Project № 19
Land Rover
A CRM for UK dealerships — drag-and-drop lead management for sales teams on the showroom floor.
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A CRM for UK dealerships — drag-and-drop lead management for sales teams on the showroom floor.
In 2014 I collaborated with Lead UX Designer Ramon Delgado to build the Land Rover Dealer Portal — a CRM system for UK dealerships. My role as Lead UI Designer focused on crafting a user-friendly and visually appealing interface to modernise lead management and improve sales workflows on the showroom floor.
Dealership sales workflows had been running on legacy systems that treated leads as rows in a database, not as living relationships between a salesperson and a customer sitting in the showroom. Leads were misassigned, follow-ups were missed, and the sales team was losing the thread.
The design question was: what would it feel like to manage leads with the same directness as rearranging cards on a desk? The answer became the drag-and-drop lead dashboard — a single interactive surface with "Unassigned", "Active", and "Closed" columns, where reassigning a lead was a physical gesture, not a modal dialog.
Constraints: tight deadlines, diverse stakeholder expectations, the need to align dealership practice with JLR's central brand and data model. And a user base with limited appetite for software training — every interaction had to be obvious.
Partnered with Ramon to define the core user workflows — lead arrival, assignment, tracking, follow-up, closure — and the states the dashboard would need to express.
Designed the Lead Dashboard with three columns: Unassigned, Active, Closed. Clear statuses with deadlines for follow-ups. Drag-and-drop assignment.
Optimised the layout for both desktop and tablet, so a salesperson could use the dashboard at their desk or on the showroom floor without losing functionality.
Presented prototypes to JLR stakeholders, secured sign-off, conducted usability testing to refine the workflows before production.
Drag and drop turned lead management from a data entry task into a physical gesture. — Land Rover Dealer Portal design principle
Selected screens from the Land Rover Dealer CRM — dashboard, states, and the drag-and-drop lead management flow.
Enterprise CRM software usually gets designed for the enterprise, not the user. The Land Rover Dealer Portal worked because the design put the salesperson's hands on the wheel — drag, drop, done. Every other detail fell into place after that one decision.