Led the web and mobile teams on both product and design for key shipped features.
The Challenge
Map My Customers serves sales organizations with users who have significantly different needs.
Sales leaders primarily work from a desktop, where they manage teams, performance data, customer records, and large amounts of organizational content. Field sales representatives need a faster mobile experience that helps them find customer information and complete essential tasks between appointments.
Our roadmap included several substantial additions to the CRM:
- An organization-wide file management system
- Customer-specific email threads
- A platform for creating and tracking sales goals
Each feature had to work within an established, complex CRM while supporting different roles, devices, permission levels, and organizational workflows.
My responsibility was to help the team determine what customers actually needed, turn those findings into clear product requirements, and guide the features from early discovery through shipped web and mobile experiences.
My Role
I worked across both product and design, serving as the lead designer while also helping manage delivery for the web and mobile development teams.
My responsibilities included:
- Planning and conducting customer research
- Defining feature requirements and user stories
- Mapping workflows across user roles and devices
- Prioritizing requirements with product and engineering
- Designing and prototyping web and mobile experiences
- Facilitating design reviews and implementation decisions
- Supporting sprint planning and cross-functional delivery
- Reviewing shipped work and identifying follow-up improvements
This hybrid role allowed me to connect customer evidence, product decisions, design execution, and engineering delivery throughout the development process.
Role: Lead Designer •Research: 5 customer interviews
A complete org-level file management system built for owners to manage files and salespeople to quickly access pinned files on their mobile device.
The Approach
I quickly sank my teeth in and learned everything I could about the MMC customer base, performing research in the form of video interviews with enterprise customers (~5 for each feature), surveys, and ride-alongs.
Various sales roles need a completely different experience in the CRM. Owners need a flawless desktop experience for managing bulk data, while salespeople need quick access to customer info in the field without having to fumble through too many screens.
Every design decision and research plan was created with these roles and needs in mind, along with a multitude of edge cases that needed to be considered.
Role: Lead Designer •Research: Internal
A complete email inbox thread solution for salespeople to see emails sent to specific customers from the MMC platform.
New Design Processes with AI
Using Figma Make, I was able to rapidly create frontend prototypes and use them in designs. Given my engineering background, I find designing with code comes naturally to me, and I'm excited about how quickly I can put together prototypes using these new tools.
Feature Spec + Research Plan
- Use ChatGPT agent to create scaffolding
- Create research questions and share with team for feedback
- Identify top users of feature or page in usage data
User Interviews
- Send out bulk email to approved list
- Schedule calls and create interview plan in Marvin
- Follow up for any missing data pieces
Marvin AI Research Platform
- Use Marvin to analyze interview data
- Find patterns and direction for MOSCOW
- See how it ties into and aligns with other platform research
Research-Backed Design
- Use MOSCOW for feature prioritization
- Real user answers and patterns driving features
- Less roadmap guessing, increased user satisfaction
The Impact
The team and I shipped three major features during my time at MMC (along with a ton of smaller improvements), expanding the usefulness of the web and mobile app and giving sales organizations much-needed CRM improvements.
I expanded my knowledge of CRMs, field sales, customer research processes, and mobile design. I also got to work with people from all over the world, honed my product management skills and product requirements writing, and learned more about running an agile roadmap with tight deadlines.
Role: Lead Designer •Research: 7 customer interviews
A complete Goals platform for teams to create, manage, and track sales goals + an AI generated summary for surfacing most important info.
