# Pipedrive - Finance CRM & UX UI Design

URL: https://rondesignlab.com/cases/pipedrive-finance-crm-ui-ux-design

> PipeDrive revolutionizes deal management with a user-friendly CRM platform, enhancing the financial sector with innovative UI/UX design.

## Pipedrive - Finance CRM & UX UI Design

![Digital Product Development Services | UX & UI Design](https://res.cloudinary.com/ducxztw9n/image/upload/v1753790201/about_pipedrive_7db1630703.jpg)
*Digital Product Development Services | UX & UI Design*

![Screenshot of Pipedrive finance CRM UI on a tablet.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500275/screenshot_tablet_ui_eacb801b9a.webp)
*CRM Development | 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.

![Pipedrive Finance CRM UI design screenshot showing layout measurements and logos.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500277/ui_screenshot_measurements_logos_877f5c8adb.webp)
*CRM Developer | UX & UI Design*

![Smiling person from the design team for the finance CRM application case study.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500276/smiling_design_team_member_a39ff2ef2f.webp)
*Pipedrive CRM - Sales SaaS | UX & UI Design*

## 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.

![Screenshot showing the UI/UX design for a finance-focused Pipedrive CRM web application.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500267/finance_web_app_ui_dae9a8c6de.webp)
*Bespoke CRM Development | UX & UI Design*

![Screenshot of a mobile Pipedrive finance CRM interface showing a deal, owner, and status.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500271/mobile_deal_owner_status_2c7cd24dfe.webp)
*Mobile App UI Design | UX & UI Design*

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.

![Diagram screenshot illustrating flows for finance CRM software UI/UX.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500268/flows_diagram_screenshot_47b1fb4603.webp)
*Best User Experience Design Services | UX & UI Design*

![Mobile phone displays 'Pipedrive No Risk - High Potential' text, related to CRM UI/UX design.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500272/phone_no_risk_high_potential_4fdb536ad6.webp)
*User Experience Service | UX & UI Design*

## 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.

![UX Design Solutions | UX & UI Design](https://res.cloudinary.com/ducxztw9n/image/upload/v1753790390/pipedrive_user_survey_dfb55c3b27.jpg)
*UX Design Solutions | UX & UI Design*

![Screenshot of Pipedrive CRM interface, showing elements related to legal or rights within the UI design.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500275/screenshot_legal_rights_elements_f68b3c2a74.webp)
*Product Design And Development | UX & UI Design*

## 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.

![Diagram showing a finance workflow designed for Pipedrive CRM.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500267/finance_workflow_diagram_f26f502ff1.webp)
*UX Design Services | UX & UI Design*

![Two people reviewing finance CRM software UI/UX design on a laptop.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500277/team_reviewing_laptop_3c742cd7a9.webp)
*Dashboard Architecture | UX & UI Design*

### Related work in progress

- [Pipedrive](/blog/work-in-progress/pipedrive-crm-sales-deal-management-mobile-app-ux-ui-design)

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.

![Screenshot of a finance CRM software user interface.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500280/user_interface_screenshot_99eb206bc1.webp)
*Dashboard Development | UX & UI Design*

![Screenshot of the Pipedrive mobile CRM application UI showing a finance deal view.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500275/screenshot_mobile_deal_view_5c03e094e0.webp)
*Custom Mobile App Development | UX & UI Design*

## 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.

![Screenshot showing the mobile UI/UX design of a finance CRM application, likely with user or financial data.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500273/mobile_finance_crm_ui_ux_8d0bb3db89.webp)
*Web Design & Development Services | UX & UI Design*

![Graphic showing Pipedrive CRM contact details including phone and email.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500273/pipedrive_crm_contact_details_phone_email_92eb1b9c29.webp)
*Minimum Viable Product Development Consultancy | UX & UI Design*

## 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.

![Mobile screenshot of a finance CRM web application dashboard displaying key metrics.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500268/mobile_dashboard_metrics_d52a76cd76.webp)
*Finance AI | UX & UI Design*

![Person wearing shirt with text 'Hi, I'm working at Pipedrive'.](https://res.cloudinary.com/ducxztw9n/image/upload/v1752500271/person_pipedrive_shirt_6108db7bd6.webp)
*Retail CRM | UX & UI Design*

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.

> Team at Pipedrive were doing well, but co-op with Rondesignlab brought us to the new, unseen, level ever before.
>
> — Matthew Wilson, CPO at Pipedrive

## 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.

![Screenshot of a finance CRM web application dashboard featuring a meter display.](https://res.cloudinary.com/ducxztw9n/image/upload/v1753790218/dashboard_meter_display_3f225f2d40.jpg)
*AI Finance | UX & UI Design*