A pipeline with useful context
Deal cards show the account, owner, stage, and next step. Stage changes should follow agreed rules and retain enough context to explain why the deal moved.
CRM & sales / Original design study
Folio CRM — Sales Pipeline Workspace
A conversation with a clear next step.
A CRM interface study bringing deals, account context, conversation history, and follow-up into one workspace.
The productCRM web application
The focusSales follow-up
Our contributionProduct direction & interface design
The contextOriginal studio concept
The brief
A product with
a clear purpose.
Folio CRM is a sales workspace design study for teams managing account context and follow-up. Lilac, warm white, and deep violet give the interface a distinct but restrained identity. Pipeline cards are connected to account details, conversation history, and a next-action view, so a deal is more than a stage on a board.
Who it is for
Sales representatives, account managers, and team leads coordinating customer conversations.
The challenge
A deal pipeline can look organized while its supporting conversation and next action remain unclear. Folio CRM explores how contact history, ownership, and follow-up can stay together. The design aims to help staff understand the context of a conversation without depending on a colleague’s memory.
- Keep account context close to the deal.
- Make the next action and owner explicit.
- Show conversation history in a readable sequence.
- Support a clear handover between staff.
The experience
Useful choices.
A coherent interface.
An account view that connects the record
The account workspace organizes contacts, active deals, notes, and related activity. It distinguishes recorded information from assumptions and keeps important context accessible during follow-up.
Follow-up as a shared responsibility
The next-action list connects the task to a conversation and an owner. Overdue or incomplete items can be reviewed without implying a sale has been won or a customer contacted.
The user journey
From context
to the next action.
Review the next conversation
The representative checks the relevant account and deal context before choosing a follow-up task.
Record the useful detail
A conversation note is attached to the right record, with an understandable next action and responsibility.
Move or hand over the deal
A change of stage or owner retains the supporting context so the next person can continue the work.
Delivery thinking
The decisions
behind the screens.
Proposed implementation direction
The proposed data model would connect organizations, contacts, deals, activities, and tasks with explicit access rules.
Email, scheduling, and other integrations need clearly defined permissions and synchronization boundaries.
Import, export, duplicate handling, and account ownership should be reviewed with the receiving sales team.
A focused first scope
- Deal pipeline
- Account and contact detail
- Conversation history and tasks
- Ownership and handover patterns
What to validate
Questions a working
product must answer.
This study establishes a reviewable design direction. A production project would test the selected journey with representative users, realistic data, and agreed acceptance criteria. These questions define the next review without implying results have already been measured.
- 01Can a representative identify the next useful follow-up?
- 02Is the difference between a planned task and recorded activity clear?
- 03Can another team member understand a handed-over deal?
Have a similar product in mind?
Share your audience, the task you want to improve, and the constraints that matter. We can discuss a scope built around your own context.
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