ANODA Discuss your product

CRM Design Services

Design the CRM your team actually keeps up to date — customer records with the whole history, pipelines that show the next step, and ownership everyone can see.

Discuss your product Explore our work
A steel robotic arm on a gantry moves one orange card into the last of a row of white ceramic pipeline bowls, each holding fewer cards.
Custom scope
Set in the service’s proposal
Designed with your team
Reps, managers and admins
Existing CRM or new
Redesign or a new product
Build-ready handoff
Flows, states and permission matrix

In short

A CRM people keep current, because it tells them what to do next.

What's included

  • Customer records and history
  • Lead and deal pipelines
  • Assignment and ownership
  • Activities and follow-ups
  • Roles and access
  • Pipeline reports

Answers you'll have before development

  • What must a rep see on one screen?
  • Which fields can finally go?
  • Who owns a lead, and when does it move?

Where it stops

CRM Development

Builds the CRM: data model, integrations, automation, migration.

CRM Design

Designs the records, pipelines and screens people work in.

Not included

  • Building or integrating the CRM
  • Conversion or revenue figures

Records, pipelines and roles, designed around the work

A CRM goes stale when its screens follow the database. CRM interface design starts from what each role does with a customer, then decides what each screen holds.

Discuss your product
  • A white ceramic record card with a graphite portrait disc in a steel stand, a row of ceramic history slips behind it, one in graphite.

    Customer records and history

    One record per customer: contacts, deals, notes and every touch in order.
  • A white ceramic board with four stage columns on steel dividers, small deal tiles in them and one graphite tile crossing between stages.

    Pipelines and stages

    Stages that match how you sell, with the next step and the blocker on every card.
  • A white ceramic padlock with a steel shackle on a ceramic base, a white key and a graphite key beside it.

    Ownership, roles and access

    Who owns a lead, who may see or change it, and how a hand-over works.
  • A white ceramic bar chart of five rounded bars on a steel baseline, one bar in graphite.

    Pipeline and team reports

    Views a manager reads in a minute, built from the data reps already enter.

You receive

  • Flows for every role
  • A field, state and permission matrix
  • UI and a clickable prototype
  • Walkthroughs with your engineers

Designed so the record is right after every call.

A CRM is only as good as what people put into it. Good CRM UI design plans for the moments data goes missing, doubles up or changes hands — not only for the tidy demo account.

Every screen is designed for

  • Duplicate contact found
  • Lead with no owner
  • Deal stuck in one stage
  • Field required to move a stage
  • Account reassigned mid-deal
  • No access to this record
  • Import with errors
  • Follow-up overdue
  • Empty pipeline for a new rep

When CRM design is the right frame

It fits when your teams run customer relationships through the product, and the data is only as good as the screens it is entered in.

  • Reps work around the CRM

    Notes live in spreadsheets and chat, and records are updated after the fact, if at all.

  • Many roles share one customer

    Sales, service, account managers and partners each need their own view of the same record.

  • The pipeline is not how you sell

    Stages, fields and hand-overs were set up once and never matched the process.

  • You are building a CRM product

    A CRM for one sector, where records and flows must be your own, not a template's.

A different starting point

Let's make the CRM worth updating

Tell us who works in it and where records go stale. We will come back with the service that fits and a realistic next step.

Discuss your product Explore our work

Scope, access and who does what

A CRM is often designed one role or pipeline at a time, through the service that suits where it is now. Its proposal sets the terms.

Scope
Per service fixed or phased, set in the proposal
Timeline
Agreed after scope, access and dependencies
Discuss your product

  1. You provide

    The CRM
    Access to the current CRM or staging with a test account per role, or screenshots and exports.
    The work
    Time with reps, managers and admins, and sample records, pipelines and reports.
    Decisions
    Someone from sales or operations who knows how deals really move, and a product owner who decides.
    Engineering
    The data model, the integrations, and what the platform lets you change.

