I designed the complete UI for this CRM. Contract work, design only.
The Challenge
Small agencies and freelancers need serious business tools. Their options:
Salesforce — Built for enterprises. Requires training just to navigate.
Zoho — Dense interfaces, nested menus. Too complex for solo operators.
HubSpot — Power user tools. Overkill for freelancers.
They needed invoicing, time tracking, proposals, support tickets — without the enterprise complexity.
Also ships white-label, so the design had to work under different brands.
Who This Was For
Salma runs a digital marketing agency in Casablanca. Just her and a part-time designer. Managing 6-8 clients at once.
She was using FreshBooks for invoices, Trello for tasks, WhatsApp for client communication. Nothing talked to each other. She'd track time manually, send proposals as PDFs, forget to bill hours.
Bigger clients started asking about "her system" — she didn't have one. Just spreadsheets and apps that don't connect.
Needed everything in one place. Professional enough for corporate clients. Simple enough to not need training.
What I Designed
Every module. Every screen.
Projects — Manage work, link tasks, invoice clients
Tasks — Assign staff, track time, add followers
Invoices & Estimates — Client-facing documents
Proposals — Sales docs for leads
Support Tickets — Helpdesk with auto-import
Time Tracking — Per-task timers, multi-staff
Expenses — Record, bill, auto-convert to invoices
CRM — Customer management, pipeline
Not an MVP. The full product.
One System, Not Eight Tools
A CRM with this many modules can feel like different products taped together.
I built a design system that holds across everything — same spacing, same typography, same component patterns. Invoicing looks like it belongs in the same app as support tickets. The goal: open any screen and know you're in the same platform.
Client-Facing Polish
Invoices and proposals get sent to customers. They needed to look professional enough that a freelancer would feel confident putting their name on it.
Clean type, smart spacing, modern without screaming "software." These aren't just internal tools — they represent the user's business.
What I'd Do Differently
Document edge cases better. Some modules have interactions that only make sense if you understand how they connect to other parts. Would have created clearer flow diagrams.
Test with actual freelancers earlier. Designed based on conversations, but hands-on testing would have caught usability issues sooner.