SaaS platform built to simplify business management
CRM
Overview
Nuvioo is a B2B SaaS platform designed to help small businesses transition from manual operations to efficient digital workflows. The goal was to build a user-friendly CRM system that simplifies customer management, sales tracking, scheduling, and team coordination—all in one adaptable, approachable, and affordable platform.
Unlike traditional enterprise CRMs that are complex and expensive, Nuvioo focuses on clarity and usability, making digital adoption seamless for business owners new to tech-driven tools.
Project Highlights
• 120+ screens designed across CRM, billing, and reporting modules
• 8+ core features designed end-to-end
• 3 UA testing rounds conducted with tracked feedback and bug fixes
• Centralized 6+ customer interaction types into a single contact view
Problem
Small businesses often operate with fragmented systems, using 4–10 different tools to manage daily operations — one for calling, one for appointments, one for payments, one for staff management, and many more. This creates a heavy mental load, constant copy-pasting of data, and manual syncing that leads to errors and lost time.
At the same time, small to mid-sized businesses struggle to find a platform that truly fits their needs. Enterprise systems are powerful but overwhelming, while lightweight tools lack the depth required to support real operations.
As a result, business owners face:
Steep learning curves and confusing interfaces.
Disjointed workflows scattered across multiple platforms.
Limited visibility into customer data, slowing decisions and causing missed opportunities.
Operational friction that makes it difficult for teams to stay organized, aligned, and efficient.
These challenges ultimately create barriers to growth and make running the business far more complicated than it needs to be.
Solution
The vision for Nuvioo CRM was to empower small business owners to manage the entire customer lifecycle—from first interaction to final payment—in one unified platform.
The design strategy focused on simplifying complex systems while preserving functionality, guided by these key objectives:
Centralize customer data into a single source of truth for actionable insights.
Reduce cognitive load through clean layouts, clear hierarchy, and intuitive interactions.
Streamline daily operations—making scheduling, follow-ups, and payments faster and easier.
Unify workflows and collaboration by combining contact management, scheduling, and communication tracking in one place.
Design for scalability so the system grows with the business without overwhelming the user.
By focusing on clarity and flow, the CRM delivers enterprise-level power through a simple, approachable design—helping small businesses stay organized, connected, and in control.
My role & responsibilites
As the Senior UX Designer, I was responsible for the end-to-end design of features and systems within the CRM. I collaborated closely with leadership, product management, development, and QA teams to conceptualize, refine, and deliver solutions.
About company
The client is an early-stage SaaS startup with a mission to empower small business owners through digital transformation. Their focus is on building an integrated suite of tools that simplifies daily operations, customer management, and staff coordination. At the time of this project, the company was in its growth phase, preparing to launch its first CRM product.
Market Research
Our research focused on understanding the needs and challenges of small to mid-sized business owners transitioning from manual processes to digital tools. Industry research shows that over 60% of small businesses still rely on spreadsheets or manual methods to manage customer information and operations, especially among first-time CRM adopters. To ground the design in real-world constraints, we combined secondary market research with internal stakeholder discussions.
Key Insights
Limited digital adoption: Studies indicate that nearly 2 out of 3 SMBs still manage customer data using spreadsheets, email inboxes, or paper-based systems, creating fragmented workflows and data silos.
Overwhelmed by complexity: Research shows that over 50% of SMBs abandon CRM tools due to feature overload and steep learning curves, especially when tools are designed for enterprise use cases.
Desire for efficiency: According to SMB productivity studies, businesses using multiple disconnected tools lose up to 20–30% of their time switching between platforms, increasing errors and slowing response times.
Budget-conscious decision-making: Cost remains a critical factor, with nearly 70% of small businesses prioritizing affordability and flexible pricing over advanced but unused features.
Need for clarity and shared visibility: Poor visibility into customer interactions is a leading cause of miscommunication, with over 40% of SMB teams reporting missed follow-ups or duplicated work due to fragmented customer data.
Persona
Design
Nuvioo CRM was proposed as a unified solution to eliminate fragmented tools and give teams a single source of truth for managing customers, communication, and revenue. The design focuses on clarity and accessibility, organizing complex data into intuitive sections that surface the most relevant information while keeping workflows efficient and easy to navigate.
