

• Updated the activity feed to show timeframes such as “Activity within last 30 days,” giving more context at a glance.

These updates made the redesign feel sharper, more useful, and more in line with what both sales reps and the technology team envisioned.

Continuing the Designs with More Screens

After refining the main dashboard, I expanded the design system across additional screens. I mocked up what each section would look like when accessed either through the top navigation or by clicking “View More” on individual cards. This ensured consistency and gave users a seamless experience moving from the high level snapshot to the deeper detail views.

Testing

Usability Testing & Results

Once the full set of screens was ready, I built an interactive prototype and ran a usability study. To keep feedback unbiased, I recruited four participants who had never used OFS CRM before, ensuring they weren’t influenced by old habits from the legacy system.

Participants completed a series of common tasks, like locating company details (“What is the address of this company?”) on both the old and redesigned versions. I measured accuracy and efficiency by timing how long each task took.

The difference was striking:

• 35% faster on average with the redesign.

• Participants consistently described the new dashboard as “clearer,” “faster,” and “easier to scan.”

• One participant even remarked, “This version is much more concise.”

Beyond the metrics, the study validated that the redesign significantly reduced cognitive load and made workflows smoother. For sales reps who use this dashboard daily, saving even a few minutes per task translates into more time for what matters most, preparing for client meetings and closing deals.

The Final Redesign

Before:

• 3+ pages of dense, hard to digest information

• No tabs or structure for quick navigation

• Visually unappealing and overwhelming

• Information buried and difficult to find

After:

• One condensed, scannable page of digestible information

• Visuals and charts that make insights easier to retain

• A sleek, modern look aligned with OFS branding and colors

• Added helpful context, like CDA expirations and upcoming events

Feedback on final design

When I shared the redesign with both the technology team and sales reps, the response was positive. The design is now in the process of being rolled out across the entire OFS employee base.

Visual Design Principles

Every design choice tied back to usability and clarity:

• Cards: Created clear separation between different types of information.

• Color coding: Made pipeline stages instantly recognizable without needing to read labels.

• Charts: Transformed raw data into insights, allowing comprehension in seconds.

• Whitespace: Used intentionally, creating breathing room without wasting space.

Future Roadmap

The redesign is a strong foundation, but there’s more to build on. Next steps include personalization. the goal is to let reps pin their most important cards and collapse the ones they don’t use.

Reflections

This project taught me that enterprise UX is about more than just clean screens, it’s about designing around real world workflows. By listening to sales reps and collaborating closely with the technology team, I learned how critical it is to tell a story with data in a way that’s fast, intuitive, and visually engaging.

It was rewarding to see how rethinking hierarchy and interaction design could have a measurable impact on productivity. More importantly, this project reinforced my passion for solving complex UX challenges that make a tangible difference in people’s daily work.

Conclusion

The OFS CRM Account Overview redesign transformed an outdated, frustrating screen into a modern, intuitive dashboard that empowers sales reps and supports business goals. Through research, iterative design, and a focus on visual clarity, the project delivered real value to the organization.

It’s a project I’m proud of, not just because it sharpened my skills in research, visual design, and enterprise UX strategy, but because it shows how thoughtful design can directly improve people’s work lives.