Pipedrive - Finance CRM & UX UI Design

Aftermath

Logotype

• The Pipedrive logo is based on the lowercase letter “p”, kept minimal and readable across screen sizes. Its shape fits with the structure of CRM dashboards and soft UI elements. The icon is responsive and recognizable in navigation bars, favicons, and app tiles.

Scope of Field

• Here are some points we’ve been aiming at since the very early start. We worked on improving task visibility, sales flow clarity, and user engagement across different funnel stages.
  
  We also aligned UX decisions with behavior data from real-time CRM sessions to reduce friction. This helped us identify where the biggest drop-offs occurred in user journeys.

Users Interviews

User Research

• Researching users is not complicated and must to-do task in every little/big work. The radar chart shown in the image presents insights from a User Research evaluation across 6 criteria: usefulness, operability, aesthetic, accessibility, consistency, readability.



  The graph reveals that while the current design is strong in readability and accessibility, it falls short in user-perceived usefulness and operability. These are the focus areas for enhancement based on user research insights.

Key Insights

• Current State

  Represents the system's current performance across all 6 metrics. It shows strong scores in accessibility, consistency, and readability, but weaker performance in usefulness and aesthetic.

• Target or Benchmark

  Highlights desired or ideal performance. It's more balanced and spread out, particularly stronger in Usefulness and Operability.

• Main Gap

  There’s a noticeable gap between current and desired performance in the upper part of the chart — particularly usefulness and operability — marked as the area where improvements are needed.

User Survey

• We decided to take a look inside of Pipedrive and spot any troubles inside. We reviewed Pipedrive to uncover pain points and identify opportunities for improvement based on user feedback.

Key Findings

• 24% - Create App

  Users want to see standalone tools that simplify CRM actions through automation. AI functionality was a common request to reduce repetitive tasks and support faster deal creation.

• 45% - Refresh UI

  A large portion of feedback focused on simplifying the current interface. Users pointed out unnecessary friction in multi-step actions within the deal pipeline.

• 62% - Black Theme

  Many respondents preferred dark mode as a standard, not optional, theme. It aligns with user comfort and energy-saving on mobile devices.

• 82% - Other edits

  provided suggestions on redesigning and rethinking existing elements. Users shared insights about color contrast, button hierarchy, and overall flow. Suggestions helped identify what wasn’t working and where conversion dropped in CRM stages.

User Profiles

• We’ve been loosing this phase of research for other projects, so came back to it. The team had temporarily deprioritized user profile research but recognized its importance and resumed it to guide ongoing decisions. Re-engaging with user profiling is a strategic step to ensure alignment with real user needs.

Key Insights

• 64% of respondents

  are male - the majority of users. 5% of users indicate inclusivity in gender identification.

• 54% of users

  are 45+ years old, so older adults are the largest user group and the mid-age group is the smallest segment. The product is skewing toward an older demographic, which might affect design decisions such as accessibility, readability, and simplicity.

• 51% of interviewees

  are from Italy. The user base is highly concentrated in Southern Europe, with Italy as the dominant market.

Design Code

Black Theme

• We’ve convinced the Pipedrive team to support a black theme — currently a preferred choice across SaaS interfaces. It improves focus on content, especially during long working hours. Initial testing showed higher retention among users who switched to dark mode.

Landing Page

• The website is a functional mirror of the team’s work and the CRM platform itself. It uses visual patterns from the product UI to reflect consistency and brand trust. Conversion tracking showed an 18% improvement after layout adjustments to pricing and feature sections.

Mobile App

• Refreshed as never before — the mobile version of Pipedrive Deal focuses on clarity and fewer taps to complete key actions. The interface was optimized to reduce churn in mobile interactions.
  
  Usability tests confirmed a 26% boost in session completion on the go.

Key Features

• Quick Deal View

  Users can now view pipeline stages and key deal data in one swipeable panel. This reduces time spent navigating between views and supports decision-making during calls.

• Voice-to-Note Support

  Add notes directly through voice without needing to type. This is helpful during travel or multitasking in active deal cycles.

• Smart Filters

  Users can apply pre-built filters like “Closing this week” or “No contact 7+ days” instantly. These shortcuts raised engagement by 34% in daily usage.

Result

The Finals

• The final design phase focused on clarity, retention, and reducing user drop-off across deal funnels. We tracked progress using conversion metrics, heatmaps, and user session feedback.

Key Insights

• Client Base Flow

  User onboarding completion grew by 21%, and weekly active users rose steadily. Simpler entry points in the UI led to fewer support tickets and better CSR scores.

• Transaction Per Day

  Average daily transactions increased from 430 to 570 after UX changes in the deal form. Users reported better flow due to predictive input and field auto-fill.