2020 - 2022
My work was:
Collaboration with system analysts and product department
Research & competitor analysis
Execute all visual design from the concept phase, through wireframes to high resolution design and design system
Work closely with R&D to ensure that the implementation meets the design.
Cellcom, one of Israel’s largest telecom providers with over two million customers, was relying on a legacy CRM system that had become fragmented, inefficient, and difficult to maintain. Sales teams across both private and business sectors often needed to switch between disconnected tools to retrieve basic customer information — such as billing status, device ownership, and account history. This led to slower workflows, missed opportunities, and inconsistent service quality.
The company’s leadership made the strategic decision to decommission the expensive third-party solution and develop a responsive, web-based CRM tailored to internal needs. The goal was to streamline operations, improve access to customer data, and give sales representatives a tool that genuinely supported their day-to-day work.
As the sole UX/UI designer on the project, I was brought in to design the new system from the ground up — ensuring it would be intuitive, scalable, and aligned with both business and user goals.
To build a CRM that truly supported Cellcom’s internal teams, I started by gaining a deep understanding of their workflows and pain points. While we didn’t conduct formal user interviews, we held a series of structured meetings with representatives from the private and business sales departments, as well as key account managers. These conversations revealed daily frustrations — such as slow access to information, unclear navigation, and reliance on workarounds.
Alongside the product team and developers, I mapped out common user scenarios and internal processes to identify gaps and inefficiencies in the existing system. These insights shaped the foundation of the new experience — ensuring that every design decision was rooted in real user needs and business priorities.
Throughout this phase, I collaborated closely with system analysts and product stakeholders to align the new CRM’s structure with backend requirements while keeping the user experience central.
The outcome was a fully responsive, web-based CRM that consolidated all critical customer information into one streamlined interface. The new system featured clear navigation, modular views tailored to different user roles, and accessible, real-time data — all designed to help sales reps act faster and serve customers more effectively.
Each screen was designed with clarity and speed in mind, reducing cognitive load and eliminating unnecessary steps. I delivered wireframes, high-fidelity UI designs, and design specs, working closely with the development team to ensure smooth implementation and full responsiveness across devices.
By centralizing data and simplifying the user journey, the new CRM helped transform Cellcom’s internal operations — reducing dependence on outdated tools and giving sales teams a platform they could rely on.
Screenshots
