Emerald — Real Estate CRM System B2B SaaS Product Design
Overview
This project focuses on designing a CRM system for real estate agents who previously relied on Excel and manual processes. The goal was to centralize data, simplify workflows, and improve efficiency in property and customer management.
The Challenge
Real estate agents were managing property data using Excel and disconnected tools, which caused: - Difficulty tracking available properties - Lack of visibility into key details (floor, size, features) - Inefficient customer management - High risk of data errors This resulted in slow workflows and reduced productivity.
The Solution
Designed a centralized CRM system that allows agents to: - Track apartment availability and status in real time - View detailed property information (size, rooms, pricing, floor plans) - Manage customer data and sales processes efficiently - Handle purchases with both cash and credit options - Match customers with suitable apartments quickly The system transforms complex data into a clear and actionable interface.
Key Results
Design
a centralized system that:
1.
Replaces manual Excel-based workflows
2.
Provides clear visibility into property data
3.
Simplifies customer and sales management
4.
Improves speed and efficiency of operations
🔥 Users & Needs
Real estate agents and sales managers handle multiple properties and customers simultaneously. They require a system that: 1. Provides fast access to structured data 2. Reduces manual work 3. Supports complex financial workflows (credit, mortgage) Efficiency and clarity are critical for their daily operations.
🔥 My Contribution
- Defined end-to-end user flows - Structured complex data into scalable dashboards - Designed wireframes and high-fidelity UI - Focused on usability and reducing cognitive load
🔥 Impact
- Reduced time spent managing property data - Improved visibility across all listings - Increased efficiency in customer handling and sales workflows
🧠 Key Insight
Centralizing data and simplifying workflows significantly improves efficiency and decision-making in B2B systems.
💥 Product Thinking
The system was designed not only as a CRM, but as a decision-support tool. By structuring property, customer, and financial data together, it enables agents to make faster and more informed decisions.
🔥 Information Architecture
System Structure The system is structured into four core modules: - Properties - Customers - Sales & Analytics - Dashboard Each module is designed to handle a specific part of the workflow while staying interconnected. 👉 UX Decision I organized the system around real-world workflows instead of features, ensuring that users can navigate based on tasks rather than system logic. 👉 Impact This structure reduces navigation complexity and helps users move seamlessly between property management, customer data, and sales processes.
🔥 User Flows
Core Flow – Property to Sale Add property Assign property details (floor, size, features) Add customer Match property to customer Complete sale (credit / guarantor) 👉 UX Decision & Trade-off I designed a linear flow to simplify complex operations, prioritizing speed and clarity over flexibility. 👉 Impact This reduces the number of steps required to complete a sale and minimizes user errors during the process.
🖥️ Key Screens & UX Decisions
📊 Dashboard (Statistics) The dashboard provides a clear overview of performance: - Apartments sold and growth metrics - Customer trends - Team performance (individual sales) - Total annual revenue (cash vs credit) 👉 UX Decisions & Trade-offs - I chose a centralized dashboard to improve visibility, sacrificing simplicity due to higher information density. - I prioritized scannability over minimalism, accepting more data on screen to enable faster decision-making.
🏠 Floor Plans & Property Details
Agents can access full property details including: - Total area and living area - Number of rooms - Price and price per m² - Floor plan visualization - Structured schedule (area, height, notes) 👉 UX Decisions & Trade-offs I transformed complex data into a structured layout, prioritizing clarity over raw data density. I chose to separate visual (floor plan) and textual data, sacrificing compactness for better readability.
🧾 Apartment Selection & Sales Flow
After selecting an apartment: - A customer form opens - Agents input buyer information - Credit/mortgage options are handled - Apartment status updates instantly 👉 UX Decisions & Trade-offs I chose a grid layout for faster scanning, sacrificing detailed visibility within each card. I designed a linear sales flow to increase speed, reducing flexibility in navigation.
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