Confidential Project. Are you a recruiter? The password will be in my resume I submitted.
Role
Responsibility
Client
Project Timeline
In late 2023, Concord Pacific sought to modernize its internal sales ecosystem to keep pace with an increasingly growing real estate market in Canada. To do so, the team used an internal CRM tool, Swift. While the existing tool was functional for basic data entry, it lacked the infrastructure and refined UX necessary for modern sales workflows.
The Objectives
The company set a number of goals, with the focus for product and marketing teams as follows:
Concentrated marketing campaign for early 2024
Centralizing the lead journey by unifying marketing and sales data into one actionable view
Improving operational velocity by cutting out the noise for agents so they could focus on closing.
The Problem
Information Density
A "wall of data" lacked the hierarchy needed to prioritize high-value leads at a glance.
Fragmented Context
Disconnected silos made it difficult for agents to see a unified history of the customer journey.
Rigid Workflows
The static infrastructure couldn't scale to handle the fast-paced nature of global sales projects.
Very early in the planning and research phase, I led workshops that bring diverse stakeholders together.
I use low-fidelity sketches and wireframes as catalysts for collaboration and meaningful discussion, focusing less on polished designs and more on sparking alignment and shared understanding in the early stages of a project.
Low fidelity sketches to help guide discussions
Interview notes synthesis with the team
Cross-functional onboarding workshop
Images are blurred for confidential reasons.
Key Outcomes & My Contribution
System-wide Refactor
Successfully updated and consolidated hundreds of outdated UI components, removing legacy debt to improve system performance.
Zero Downtime Migration
Successfully updated and consolidated hundreds of outdated UI components, removing legacy debt to improve system performance.
Scalability & Consistency
Established a refined design system that ensures a uniform experience across Concord Pacific's branding.
My Contribution
The team needed to modernize Swift to handle Concord’s growing project list without slowing down the sales floor. I led the effort to refactor the UI and infrastructure, working as the central point between Sales, Marketing, and Engineering to keep everyone aligned.
The following were my key contributions:
Components that I have refactored, built, and designed,
Our research showed that a desktop-only CRM was a major bottleneck. Since agents are constantly moving between sites and client meetings, they rely heavily on mobile. We found that agents who could update lead status instantly were significantly more likely to close the sale.
Alongside desktop experience, the team and I made it our goal to create a responsive experience on mobile for our sales team.
Left: Leads List | Middle: Dashboard Filter | Right: Sales Documentation
Results & Reflections
Reduction in lead response time
Decrease in data entry errors
Increase in mobile adoption
Reduction in UI-related Jira tickets
Faster design-to-dev implementations
Faster "Time-to-Close", allowing agents to move buyers through the contract stages more efficiently
This project was a deep dive into systems thinking, but it was also a major opportunity to grow in leadership. The most challenging aspect was managing the zero-downtime rollout to refactoring a legacy infrastructure, it taught me how to scale influence and advocate for long-term design quality in a high-stakes business environment.
"The most satisfying moments came from hearing how Swift finally felt like a partner to the sales team, rather than a hurdle they had to jump over every day."