A quick overview video of how the dashboard works.
A quick overview video of how the dashboard works.
Designing a 0→1 internal sales system to drive action, accountability, and visibility
Designing a 0→1 internal sales system to drive action, accountability, and visibility
I designed and shipped a 0→1 internal sales dashboard used daily by sales agents and managers to track leads, take actions, and monitor performance.
The project focused on replacing fragmented workflows and manual tracking with a single operational surface where lead information, follow-ups, and actions are always visible and easy to act on.
I designed and shipped a 0→1 internal sales dashboard used daily by sales agents and managers to track leads, take actions, and monitor performance.
The project focused on replacing fragmented workflows and manual tracking with a single operational surface where lead information, follow-ups, and actions are always visible and easy to act on.
Kathryn Murphy
Open
Course pitched
High intent
Call connected
Call DNP
Email :
bonniesimte@gmail.com
Phone :
+91 9404526577
Source :
Lead details
Created on
25 Oct, 2024, 07:43 PM
Quality
Workable
Course
Product management launchpad
Cohort
11
View lead page
Comments
00
Add a comment
|
Activity
Details
Emails
025
Notes
025
Tasks
025
Opportunity Log
025
Activity log
Show all activity
Type
Summary
CALL history
Show current owner’s
3 times
Call connected
2 times
Call DNP
23 Nov, 07:35 PM
Last connected
1hr 20m
Total talk time
Next call
12 Jun
Today
Could not connect with
Bonnie Simte
12 Jun, 2024
01:15 PM
-2
Note
DNP #1
Assigned to Bonnie Simte on 12 Jun, 2024
User spent 10m 3s on our website
Jun 12, 2024
01:15 PM
+2
Older
Marked as lost by Bonnie Simte on 24 May, 2024
Call connected with
Bonnie Simte
12th Jun 2024
01:15 PM
-16
3 updates
Status update:
Open
Lost
Stage update:
Prospect
Out of TG
Intent update:
None
High
Note
Thought it was a free course. Hung up after hearing the fee. Thought it was a free course. Hung up after hearing the fee.
User received this email:
Jun 12, 2024
01:15 PM
User downloaded curriculum of
Jun 12, 2024
01:15 PM
Vision
https://vision.airtribe.live/opportunity/2UQBRD----
Call connected with
26 Oct, 12:05 PM
Status
Open
Stage
Course pitched
Note
Placeholder
Next task type*
Select from dropdown
A task must be created for open opportunities.
Select date & time*
Recommended Slots
Custom schedule
Sun
Today
Mon
Tomorrow
Tue
23
Wed
24
12:30 PM
01:00 PM
1:30 PM
1:30 PM
01:00 PM
01:00 PM
1:30 PM
Custom time
Mark as priority for tasks essential to users or with strict deadlines.
Save activity
{ thumbnail 1 }
Breaking It Down: Simplifying Complexity in Sales Workflows
Kathryn Murphy
Open
Course pitched
High intent
Call connected
Call DNP
Email :
bonniesimte@gmail.com
Phone :
+91 9404526577
Source :
Lead details
Created on
25 Oct, 2024, 07:43 PM
Quality
Workable
Course
Product management launchpad
Cohort
11
View lead page
Comments
00
Add a comment
|
Activity
Details
Emails
025
Notes
025
Tasks
025
Opportunity Log
025
Activity log
Show all activity
Type
Summary
CALL history
Show current owner’s
3 times
Call connected
2 times
Call DNP
23 Nov, 07:35 PM
Last connected
1hr 20m
Total talk time
Next call
12 Jun
Today
Could not connect with
Bonnie Simte
12 Jun, 2024
01:15 PM
-2
Note
DNP #1
Assigned to Bonnie Simte on 12 Jun, 2024
User spent 10m 3s on our website
Jun 12, 2024
01:15 PM
+2
Older
Marked as lost by Bonnie Simte on 24 May, 2024
Call connected with
Bonnie Simte
12th Jun 2024
01:15 PM
-16
3 updates
Status update:
Open
Lost
Stage update:
Prospect
Out of TG
Intent update:
None
High
Note
Thought it was a free course. Hung up after hearing the fee. Thought it was a free course. Hung up after hearing the fee.
