Role
Product Designer
A territory-driven B2B sales and outreach CRM — managing the full pipeline from lead import and email sequencing through cold outreach, active leads, deal management and client land-and-expand.
A full B2B sales CRM built for Joseph Group — 8 countries, 7 industries, data import through deals won. I followed the same four stages: ideation, design system, screen generation, refinement.
Gathered requirements directly from stakeholders — workflows, edge cases, domain terminology — and consolidated everything into a single living markdown brief.
Built a brand-aligned design system from scratch — tokens, typography, components, states — so every screen that followed would feel cohesive.
Used the brief and the design system together to generate the full breadth of screens as interactive HTML prototypes.
Walked through each screen with the team, surfaced issues, refined flows and tightened the visual language until every view was production-ready.
JES-Leads CRM manages the full B2B sales and outreach pipeline for Joseph Group across the UAE, Saudi Arabia, Qatar, Bahrain, Oman, Kuwait, Netherlands and Germany — targeting Technology, Finance, Healthcare, Retail, Manufacturing, Energy and Telecom.
The sales team was juggling CSV lists, email tools, spreadsheets and manual cold-call tracking with no single pipeline. No sequence engine, no territory-aware routing, no unified view of leads, deals or client relationships — and no way for managers to see rep performance without chasing exports.
One CRM built as five modules that flow left-to-right: Data Management → Outreach (4-step sequence engine) → Active Leads kanban → Sales deals pipeline → Client management for land-and-expand. Every view is filtered by territory, role and status.
Four user roles — Sales Manager (oversight), Sales Rep (territory execution), Data Manager (data pipeline), Admin (system) — each with a tailored sidebar, dashboard and data scope enforced by the rep assignment table.
Reps get a clear daily activity list and build-list workflow instead of a cold spreadsheet. Managers get live pipeline value, win rate and graduation rate dashboards. Clients become reusable assets via land-and-expand, and outreach is compliance-aware with email block lists and auto-blocking for existing clients.
Senior sales role — sees everything across territories, monitors dashboards, responds to escalation Pending Actions, and has fallback permissions for reassignments and stuck leads.
Individual contributor — works assigned territory across Outreach, Active Leads, Sales and Clients. Runs daily Build List activities, books meetings, closes deals.
Owns the Data Management module — imports leads via CSV, runs verification via Reon + NeverBounce, routes leads to Instantly campaigns, classifies replies and manages block lists.
Superuser — manages users, rep assignments, territories, system settings and cross-module read visibility. Also runs client master management.
Entry point to the CRM.
System-wide admin views — the CEO-level cross-territory lens over the whole pipeline.
Oversight role — full visibility across territories, reps and deals with fallback permissions for escalations.
The daily driver — territory-scoped views for working leads, booking meetings and closing deals.
Owns the data pipeline — import, verification, campaign dispatch, reply handling and block-list governance.