<aside> context: onehash had the tech, a strong crm + erp suite. but the website wasn’t doing justice to the product. the design felt cluttered, generic, and unclear. it didn’t communicate value fast enough, and the user journey had friction at every scroll.
i was brought in to sharpen the brand, simplify the UX, and build a visual system that actually matched the strength of the product underneath.
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before touching layout, i needed to understand the terrain.
i ran 1:1 interviews with early-stage founders, sales leads, and CRM switchers.
i broke down the flows of key competitors — keap, zoho, and leadsquared — and audited how they handled onboarding, positioning, and CTA strategy.
i also reviewed analytics and session recordings from the live OneHash site to understand bounce points and friction zones.
what i found:
| platform | what users liked | what frustrated them |
|---|---|---|
| zoho crm | flexible, affordable, lots of features | overwhelming ui, steep learning curve |
| leadqquared | india-friendly pricing, good support | cluttered dashboards, too many tabs |
| keap | great for automation, intuitive onboarding | pricing confusion, not built for scaling teams |
competitor audit summary (based on user interviews)
who i was designing for and what was in their way
i wasn’t guessing. i was listening.