Forex CRM
FRR Forex
3 Months
2024
FRR is a custom-built CRM for a Forex-based client, designed to manage leads, transactions, orders, and internal operations through a centralized, minimalist system—replacing spreadsheet-driven workflows with a scalable product.
The client was managing critical business data across multiple Excel sheets, making lead tracking, transaction visibility, and conversions error-prone and inefficient. As operations scaled, the lack of structure, automation, and system-level visibility became a major bottleneck.
I designed a clean, role-based CRM that centralized lead management, transaction tracking, and order workflows while preserving legacy data. The platform also enabled WhatsApp and email campaigns, basic HRMS capabilities, and a lightweight mobile experience for on-the-go tracking.
I followed a Design Thinking approach, focusing on familiarity, clarity, and scalability while transitioning users from spreadsheets to a full-fledged system.
Mapped existing Excel-based workflows into structured digital journeys
Designed intuitive CRUD flows for leads, transactions, and orders with legacy data sync
Created dashboards and log views for better operational visibility
Designed campaign flows for WhatsApp and email outreach
Defined a simplified mobile experience focused on lead and transaction tracking
Agents were managing leads across 4–6 separate Excel files simultaneously. Copy-paste errors caused duplicate leads on average 2–3 times per week per agent.
Critical constraint: Team had no prior CRM experience. Familiarity of terminology and layout with Excel was non-negotiable for adoption. Used table-first layout as the default view to mirror existing mental models.
See it in action
Attached below is a live prototype showcasing a complete end to end demo of how the actual product looks, feels and behaves. For best results, please view this on a desktop / Tablet.
Key UX Decisions
Decision: Table-first layout as default (not cards). Why: Users came from Excel — a card layout would have been a UX cliff-edge. Familiarity drove adoption over idealism.
Decision: HRMS and CRM share the same nav, not separate apps. Why: Client's ops team handles both. Splitting into two products would recreate the fragmentation problem we were solving.
Decision: WhatsApp campaign builder uses template-first approach. Why: Agents aren't copywriters. Pre-approved templates keep messages compliant and reduce the blank-page friction of composing from scratch.
Manual data entry errors
spreadsheets → structured CRM forms
Lead follow-up speed
with Campaign integration
Files to track a single lead
from Excel ecosystem to CRM
User roles designed for
Admin · Regional Manager · Sales Admin · Operations Agent · Sales
FRR successfully replaced manual spreadsheet workflows with a centralized CRM, improving data consistency and operational efficiency. The project reinforced the importance of designing familiar yet scalable systems when migrating users from legacy tools to structured digital platforms.