# CloseCRM: Case Study | Gr8r Studio

> CloseCRM: a calmer workspace for busy sales teams. How we organised leads, deals, tasks and automation into one structured CRM that reps can scan in seconds.

Source: https://gr8rstudio.com/work/closecrm

# CloseCRM: a calmer workspace for busy sales teams.

How we organised leads, deals, tasks and automation into one structured CRM that reps can scan in seconds.

Built by Gr8r for its own portfolio. Not client work.

Client

CloseCRM

Project

CRM web app and website

Platforms

Web app, desktop-first

Timeline

62 days, 3 phases

Deliverable

Dev-ready Figma + prototype

- [Product Design](https://gr8rstudio.com/services/product-design)

[Discuss your product](https://gr8rstudio.com/contact)

The problem

## Make a busy pipeline easy to read.

Reps and managers work across companies, contacts, deals, tasks and inboxes. When those live in separate places, the next action is hard to spot and records drift out of date. We framed the brief around two questions: what should a rep do next, and what does a manager need to trust the pipeline?

- 1
### Next action is buried
Priorities are split across task lists, calendars and inboxes. Before any selling starts, the rep pieces the day together by hand, and urgent work looks the same as routine work.
“Which follow-up should I do first?”
- 2
### Context is scattered
Calls, emails, meetings and notes live in different places. Reviewing a deal means opening several tabs, and handing it to a teammate means re-explaining the story.
“What happened last week?”
- 3
### Data isn't structured
When fields differ from record to record, reports need manual clean-up and automation cannot run safely. Confidence in the numbers drops, and so does adoption.
“Can I trust this pipeline number?”

Where a rep lands: the pipeline in four numbers, then what changed and what is due this week.

One record holds the story: contact details, every activity, open tasks and the company behind it.

Affinity mapping

## Eight themes from 200+ research notes.

We grouped 200+ research notes into eight themes to find where the biggest opportunities were.

- ### Lead Management

  - Leads arrive from 5+ sources
  - Duplicate contacts
  - No clear owner
- ### Pipeline Visibility

  - Stuck deals go unnoticed
  - Stages mean different things
  - No probability view
- ### Daily Workflow

  - Too many tabs
  - Manual note-taking
  - Forgotten follow-ups
- ### Communication

  - Emails outside the CRM
  - Lost call context
  - Team handoffs fail
- ### Data & Analytics

  - Reports built by hand
  - No target tracking
  - Mistrust in numbers
- ### User Experience

  - Cluttered screens
  - Slow search
  - Hard to learn
- ### Admin & Ops

  - Inconsistent fields
  - Messy imports
  - Permission confusion
- ### Automation & AI

  - Repetitive updates
  - Wants auto follow-ups
  - Needs clean data first

Grouped from the project's research notes in our Close CRM affinity map.

Information architecture

## The day's work first, insight and setup after.

The sidebar groups the product by what the rep is doing, in the same order as the app.

CloseCRM

1. Main

  - Dashboard
  - Companies
  - Contacts
  - Deals
  - Tasks
  - Meetings
2. Insight & control

  - Activities
  - Reports
  - Analytics
  - Workflows
3. Settings

  - Profile
  - Mailboxes
  - Notifications
  - Users & teams
  - Billing & plans
  - Security
  - Integrations
  - API keys & SDKs

The workflow

## One path, from login to automation.

1. 1
Start the day
The dashboard and one ranked task list show what to do next.
2. 2
Work the deal
The deal board shows stage, amount and close date on every card.
3. 3
Keep the record
Calls, emails, meetings and notes land on the contact and company.
4. 4
Automate
Workflows run the repeat work on the same structured fields.

The product

## Depth without the clutter.

Six close-ups that show how the interface handles the day's work, dense information, detail, feedback and automation.

1. Tasks
### Where the day starts: one ranked task list.
Tasks carry a due date, status, related record, contact and priority in a single row, so a rep can pick the next action without opening anything.

  1. 1Filters and saved views one click away
  2. 2Overdue status stands out in red
  3. 3Priority is a separate signal from status
  4. 4Edit, view and more on every row
2. Deals
### Where decisions happen: the deal board.
Stage, amount and estimated close date are always visible. Filters narrow the board by owner, dates or deal value, so stuck deals are easy to find and review.

  1. 1Filters grouped by ownership, time and money
  2. 2Board, list, grid and chart views
  3. 3Colour-coded stage labels
  4. 4Amount and close date on every card
3. Companies
### A dense table that still scans.
Companies show revenue, relationship status, headcount, industry and owner per row. Overflowing tags collapse, and bulk tools share one toolbar.

  1. 1Create a workflow straight from the list
  2. 2⌘K search across records
  3. 3Relationship status as a quiet chip
  4. 4Extra tags collapse into +2
4. Activities
### Context lives in the record, not the overview.
Each activity names the contact, the related record and the time. Tabs count calls, emails, meetings, tasks and notes.

  1. 1Counts per activity type
  2. 2Named contact on every card
  3. 3Linked company or deal
  4. 4Timestamped history
5. Mailboxes
### Feedback the user can trust.
Mailbox settings report sync, tracking and connection states openly, including when something is switched off.

  1. 1How syncing works, said plainly
  2. 2Tracking off shows in red
  3. 3Connection state on every mailbox
  4. 4When it last synced
6. Workflows
### The moment of real work: building a workflow.
Triggers, targets and timing sit in a side panel. The canvas reads as sentences, “When this happens… Do this”, and new steps are dragged from a block library.

  1. 1Draft until launched
  2. 2Triggers set on the left
  3. 3Plain-language steps
  4. 4Branches labelled on the canvas
  5. 5Agent steps beside standard actions

Interaction

## Trigger, transition, result.

One workflow on the canvas, step by step.

1. Trigger Run this workflow every month Enrollment criteria show how many records currently match before anything runs.
2. Transition Multi-split branch Records are routed into different paths based on conditions the user sets.
3. Result Assign manual tasks or exit The true path creates tasks for the team. The false path exits cleanly, labelled on the canvas.

Dark and light

## One design, both modes.

The same reports screen in light and dark. Drag to compare.

Light Dark

Style guide

## Typography & colours.

A near-white base, three warm and cool accents for status and charts, and Periwinkle for the brand and primary actions.

White

HEX #FAFAFA

Periwinkle

HEX #8F8EFF

- Sky Blue
HEX #8BCBFF
- Warm Amber
HEX #F9BE5A
- Warm Red
HEX #DD5A38

Inter

- Regular
- Medium
- SemiBold
- Bold

Every screen

## Every screen, straight from the file.

Final designs from the product file, with demo data.

- Analytics
- Contact record
- Meetings
- Deals
- Reports
- Profile settings

One data model

## The same structured fields connect every screen.

The same structured fields connect every screen, which is what makes reporting and automation reliable. A company carries its revenue, status, industry and owner wherever it appears.

- Company: revenue, status, industry, owner
- One set of fields on every screen
- Reports and workflows read the same fields

Outcomes

## Shipped in 62 days, ready to build.

What we delivered. Measured business results will be added only with evidence and approval.

- ### 62 days, 3 phases
From the brief to dev-ready files, across three phases.
- ### Dev-ready Figma and prototype
Final screens, components and a clickable prototype the engineers build from.
- ### A system in variables
Typography, colour and values set up as Figma variables, 144 colours among them.

## Designing a product your team will live in?

Gr8r helps teams turn complex workflows into clear products and working software.

[Discuss your product](https://gr8rstudio.com/contact)

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