User received this email:
Jun 12, 2024
01:15 PM
User downloaded curriculum of
Jun 12, 2024
01:15 PM
Vision
https://vision.airtribe.live/opportunity/2UQBRD----
Call connected with
26 Oct, 12:05 PM
Status
Open
Stage
Course pitched
Note
Placeholder
Next task type*
Select from dropdown
A task must be created for open opportunities.
Select date & time*
Recommended Slots
Custom schedule
Sun
Today
Mon
Tomorrow
Tue
23
Wed
24
12:30 PM
01:00 PM
1:30 PM
1:30 PM
01:00 PM
01:00 PM
1:30 PM
Custom time
Mark as priority for tasks essential to users or with strict deadlines.
Save activity
{ thumbnail 1 }
Breaking It Down: Simplifying Complexity in Sales Workflows
Kathryn Murphy
Open
Course pitched
High intent
Call connected
Call DNP
Email :
bonniesimte@gmail.com
Phone :
+91 9404526577
Source :
Lead details
Created on
25 Oct, 2024, 07:43 PM
Quality
Workable
Course
Product management launchpad
Cohort
11
View lead page
Comments
00
Add a comment
|
Activity
Details
Emails
025
Notes
025
Tasks
025
Opportunity Log
025
Activity log
Show all activity
Type
Summary
CALL history
Show current owner’s
3 times
Call connected
2 times
Call DNP
23 Nov, 07:35 PM
Last connected
1hr 20m
Total talk time
Next call
12 Jun
Today
Could not connect with
Bonnie Simte
12 Jun, 2024
01:15 PM
-2
Note
DNP #1
Assigned to Bonnie Simte on 12 Jun, 2024
User spent 10m 3s on our website
Jun 12, 2024
01:15 PM
+2
Older
Marked as lost by Bonnie Simte on 24 May, 2024
Call connected with
Bonnie Simte
12th Jun 2024
01:15 PM
-16
3 updates
Status update:
Open
Lost
Stage update:
Prospect
Out of TG
Intent update:
None
High
Note
Thought it was a free course. Hung up after hearing the fee. Thought it was a free course. Hung up after hearing the fee.
User received this email:
Jun 12, 2024
01:15 PM
User downloaded curriculum of
Jun 12, 2024
01:15 PM
Vision
https://vision.airtribe.live/opportunity/2UQBRD----
Call connected with
26 Oct, 12:05 PM
Status
Open
Stage
Course pitched
Note
Placeholder
Next task type*
Select from dropdown
A task must be created for open opportunities.
Select date & time*
Recommended Slots
Custom schedule
Sun
Today
Mon
Tomorrow
Tue
23
Wed
24
12:30 PM
01:00 PM
1:30 PM
1:30 PM
01:00 PM
01:00 PM
1:30 PM
Custom time
Mark as priority for tasks essential to users or with strict deadlines.
Save activity
{ thumbnail 1 }
Breaking It Down: Simplifying Complexity in Sales Workflows
TEAM
Product Designer & Four Engineers
Product Designer & Four Engineers
MY ROLE
Qualitative Research
Conceptualization
Visual Design
Usability Testing
Qualitative Research
Conceptualization
Visual Design
Usability Testing
DURATION
1 Month (3 versioned releases)
1 Month (3 versioned releases)
The problem space
Sales teams were operating across multiple tools and spreadsheets, which made execution inconsistent and visibility unreliable.
Sales teams were operating across multiple tools and spreadsheets, which made execution inconsistent and visibility unreliable.
The core problems I was solving
Leads were tracked inconsistently across systems
Follow-ups were often missed or delayed
Agents lacked a clear, action-oriented workflow
Managers had limited real-time visibility into pipeline health
There was no structured way to support hierarchy-based access and control
This resulted in lost opportunities, weak accountability, and poor monitoring at scale.
The core problems I was solving
Leads were tracked inconsistently across systems
Follow-ups were often missed or delayed
Agents lacked a clear, action-oriented workflow
Managers had limited real-time visibility into pipeline health
There was no structured way to support hierarchy-based access and control
This resulted in lost opportunities, weak accountability, and poor monitoring at scale.
