Redesigning Atoz CRM: A Modern CRM for Tax Professionals
Improving user experience, workflow efficiency, and design consistency for Atoz Services SA’s internal CRM.
Role
Lead Product Designer
Industry
CRM | Finance | SaaS
Duration
April 2024 – January 2025
Overview
Atoz CRM is an internal tool used by Atoz Services SA, a Luxembourg-based tax firm, to manage business contacts efficiently. It centralizes all contact-related information, allowing partners, marketing teams, and assistants to view, edit, and collaborate on contacts, track interactions, and manage GDPR compliance.
This project was a redesign of the outdated "Intranet" system, which had usability challenges, an outdated UI, and limited functionality. The goal was to create a modern, user-friendly CRM that enhances efficiency and improves the daily workflows of Atoz personnel.
My Role & Collaboration
I was the sole designer on this project, joining Atoz Services SA on April 1, 2024. My responsibilities included:
Designing the UI from scratch, ensuring a modern and intuitive experience.
Creating a design system with reusable UI components, colors, and typography.
Developing interactive prototypes to communicate the user flows effectively.
Collaborating closely with developers to ensure smooth implementation.
I worked alongside:
1 Project Manager – Defined business needs and priorities.
2 Full-Stack Developers – Developed front-end and back-end functionality.
2 Senior Back-End Developers – Managed data structures and system integrations.
This collaborative effort ensured that both user needs and technical feasibility were considered at every stage.
Users & Audience
The primary users of Atoz CRM included:
Atoz Partners – High-ranking tax professionals managing and importing contacts.
Marketing Team – Responsible for validating contacts and handling GDPR compliance.
Assistants – Entered and maintained essential data for CRM entities.
IT Staff (Admins & Super Admins) – Managed system administration and user roles.
Each user group had distinct needs, which required a role-based approach to the design.
Problem Statement
The previous Intranet system was outdated and inefficient, leading to several issues:
Poor UI/UX – The interface was unintuitive, making tasks more time-consuming.
Limited Functionality – It lacked essential features for seamless contact management.
Inefficient Workflows – Users struggled with data entry, editing, and collaboration.
A redesign was necessary to enhance usability, integrate critical features, and provide a streamlined and scalable CRM solution.
Constraints & Challenges
Like any project, we faced a few key challenges:
Tight Deadline – With a launch date of January 1, 2025, we had to prioritize core features to stay on track.
Limited Development Resources – A small development team meant we had to work efficiently, using an Agile approach to optimize progress.
Stakeholder Input – Frequent feedback required multiple design iterations, sometimes impacting the initial roadmap.
User Testing Adjustments – Usability testing led to important refinements, but also required additional time for adjustments.
Despite these challenges, we successfully delivered a functional and well-designed CRM on schedule.
Design Process
1. Research & Wireframing
Began with a brief from the project manager, but requirements were initially unclear.
Created wireframes to define key layouts and workflows.
Validated wireframes with stakeholders ("métier") to refine expectations.
2. UI Design & Prototyping
Designed high-fidelity UI mockups based on confirmed wireframes.
Developed interactive prototypes in Figma to communicate design intent.
3. Design System Creation
Established a scalable design system, ensuring consistency in color palette. typography styles, and reusable UI components.
4. Development Collaboration
Worked closely with developers to ensure accurate design implementation.
Provided design QA feedback to maintain consistency between Figma designs and the final product.
5. User Testing & Refinements
Conducted usability tests to validate the design and optimize workflows.
Iterated based on real user feedback to improve the overall experience.
Outcomes & Impact
Improved UI/UX – A modern, intuitive design improved usability and reduced friction in daily tasks.
Faster Task Completion – Users completed tasks more efficiently due to optimized workflows.
Reduced Development Time by 25% – A centralized design system streamlined the development process.
Faster Design Handoffs – Standardized components enabled quicker collaboration with developers.
Smooth User Adoption – Intuitive interfaces led to high adoption rates and increased efficiency.
Positive Feedback – End users and testers praised the redesign for its usability and effectiveness.
Key Learnings
Effective Collaboration is Crucial – Working closely with developers helped balance design intent and technical feasibility.
Feature Prioritization Matters – Tight deadlines required assessing feature importance and making trade-offs when necessary.
Design QA is Essential – Overseeing implementation ensured that the final product stayed true to the original designs.
Technical Growth – Gained hands-on experience in HTML, CSS, JavaScript, TypeScript, and Angular by working closely with developers.
Conclusion
The Atoz CRM redesign successfully replaced an outdated system with a modern, user-friendly, and efficient tool. By focusing on usability, workflow efficiency, and a scalable design system, we improved the overall experience for Atoz professionals.
This project reinforced my expertise in end-to-end UI/UX design, design system creation, and cross-functional collaboration—all while balancing user needs and technical constraints.
