B2B SaaS · CRM · PRODUCT DESIGN · GROWTH
HelloClient: CRM for service businesses
How I redesigned the core product journey, systematized CRM development, and helped increase registrations 4x.
Sole Product Designer · Desktop & Mobile Web · 2024–2026
5 000+
active users
≈4×
registration growth in one year
30+
product improvements launched
1 designer
for the entire product
ABOUT THE PROJECT
Everything a service business needs in one place
HelloClient is a B2B SaaS CRM for service businesses. It brings orders, customers, employees, inventory, finances, sales, and marketing into one system.

I owned the full user journey, from the website and registration to daily workflows, analytics, retention, and license renewal.
Scope
User journey from first visit to renewal
Responsibilities
UX/UI, research, product analytics, growth, and marketing
Team
2 Product Managers · 2–3 Developers · 2 Support Specialists
Platforms
Desktop Web и Mobile Web
CONTEXT
The product grew faster than the user experience
By the time I joined HelloClient, the product already covered the core needs of a service business. But as it grew, new features were added faster than shared flows, priorities, and interface patterns could evolve
There was no clear system for prioritizing product work
New users struggled to get started
The website showed features, but did not clearly explain the product value
Key data had to be found across different sections
Similar workflows worked differently across the product
Buying and managing licenses was too complicated
MY ROLE
Not just individual screens, but the entire user journey
I was responsible for the full user journey, from the first interaction with HelloClient to daily use and license renewal.
Discovery
Registration
Setup
Daily work
Monitoring
Retention
Renewal
My goal was to make sure users always knew what to do next at every stage.
DATA-DRIVEN DESIGN
Design decisions started before the mockups
I combined funnel data with qualitative signals: session recordings, user feedback, and prototype testing.
Funnel
Where users drop off and what affects conversion
Session recordings
How people actually use the product
User feedback
What gets in the way of their work
Business goals
What matters for product growth
Signal
Problem
Hypothesis
Prototype
Validation
Launch
Data
I created a single backlog and grouped one-off requests into broader user problems. This helped the team discuss the impact of solutions on the product, rather than individual screens.
CHAPTER 01 · GROWTH & ACTIVATION
From first visit to first order
Registration alone does not create value. Users need to understand the product, create an account, set up their workspace, and complete their first meaningful action.
01
Website
02
Registration
03
Onboarding
04
First order
WEBSITE
The website should sell outcomes, not features
The old version listed features but did not clearly explain the value for business owners. I rebuilt the messaging around the real work of a service business: orders, customers, team, inventory, and finances in one system.
Before: a list of features. After: clear product value, a real product interface, and a consistent path to sign-up.
REGISTRATION
One clear action instead of an overloaded first step
I kept only email on the first step and moved company setup until after account creation. Registration conversion increased by 15%
ONBOARDING
Onboarding should lead to a first result, not just an introduction
Instead of an abstract product tour, users complete practical steps: create their first order, configure the system, connect the mobile app, and continue learning as they work.
First order
Settings
Additional steps
Video tutorials
The new flow connected the website promise to the first useful action. Instead of landing in an empty CRM, users saw a clear path to getting started.
≈200 → ≈800 registrations per month
Over one year, registrations grew by about 4x, from ≈200 to ≈800 per month. This result was driven by the new funnel, analytics, and paid acquisition.
My contribution: the user journey, interfaces, behavior analysis, and product hypotheses. In addition to product design, I managed the marketing contractor, set up and ran ad campaigns, explored new acquisition channels, and proposed growth opportunities.
CHAPTER 02 · DAILY WORK
A CRM the team comes back
to every day
After activation, product value is defined by everyday workflows: what needs to be done, what changed in an order, who owns each task, and whether the team is working smoothly.
TASKS
Every task keeps
the full work context
I connected tasks to the order, customer, deadline, author, and assignee, so the team no longer had to reconstruct context from messages or spreadsheets.
I added statuses, deadlines, assignees, and both table and Kanban views. I also simplified the mobile version for quick task management on the go.
NOTIFICATIONS
Important updates
come to the employee
There were no in-product notifications before. I designed
a notification center that brings together important updates on orders, tasks, inventory, and calls, with direct links to the relevant item.
ACTIVE SESSIONS
All active logins under control
Users can see devices, locations, login times, and recent activity. An unfamiliar session can be ended immediately, while admins can manage employee sessions.
CHAPTER 03 · FINANCE & CONTROL
From individual transactions to a clear view of the business
Payments, invoices, and order changes should tell one connected story. I linked financial workflows to the customer, the order, and the company.
PAYMENTS
All money movements
in one place
Payments, refunds, and related transactions are collected in one section. Filters help users move from the overall picture to a specific location, payment method, or time period.
INVOICES
Invoices built into the workflow
Invoices are created from existing CRM data: users select the seller, customer, and items from the internal database, then review the final document.
  • Invoice list
    All invoices, amounts, and statuses in one place.
  • Step-by-step creation
    Seller, customer, items, and terms are completed step by step.
  • Internal database
    Saved customers, companies, products, and services can be reused without entering them again.
  • Final invoice
    The document can be reviewed, downloaded, printed, or sent directly to the customer.