  2. Who does what

    ANODA
    Maps each role's work with the people who do it, designs the records, pipelines, states and screens, and documents what engineering needs.
    Your team
    Gets us time with reps and access to real records, reviews each step, then builds, integrates and migrates from the old CRM.

  3. Boundaries

    Outside CRM design
    Development, CRM configuration, integrations, automation rules, data migration and user training.
    After the design
    Your team, a partner or our CRM Development team builds it. Implementation reviews are scoped separately when needed.

In the client's words

ANODA gave the advertising and CRM information a shared design structure. We appreciated the way the dashboard views were organised to support a clearer discussion of campaign data, leads and attribution without treating each as an isolated tool.

Jim Moore ROAS Rocket Read the ROAS Rocket case

Related services

Product types

Industries

Where does your CRM lose the customer's story?

Tell us who works in it, what they sell or manage, and where the records stop being true.

What do you need? *
Project budget (USD) *

What is your product, who uses it, and what would you like us to do?

    Within 15 minutes, we’ll reply with initial feedback and follow-up questions.

    Read more about CRM design

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    CRM Design: common questions

    What should we look for in a CRM design agency?

    Ask to see CRM workflows designed end to end — a lead arriving, being assigned, worked and closed — with the states around them: a duplicate, a missing owner, a deal stuck in one stage. Ask whether the team spoke to the reps and managers who use the product, how it handled dense tables and long records, and what it did on mobile. Our Clay and ROAS Rocket cases show that range, from a care team's CRM to marketing attribution.

    Our reps can't see what to do next on a record. How do we fix that and keep the customer's history?

    Put the next step and the history on the same record, in that order. The top of a record answers what happens next, who owns it and what is blocking it; the timeline below keeps every call, email, note and change of owner, filterable rather than hidden. Pipelines show the next action on each card, and a stage asks only for the fields it truly needs. We map what reps rely on today before anything moves, so the redesign keeps their shortcuts.

    Which roles and workflows does CRM UX design cover?

    Sales reps who log activity and move deals; managers who assign leads, review pipelines and coach; account and service teams who pick up a customer after the sale; partners with limited access; and administrators who manage fields, stages, imports and permissions. The workflows run from a new lead through qualification, assignment, follow-ups, hand-over and renewal, with the reports that sit on top.

    Which ANODA services fit a CRM project, and where do we start?

    It depends on where the CRM is. A UX Audit shows where the current one slows people down. Web App Design covers a CRM in the browser, Mobile App Design the rep between meetings, Dashboard Design the manager's view and Design Systems a CRM that keeps growing. UI/UX & Product Design takes a new CRM product from workflows to handoff, and CRM Development builds the result, with integrations and data migration.

    How do you handle permissions, duplicates, imports and other edge cases?

    With the flows, not after them. Every record and list is drawn for a duplicate contact, a lead with no owner, a deal stuck in a stage, a field required before a stage can change, an account reassigned mid-deal, a record you cannot open, an import with errors and an overdue follow-up. Permissions are set out in a matrix by role and by record, so engineering can check the build against it.

    What do you need from our team to start?

    Access to the current CRM or staging with a test account for each role — or screenshots and exports if it is off the shelf. Time with reps, managers and admins; sample records, pipelines and reports; a product owner who can decide; and the engineers who know the data model and every integration.

    Which CRMs have you designed?

    Ark Mortgage, a borrower portal on web and mobile — 100 unique screens on 2 platforms. Clay, a healthcare CRM for care teams, with its patient app — 342 screens and states across both products. ROAS Rocket, a CRM built around lead management and shopper profiles — 148 unique screens. Each case study opens up the record at the centre of the CRM — a loan case, a patient, a shopper — and the people who work in it.

    People work in our CRM all day. Can it be redesigned while they keep using it?

    Yes. Most CRM work starts from a product people already use: Clay's CRM was audited and redesigned as a running product. Every record, pipeline and state is drawn in your files and components, with your product team and engineers reviewing as we go.