Our mission was to reinvent the satellite measurement ordering process, turning it into a seamless, end-to-end sales-driven CRM experience.
Based around an automation engine, our approach to a CRM centered itself around a universal job object with direct access to all stages of the sales process.
In a linear flow, it served as a reference point. In non-linear flows, it served as a hub & spoke model for monitoring related artifacts from video proposals to Quickbooks accounting for each job.
Running a design team as a player/coach required a dual focus on process and craft. I would often work as a squad designer to stand up MVP's in production, then hire a designer to own the vision going forward.
A major lesson from my journey leading the 0-1 build of our CRM platform was recognizing the critical impact of feature junction points—what I’ve come to call 'baton handoffs'.
Although our design system was key for iteration velocity and handoffs, we struggled with a lack of governance on the development side due to lack of enforcement for Storybook component contributions & governance.
Too often, the conventional squad model, which assigns designers and developers to isolated features, results in fragmented SaaS experiences where users lose momentum transitioning between modules.
As a solution, I championed a UX-driven focus at these points of intersection, ensuring we orchestrated a cohesive journey as customers threaded our point solutions together for complex, multivariate workflows.
By prioritizing the seams as much as the features themselves, we elevated the flow of the entire platform, driving engagement and satisfaction across Roofr’s customer base.
