Lendora CRM - SaaS & UX UI Design

Strategy

Designing for efficiency and focus

User Interviews & Insights

Understanding the Advisor Workflow

• In the Lendora CRM - SaaS project, we focused on identifying user behavior patterns and pain points that affect workflow and decision-making. The research revealed a lack of integration across tools, leading to lower task efficiency and increased friction in daily operations. This impacted engagement and retention rates.

  These insights shaped the UX and UI direction for Lendora CRM, focusing on consolidating features, improving data visibility, and minimizing context switching to increase user satisfaction and task completion rate.

Major Outcomes

• 65.91% of users

  Reported using three or more tools daily to manage their tasks, indicating a fragmented workflow.

• 72.88% of respondents

  Found it difficult to keep up with real-time rate changes, highlighting a need for more accessible updates.

Problem & Solution

From Fragmented Tools to an App

• In the Lendora CRM - SaaS example, research showed that mortgage advisors were losing time switching between disconnected apps. This created delays in decision-making and lowered task efficiency. The fragmented system also increased user friction and impacted overall engagement.

  To solve this, the Lendora CRM - SaaS ui / ux focused on one main goal: streamline the daily workflow. We introduced a unified dashboard that displays real-time mortgage rates and organizes client pipelines with clear task grouping.

• Problem

  Mortgage advisors wasted hours switching between apps - slowing decisions and piling up delays.

• Solution

  We designed a centralized dashboard that combines real-time mortgage rate updates with smart grouping of client pipelines and tasks, eliminating the need for third-party tools and helping advisors stay organized, make faster decisions, and reduce workflow delays.

Problem and solution

Validating Simplicity

• Advisors faced difficulties managing tasks across multiple disconnected tools, which slowed decision-making and lowered productivity. The lack of a clear, unified interface created confusion and increased workflow friction.

  To address this, we focused on simplifying workflows with a centralized dashboard. Real-time mortgage rates and organized client pipelines helped advisors work more efficiently. This approach improved user satisfaction and boosted engagement by reducing delays and streamlining task management.

Primary Conclusions

• 84% of users

  Reported improved efficiency after using simplified workflows, reducing task completion time.

• 77% of users

  Found live dashboards helpful for faster decision-making and better data visibility.

• 84% of users

  Valued in-app community tools for easier collaboration and shared client insights.

Mobile app

Everything Advisors Need - On the Go

• User research showed that advisors needed fast access to mortgage data, performance tracking, and client tools while on the move. Existing mobile tools were fragmented, leading to lower engagement and slower task execution.

  The Lendora team designed a mobile app focused on clear navigation, real-time mortgage rate tracking, and personal performance insights. With a centralized menu, smart filters, and organized content, the app supports quicker decisions and better user flow. This improved retention, reduced CSR inquiries, and helped maintain advisor performance across devices.

Essential Discoveries

• Rates Analytics

  Track live mortgage rate changes directly in the app to support faster decisions and reduce reliance on external platforms. This feature improves advisor response time and helps maintain consistent conversion rates.

• Your Rank

  Monitor your performance compared to other advisors using simple visual metrics. The feature supports engagement, encourages progress tracking, and helps teams stay aligned on individual goals.

• Efficient Navigation

  Lendora’s interface includes a centralized menu, structured data categories, and a smart search bar with filters. This setup simplifies navigation, reduces time spent searching, and improves task efficiency across the mobile interface.

Typography & Colors

Clear Visual Hierarchy

• We used the Urbanist typeface in Light, Regular, and Medium weights. The font was selected for its clarity and flexibility across mobile and desktop screens. It supports a clear content structure without distracting from key actions or data.

  The color palette combines light blue, red, lemon yellow, black, and white. Each color serves a specific function: light blue for primary actions, red for alerts, yellow for highlights, and black and white for balance and readability. The choices aim to improve UI clarity, support accessibility, and maintain visual consistency throughout the experience.

Landing page

Streamlining Mortgage

• The landing page for Lendora project is built to show key features clearly and support quick navigation. Graphic design uses consistent branding to improve trust. The layout guides users to main actions, helping raise engagement and conversion rates.

  Lendora aims for high user satisfaction by using simple visuals, direct messaging, and easy-to-use call-to-action buttons. Clear sections present benefits and integrations to lower churn rate and increase retention.

Social Media

Extending Visibility Across Channels

• The Lendora CRM project uses a social media strategy based on simple graphic design and effective ux / ui. Posts combine blue and yellow colors to make visuals stand out and match the brand identity.

  Content highlights how Lendora CRM tracks rates and manages leads, helping users understand core features quickly. Direct messaging and structured layouts improve engagement and support higher conversion rates. This approach also increases user satisfaction and retention by making information easy to find.

Result

Boosting Performance

• Lendora shows improved workflow speed and user satisfaction through reduced tool-switching. Expanding Lendora to tablet and web supports better engagement by giving advisors flexible access to mortgage data and client pipelines. This approach helps increase retention and lower churn rate by making it easier for users to complete tasks anywhere.

Key Efficiency Gain

• 40.9% Reduction in tool-switching

  Users complete tasks in Lendora CRM without needing external tools. Integrated features reduce time spent moving between apps, improving workflow speed, user satisfaction, and engagement.

Next Iteration

Scaling the Ecosystem

• The focus is on developing the desktop dashboard for Lendora CRM project. We plan to update the graphic design system for better usability, refine UX / UI to increase user satisfaction and retention, and add smart automation to boost conversion rates. Future updates will also support easier navigation to reduce churn rate and improve CSR response time.