Making a complex product easy to understand before it existed

Context

Zertic needed a way to explain how their CRM would work to potential clients before the product was fully built.

The goal was not to design a final interface, but to visualize the product clearly enough so people could understand its value, logic, and potential.

The challenge

Explaining a complex digital product through words alone was difficult — especially for clients unfamiliar with the technical details.

The challenge was to:

• Show how the product could work

• Make abstract workflows tangible

• Support sales conversations with clear visuals

All without overpromising or locking the team into final design decisions.

My role & approach

I created conceptual screenshots that acted as a visual thinking and communication tool.

Working closely with the team, I focused on:

• Clarifying key workflows

• Highlighting what matters most to users

• Creating visuals that support conversation, not final implementation

The designs were intentionally flexible and illustrative.

The work

The work included:

• Conceptual CRM screen designs

• Visual explanations of key features

• Screens used in presentations, demos, and sales materials