ICICI Bank CRM — Internal sales platform

During my 2024 co-op I worked on an internal CRM built to the customer’s specific requirements. The platform supports sales teams in managing client relationships, workflows, and data entry, with the interface and flows aligned to the customer’s operations rather than retrofitted onto an existing system.

The CRM was functional but inefficient. Users faced unclear workflows, inconsistent form behaviour, and unnecessary steps that slowed daily tasks and increased data errors.

I worked directly with the stakeholders who used the system to understand how sales team members would interact with it day to day. I deliberately avoided over-complicating the solution, building logical flows and forms that matched the real needs of operational teams and reduced confusion about how to use them.

1. 1.Simplified workflows by removing redundant steps
2. 2.Redesigned forms with clearer validation and feedback states
3. 3.Standardized interaction patterns across pages
4. 4.Iterated on designs based on stakeholder feedback
5. 5.Balanced usability improvements with enterprise constraints

Re-engineering the sales processes removed friction and improved data accuracy. It also sharpened my ability to design enterprise experiences that satisfy both the company’s requirements and the needs of the people using the system every day.

Enterprise UX often means building exactly what’s needed: clearly, consistently, and without unnecessary complexity.