ACTIVITY LOG
A history of changes
you can trust
The activity log records employee actions and helps business owners quickly understand what happened in a disputed situation: who changed what, where, and when.
ANALYTICS
From data to clear decisions
Previously, reports helped users find data but did little to explain what was happening in the business. I added key metrics, trends, comparisons, and visual highlights to show what required attention.
Below are two examples from around 10 reports I redesigned.
COMPANY OVERVIEW
The state of the company
on one screen
This report did not exist before. I brought revenue, average order value, orders, statuses, assignees, and period trends together in one view.
PRODUCTS & INVENTORY
Not just stock levels, but their impact on cash
The report shows inventory value and cost, slow-moving items, low stock, and products that need to be reordered. This helps owners see where cash is tied up and what requires action.
Around 10 reports became tools for decision-making,
not just data viewing.
CHAPTER 04 · RETENTION
Turning one-time customers into repeat customers
Service businesses needed a simple way to bring customers back without relying on a separate tool or manual spreadsheets. The solution had to work directly within the order and payment flow.
PRODUCT CHALLENGE
Connect rules, orders, and communication
I gathered feedback and defined three key needs: owners needed clear rules, employees needed bonuses to work directly inside the order flow, and customers needed a transparent balance and history
Rules
How much to earn, when bonuses can be redeemed, and how long they remain valid
Order workflow
Earn and redeem bonuses as part of the payment flow
Transparency
Show balance and bonus history in the customer profile
Communication
Automatically notify customers about balance changes
The MVP covered the full cycle: program setup, bonus use in an order, event tracking, and customer notifications
The prototype helped validate the logic before development
I tested the end-to-end flow before development: users configured the rules, checked their balance, and applied bonuses to an order.
  • Rules need to be explained with examples
  • Bonuses should be part of the payment flow, not a separate action
  • The updated balance should be visible before confirmation
  • Cancelling an order should automatically recalculate bonuses
  • Customers need a clear bonus history
PROGRAM SETUP
Complex rules explained through outcomes
The settings define how bonuses are earned, how long they remain valid, and what limits apply. A live example next to the controls shows how those rules would work on a real order.
BONUSES IN ORDERS
Earning and redeeming bonuses built into the payment flow
Employees can see the current balance, bonuses to be earned, and the amount to redeem directly in the order. Before confirming payment, the system shows both the remaining amount due and the updated bonus balance.
Earning
Recalculation
History
Adjustment
CUSTOMER PROFILE
Clear balance without
manual calculations
Current balance, upcoming expirations, and the full history of earned and redeemed bonuses are available in the customer profile. Every event is linked to a specific order.
AUTOMATED MESSAGES
The program keeps working after the order is closed
Messages keep customers informed about earned bonuses, current balance, and expiration dates. Templates and rules can be configured to match the company’s workflow.
Rule
Template
Message
RESULT
HelloClient gained its own retention tool, fully connected to sales
The loyalty program became part of the core workflow, from rule setup to payment, the customer profile, and automated communication. Businesses no longer needed to move data between the CRM, spreadsheets, and a separate marketing tool.
This was not just a standalone bonus screen, but a new end-to-end workflow built into the product
CHAPTER 05 · MONETIZATION
Renewal starts before payment
Users need to understand in advance when their trial ends, which plan fits their needs, and how the final price is calculated. I connected the renewal warning, plan selection, office count, promo code, and payment history into one flow.
Warning
Visible without blocking the workflow
Plan selection
Value first, configuration second
Confirmation
The final total is clear before redirecting to the payment provider
History
Documents remain available in the product
CHAPTER 06 · SYSTEM THINKING
Not ten separate redesigns, but one product language
To keep new sections consistent, I standardized recurring patterns for tables, filters, cards, actions, states, and responsive layouts.
  • Reports
  • Tasks
  • Payments
  • Loyalty
  • Invoices
  • Sessions
  • Notifications
  • Onboarding
30+ small and medium-sized improvements
Beyond the major features: fields, statuses, roles, locations, financial categories, search, tables, and UI states
RESULT
A connected experience instead of a collection of separate features
5 000+
active users
≈4×
registration growth in one year
30+
improvements launched
10+
product areas
FOR THE BUSINESS
Growth & monetization
Clearer license selection and renewal flows, plus a built-in retention tool.
FOR USERS
Fewer workflow breaks
Orders, tasks, notifications, payments, documents, analytics, and loyalty now work as parts of one connected system.
FOR THE PRODUCT
Systematic product development
A shared backlog, reusable patterns, a consistent validation process, and a unified experience across desktop and mobile.
These results were achieved by the whole team. My contribution focused on the user journey, product flows, interface design, behavior analytics, and prioritizing solutions.
REFLECTION
The real challenge was turning the CRM into one connected system
Working on HelloClient strengthened my systems approach to product design. Changes to the website affected registration, onboarding affected activation, reports supported better business decisions, and loyalty helped drive repeat sales.

As the sole designer, I had to keep the big picture in mind while going deep into each individual workflow.
I was not just designing screens. I was helping HelloClient become a more connected, understandable, and scalable product.
Thanks for reading the case study
If you’re looking for a product designer who can navigate complex B2B systems and take ideas from hypothesis to launch, I’d be happy to connect.
Get in touch