{ the current system flow }
Leads paused until manual export happened
Slow Sync
[
]
Third party crm leadsquare
[
]
google sheets
[
]
slack
[
]
payment dashboard
{ LeadSquare (CRM) }
Purpose:
The main CRM for leads, tasks, and statuses.
Breakdown:
Updates didn’t match real conversations, so it stopped being the source of truth.
Leads paused until manual export happened
Slow Sync
[
]
Third party crm leadsquare
[
]
google sheets
[
]
slack
[
]
payment dashboard
{ LeadSquare (CRM) }
Purpose:
The main CRM for leads, tasks, and statuses.
Breakdown:
Updates didn’t match real conversations, so it stopped being the source of truth.
Leads paused until manual export happened
Slow Sync
[
]
Third party crm leadsquare
[
]
google sheets
[
]
slack
[
]
payment dashboard
{ LeadSquare (CRM) }
Purpose:
The main CRM for leads, tasks, and statuses.
Breakdown:
Updates didn’t match real conversations, so it stopped being the source of truth.
What I Built
I designed a role-aware sales dashboard that centralised lead management and embedded actions directly into the workflow.
I designed a role-aware sales dashboard that centralised lead management and embedded actions directly into the workflow.
My core design principles on which designs where built
Actions should live where decisions are made
Context should never be lost while taking action
Ownership and next steps must always be visible
Different roles require different levels of control
My core design principles on which designs where built
Actions should live where decisions are made
Context should never be lost while taking action
Ownership and next steps must always be visible
Different roles require different levels of control
To move forward, we had to step back and define the how do we launch the new crm for users.
To move forward, we had to step back and define the how do we launch the new crm for users.
To move forward, we had to step back and define the how do we launch the new crm for users.
Key Design Highlights
Based on the core principles I defined early on, we planned the dashboard as a set of versioned releases, each introducing critical functionality that scaled with the sales team.
Based on the core principles I defined early on, we planned the dashboard as a set of versioned releases, each introducing critical functionality that scaled with the sales team.
V1 · Core lead workspaces
Expanded lead rows into detailed workspaces
Enabled inline task creation and follow-up logging
Introduced activity timelines for calls, notes, and updates
Centralised all key lead information to support tracking, status, and ownership
V2 · Payments and conversion workflows
Brought payment tracking directly into the dashboard
Allowed agents to monitor payment progress within the same workflow
Reduced handoffs by connecting sales actions to conversion outcomes
V3 · AI-assisted calls and first-call guidance
Added AI-generated call summaries to capture context automatically
Introduced structured call roadmaps to guide agents during first conversations
Improved TOFU quality by helping agents run clearer, more effective first calls
Iteration and feedback loop
Each version was tested with active users
Feedback from agents and managers informed subsequent iterations
New features were prioritised based on real usage patterns and observed gaps
V1 · Core lead workspaces
Expanded lead rows into detailed workspaces
Enabled inline task creation and follow-up logging
Introduced activity timelines for calls, notes, and updates
Centralised all key lead information to support tracking, status, and ownership
V2 · Payments and conversion workflows
Brought payment tracking directly into the dashboard
Allowed agents to monitor payment progress within the same workflow
Reduced handoffs by connecting sales actions to conversion outcomes
V3 · AI-assisted calls and first-call guidance
Added AI-generated call summaries to capture context automatically
Introduced structured call roadmaps to guide agents during first conversations
Improved TOFU quality by helping agents run clearer, more effective first calls
Iteration and feedback loop
Each version was tested with active users
Feedback from agents and managers informed subsequent iterations
New features were prioritised based on real usage patterns and observed gaps
Impact
The redesigned dashboard became the primary operating tool for the sales team.
The redesigned dashboard became the primary operating tool for the sales team.
Measured outcomes
2× increase in sales revenue post-launch
Improved follow-up compliance and lead ownership
Faster execution of sales actions
Stronger visibility and control for managers
Reduced reliance on manual tracking and spreadsheets
Measured outcomes
2× increase in sales revenue post-launch
Improved follow-up compliance and lead ownership
Faster execution of sales actions
Stronger visibility and control for managers
Reduced reliance on manual tracking and spreadsheets
This project is confidential
This project is confidential
This project was designed for internal teams and contains confidential details.
I’ve shared a brief overview here and would be happy to walk through the full case study in a conversation.
╌╌ END ╌╌