Understanding the Problem

Sales teams thrive on clarity, but most CRMs are bloated, overwhelming, or too focused on managerial reporting. From a rep’s perspective, it’s easy to lose track of which leads need attention, how close they are to hitting quota, or which deals actually matter.

This project started with a simple goal: design a CRM dashboard that puts the sales rep first. I wanted to build something that showed clear priorities, progress toward goals, and actionable insights — all in one glance. The result is a clean, responsive interface that balances performance tracking with deal visibility, without the clutter.

My Role & Approach

I led the frontend design and development for this dashboard, focusing on how to visualize core sales activities in a way that feels motivating, not overwhelming. I worked from mock user journeys (inspired by actual sales workflows) and broke down the interface into modular, role-aware components.

I used Next.js for structure and routing, Tailwind CSS for styling, and built the UI to be easily extendable — whether by sales reps tracking their day or managers monitoring team performance. Each card was designed to answer a key question: How am I doing? What needs my attention right now? What’s most worth following up on?

Building the Solution

The dashboard highlights quota progress, daily activity (calls, meetings, emails), incoming leads, upcoming tasks, and high-value opportunities — all surfaced in real-time. Cards like “Team Progress” and “Deals by Stage” give reps visibility into performance without needing to click into deep reports. I paid special attention to visual hierarchy, using color and spacing to emphasize urgency and level.

Interactions are kept lightweight and fast, and the layout adapts seamlessly across screen sizes. Filters, tags, and progress indicators provide quick at-a-glance understanding, supporting both speed and focus throughout the day.

Key Challenges

The hardest part was deciding what not to include. Sales dashboards often collapse under the weight of too many KPIs and disconnected charts. I focused on reducing visual noise and making every element serve a purpose — whether that was nudging follow-up, highlighting top deals, or showing how close a rep is to hitting their number.

Designing for motivation and not just metrics, was central to the experience.

The Impact

This project demonstrates how thoughtful design can reshape how salespeople engage with their tools. By surfacing the right data at the right time, the dashboard doesn’t just track progress — it drives it. Early testers found the interface intuitive and energizing, helping them stay focused and aware of what actually moves the needle.