— Case Study · 2022-2023
Dan-Mon Fairwind
Designing the enterprise CRM that runs the full sales-to-supply lifecycle for a global marine spare-parts business.
- Role
- Product Designer
- Industry
- Maritime · Spare Parts
- Platform
- Web
- Duration
- 6 months
- Team
- 15+
Context
The Invite
Dan-Mon Fairwind runs a global marine spare-parts business on a web of spreadsheets, email, and disconnected tools. They brought me in to design a single internal CRM their whole team could run the business on, from first enquiry to delivered order.
What Followed
Every enquiry, quote, purchase order, and customer lived in a different place. Sales chased quotes over email, procurement re-keyed the same data, and no one had a clear view of a deal from start to finish. As volume grew, context and margin leaked at every handoff.
The Outcome
A unified enterprise CRM covering the complete lifecycle, including opportunities, quotations, procurement, order fulfilment, and customer relationships, giving the team one connected system and a single source of truth for every deal.
My Role
I owned end-to-end design of the internal CRM, the system the entire company uses to manage the sales-to-supply lifecycle. From product discovery and workflow mapping to information architecture and interface design across every module, I shaped how the team turns enquiries into quotes, purchase orders, and delivered parts.
I worked upstream from the screens, mapping the real, messy workflow first across sales, procurement, and operations, then designing each module to mirror how the business actually runs. I built a shared pattern library so complex, data-heavy tools stayed consistent, and validated every flow with the people who use it daily.
What I Owned
With Whom
How I Worked
Product Transformation
One CRM for the entire sales lifecycle.
01 — Opportunities & Pipeline
One view of every deal in play
Enquiries used to live in inboxes with no shared status. We designed a pipeline that gives sales one view of every opportunity, from first enquiry to won or lost, with the context needed to move each deal forward.
- →
Capture every enquiry in one place, not scattered across inboxes
- →
Track each opportunity through clear pipeline stages
- →
Full context on each deal, including customer, parts, and history, at a glance
02 — Quotations
From enquiry to quote in one flow
Building a quote meant sourcing prices, then re-keying everything into a document. We designed a quotation module that turns an opportunity into a professional quote without leaving the system.
- →
Generate quotes directly from an opportunity
- →
Pull parts, pricing, and supplier data into one place
- →
Track quote status, from sent to accepted to revised, end to end
03 — Procurement & Fulfilment
From won deal to delivered order
Once a quote was accepted, procurement re-entered the same data to order from suppliers, then tracked delivery separately. We connected the whole flow so an accepted quote moves straight into supplier orders and on to the customer.
- →
Convert accepted quotes into supplier purchase orders
- →
Source and compare across multiple suppliers
- →
Track fulfilment from supplier to customer delivery
- →
Every order connected back to its original deal
04 — Customers & Accounts
The full history behind every relationship
Customer information was spread across people and files. We built account management so every relationship carries its full history, including enquiries, quotes, and orders, in one place.
- →
A single record for every customer and account
- →
Full history of enquiries, quotes, and orders per account
- →
The context to serve repeat customers faster
Opportunities, quotations, procurement & fulfilment, and accounts, all in one system.
A single CRM replaces scattered spreadsheets, email, and disconnected tools.
The full sales-to-supply journey designed, from enquiry to delivered order.
Supports sourcing, fulfilment, and delivery to customers worldwide.
Reflection
01
For internal tools, clarity and speed beat visual polish. Every extra click and re-keyed field costs the team real time and margin.
02
Mapping the real, messy workflow across sales, procurement, and ops mattered more than any single screen. The system had to mirror how the business actually runs.
03
A consistent pattern library made complex, data-heavy modules feel like one coherent product the whole team could learn quickly.
— Get in touch
Let's create
something
meaningful
Open to senior product design roles and select freelance engagements — research, UX, UI or design-systems work. If you're solving a hard problem and need someone to make it feel obvious, I'd like to hear about it.