London, UK CWG Markets CRM
CWG Markets
01 May 2026
United Kingdom
Trading
about project
Our sales teams were struggling to navigate the CRM efficiently because critical customer information was scattered across multiple screens, making daily workflows slower and more frustrating.
Michael R.
Head of Revenue Operations – CWG
Work Overview
APPROACH
Boost Retention Through Seamless Customer Experiences
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Overview
CWG CRM is a customer relationship management platform that helps sales teams manage leads, track customer interactions, and monitor deals from one centralized dashboard. It's built to simplify sales workflows, improve collaboration, and give teams quick access to the information they need.
Problem
Why users struggled with CWG CRM
Users found it difficult to complete everyday CRM tasks because the platform was complex and unintuitive. Key features were hard to locate, workflows required unnecessary steps, and the overall experience reduced confidence and long-term adoption.
Solution
How we transformed CWG CRM
We redesigned CWG CRM from the ground up to create a faster, more intuitive experience for sales teams. Every design decision focused on reducing friction, simplifying workflows, and helping users complete everyday tasks with confidence. The result was a CRM that was easier to learn, easier to navigate, and more enjoyable to use.
Process
The process behind CWG CRM
Our CWG CRM redesign process focused on understanding how sales teams actually work and where they experienced friction in the platform. We combined user research, workflow analysis, and iterative design to create a CRM experience that was simpler, faster, and easier to use every day.
Research & Discovery
We explored how sales teams use CWG CRM, identified pain points, and uncovered the reasons behind low adoption and navigation issues.
Information Architecture
We restructured the platform to make essential features easier to find and improve the overall user journey.
UI Design & Prototyping
We designed a clean, intuitive interface, built interactive prototypes, and refined the experience through continuous feedback.
Testing & Handoff
We validated the new experience with users, resolved usability issues, and prepared a complete design system for development.
Visual Design
Visual Identity & Brand Story
The CWG CRM visual identity was designed to communicate clarity, efficiency, and trust. The interface uses a modern, clean design language that helps sales teams focus on managing customers and closing deals without unnecessary distractions. The primary color palette features red as the accent color to highlight key actions and drive attention, complemented by white backgrounds for clarity, light gray surfaces for structure, dark charcoal typography for readability, and subtle blue accents to reinforce important information and interactive elements. This combination creates a professional appearance while giving the platform a distinctive identity.
Typography is built around a clean, modern poopin typeface that ensures excellent readability across dashboards, reports, and mobile screens. A consistent spacing system, reusable components, and clear visual hierarchy create a seamless experience across every part of the CRM.
The visual identity extends beyond the interface to create a cohesive product experience. Every screen follows the same design principles, helping users recognize patterns, navigate confidently, and build trust in the platform. The result is a scalable, modern CRM experience that supports productivity while reinforcing the CWG brand.
Outcomes
Measuring the impact of the CWG CRM redesign
The redesigned CWG CRM transformed a complex, difficult-to-use platform into a streamlined experience that supports sales teams throughout their daily workflows. By improving navigation, simplifying key tasks, and making important features more accessible, the redesign increased user engagement, adoption, and overall satisfaction.