Encore
Sales Management System
Role
Timeline
Skills
June 2024 - Present
UI/UX Designer
Product design, User Research, Wireframing, Prototyping, Usability Testing, Design System.
Sales Management System
The Sales Management System was originally built to help real estate teams track unit sales, manage client profiles, and monitor income. However, user feedback revealed that the interface was cluttered, hard to navigate, and lacked visual clarity—leading to inefficiencies and workarounds in daily workflows.
As a UI/UX Designer at Encore, I was tasked with redesigning the system to enhance data visibility, streamline navigation, and better support the distinct needs of different user roles.
Problem Statement
Encore’s sales dashboard was cluttered, hard to navigate, and lacked visual clarity—making it difficult for users to access key sales data. This led to inefficiency, inconsistent usage, and reliance on external tools. A redesign was needed to improve usability, data visibility, and support role-specific workflows.
What Wasn’t Working
Inefficient navigation for managing client and booking information.
Difficulty in quickly assessing monthly sales performance.
Lack of visual hierarchy, causing information overload.
Lack of Brand Identity
Understanding Users
To better understand the needs, goals, and frustrations of Encore’s sales team, I conducted user interviews with over 20 participants. These conversations provided valuable insight into how the platform was used on a daily basis and where it was falling short.
Visual clarity was a top priority
Need for Quick Access
Users preferred graphs, charts, and color-coded indicators over raw tables for interpreting sales performance and income trends. Visual feedback helped reduce mental effort.
Sales reps needed to access client profiles, booking details, and payment statuses multiple times a day. The existing layout required too many clicks and broke their workflow.
Different roles had different needs
Lack of Clear Data Hierarchy
Managers were focused on big-picture sales performance, while reps were more concerned with unit-level status and individual client progress. A single dashboard layout didn’t serve both effectively.
Users struggled to distinguish key metrics from supporting details. They wanted a clear visual hierarchy that prioritized high-impact data—like total sales, income, and unit status—without overwhelming the interface.
The Users
“I just want a simple way to keep track of my bookings and sales.”
Design Process
I began by mapping the user flow from sign-up to accessing the dashboard, focusing on minimizing friction for first-time users. The flow guided users through account creation and project selection, ensuring they were quickly onboarded into the relevant workspace.
Using this flow as a foundation, I created low-fidelity wireframes that explored layout and navigation. Key priorities included:
A streamlined sign-up process
A simple project selection screen to route users to the correct data
A clean dashboard layout that surfaced sales metrics, deal progress, and booking information
A sidebar navigation structure for consistency and speed
These wireframes helped define structure and hierarchy before moving into visual design.
Once the layout and flow were finalized, I designed high-fidelity prototypes in Figma to visualize the user experience end-to-end. I also incorporated insights from market research and competitor analysis to align the interface with industry standards and user expectations.
These prototypes were used for stakeholder reviews and usability testing, helping validate both interaction and visual direction.
The redesigned Encore sales dashboard significantly improved usability, task efficiency, and overall user satisfaction. By simplifying navigation, introducing clear visual hierarchy, and integrating meaningful data visualizations, the interface became a tool the sales team could rely on—rather than work around.
Based on insights from over 20 user interviews, I created a representative persona to capture the key needs, frustrations, and behaviors of Encore’s primary users. This helped keep the redesign focused on solving real problems for the sales team.
Goals
Track personal sales progress and monthly performance
Quickly access client profiles, bookings, and payment status
Monitor unit availability and deal status with minimal effort
Work efficiently while multitasking between client calls and meetings
Behaviors
Logs into the dashboard several times a day
Uses WhatsApp and spreadsheets to supplement the platform
Prefers visual summaries over raw data
Often multitasking and needs quick access to key insights
Pain Points
Priya R.
Navigating to bookings and payment info takes too many steps
Sales data is buried in dense tables with little visual structure
No clear view of deal progress or target completion
Interface feels cluttered and unaligned with daily workflow
Occupation: Sales Representative
Age: 29
Location: Hyderabad, India
Experience: 3 years in real estate sales
The Outcome
20% improvement
in usability scores based on user testing
DailyDose
25% reduction
in navigation time for key tasks
30% increase
in user satisfaction (measured via post-test surveys)
Contact
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