Orion Logistics had invested heavily in a custom CRM, but only 34% of their 800-person sales team actually used it. The rest relied on spreadsheets and post-it notes. The product was functional but painfully unintuitive.
The Challenge
The existing CRM was built by engineers without user research. It had 11-step processes for simple tasks, no mobile support, and a UI that felt like it was designed in 2008. Sales reps actively avoided it, making pipeline visibility and forecasting nearly impossible for leadership.
Our Solution
We conducted a full product audit and redesign:
- User research — 30+ interviews with sales reps, managers, and VPs to map pain points and ideal workflows
- Information architecture overhaul — reduced average clicks-to-action from 11 to 3 for the most common tasks
- Design system — built a comprehensive Figma component library with 200+ components for consistent, scalable UI
- Mobile-first approach — field reps can now log calls, update opportunities, and view dashboards from their phones
- AI-assisted data entry — call recordings are automatically transcribed and key CRM fields are suggested for one-click approval
- Custom Kanban pipeline view — drag-and-drop deal stages with inline editing and real-time collaboration
Technology Stack
New React + TypeScript frontend with a GraphQL API layer. Storybook for component documentation. Figma for all design work with developer-ready handoff specs.
Results
- 91% adoption rate (up from 34%) within 60 days of launch
- 41% faster average deal cycle due to reduced friction
- 800 daily active users logging activities and updating the pipeline daily
- Sales forecast accuracy improved from 62% to 89%