Research-Driven UX Definition for a Salesforce-Based CRM
I conducted in-depth field research with Public Inquiry managers at the Israeli Planning Administration
to uncover real operational workflows, decision-making patterns, and systemic pain points.
Based on this research, I defined the full UX structure of a Salesforce-based CRM,
translating organizational needs into clear user journeys, data models, and interaction logic.
The UX work articulated what the system must enable, how users think and act,
and how information should flow across teams handling high volumes of public inquiries.
This UX definition served as the foundation for the customized Salesforce implementation.
UX Custom UX Architecture for Complex, Enterprise Systems
I actively shaped and customized the Salesforce interface to reflect the research findings —
designing inquiry types, status models, action hierarchies,
and visual UX identifiers that support speed, clarity, and accountability.
Through deliberate UX structuring and interface customization, I reduced cognitive load,
minimized ambiguity, and enabled efficient task handoffs and knowledge continuity between team members.
Selective feedback and completion indicators were designed to reinforce engagement and task completion,
while maintaining an enterprise-grade, system-oriented UX.
The defined UX led to a system that streamlines internal workflows, significantly reduces public inquiry response times,
and supports transparency across teams and between the administration and citizens.