Calendar system
Calendar
The calendar is the core scheduling layer of the Nuvioo CRM. It helps businesses manage their own schedules as well as staff availability in one centralized view. External calendar sync (Google and Outlook) ensures availability stays accurate and prevents double booking, without requiring users to manage multiple calendars.
Staff calendar
The team calendar provides visibility into staff availability, making it easy to assign appointments and coordinate schedules without conflicts.
Appointment system
Appointments allow users to manage all upcoming meetings in one place. From each appointment, users can access virtual meeting links or physical addresses, view related payment details, send receipts, process refunds, and collect any pending payments.
Scheduling an appointment
The scheduling form lets users select the service or product, choose the meeting channel, assign staff, and define pricing. Users can control when payments are collected—before the appointment, after completion, or as a partial payment upfront—providing flexibility across different business workflows.
Meeting link
Meeting links allow users to share or embed a booking link that customers can use to schedule appointments. The system checks availability in real time across synced calendars, time off, and existing bookings to prevent conflicts and double scheduling.
Notifications
The system sends push notifications to users for appointment updates and reminders, while customers receive email and SMS notifications to stay informed and prepared.
Sales
Deals pipeline
The deals pipeline allows users to create, organize, and track opportunities through defined stages. Deals can be tagged, assigned to staff, and monitored for progress to maintain visibility and accountability across the sales process.
Creating quotes
The CRM enables users to create quotes by adding products or services, applying custom pricing and discounts, and offering flexible payment options such as payment plans or subscriptions.
Signture in quotes
Users can request signatures on their quotes, enabling legally binding agreements. Additionally, quotes can be customized to reflect the user’s business branding for a professional and consistent look.
Creating invoices
Users can create and send invoices to request payments from customers. Invoices can be customized and branded to maintain a professional and consistent business identity.
Subscription
The CRM provides two subscription options tailored to business needs: auto-renewing subscriptions with automatic payments, and manual subscriptions managed through invoice payments.
Auto-payment subscriptions: Customers are automatically charged on a recurring basis. Manual invoice subscriptions: Businesses send invoices for each billing cycle, allowing customers to review and pay manually before the subscription continues.
Contact Management
Contact Management Hub
The Contacts screen acts as a centralized hub for all customer information and interactions. Each contact profile consolidates key details such as personal information, company data, ownership, and activity history, giving teams a complete view of the customer at a glance.
All customer touchpoints—including calls, texts, emails, notes, appointments, deals, and tickets—are organized within a single timeline.
Unified Billing and Payment
The Billing section within each contact profile brings together all financial interactions in one place. Teams can view and manage quotes, invoices, payments, subscriptions, and deal-related revenue directly from the contact record.
By centralizing payment history, the CRM ensures that sales, support, and finance teams are always aligned. This shared visibility reduces miscommunication, improves follow-ups, and helps teams make informed decisions based on real-time customer and revenue data.
Reporting
Revenue and Dashboard
Reporting screens - Revenue and Dashboard are designed in a such way that users can get an overview of their business and they can see what's working and what's not working. The flow of information follows the sales process from generating a lead to them becoming a customer to the purchase of the service, and ending in them becoming a returning customers.
Testing
I collaborated closely with my team to conduct user acceptance (UA) testing, ensuring the product met design specifications. We tracked and reported bugs using Excel sheets and ClickUp boards, maintaining clear communication to align development with the intended design.
Conclusion
Nuvioo CRM was designed as an MVP, with a focus on building a strong, scalable foundation. While the initial release includes core systems such as the calendar, appointments, sales, and payments, the product is actively expanding to include features like a shared inbox, deeper calendar integrations, form builders, and additional automation tools.
This project was my first experience designing a CRM at this scale and owning the product design end to end. Working directly with stakeholders and developers as the sole designer pushed me to think beyond individual screens and design systems that could grow over time.
If I were to approach a project of this scale again, I would invest more time upfront in planning, defining scope, and aligning on requirements before moving into execution. Gaining early clarity on how each module connects would allow for smoother iterations and more intentional design decisions.