LeadSparK - Redesign
Evolving the CRM to meet user expectations
LeadSparK - Mobile App
Context
LeadSparK is a CRM platform used by automotive dealerships, with a diverse user base across sales, management and back-office roles.
Over time, the product had become inconsistent and hard to navigate. Visual debt, fragmented interactions and growing complexity were affecting usability.
Clients also reported a feature gap compared to the previous version, leading to hesitation in adoption and friction during onboarding.
With user satisfaction declining and NPS in negative territory, improving the experience became a strategic priority, not through isolated fixes, but through a structured redesign of the platform’s UX and UI.
Client
Motork
Role
UI & UX Design
Industry
Automotive
Date
2023 - 2025
Challenge
The goal was not a complete rebrand or rebuild, but a progressive transformation of the user experience, improving usability and consistency without disrupting active workflows.
This meant addressing the product as a whole, identifying high-friction areas, reducing visual clutter, and aligning the interface to a coherent and scalable design system, all while the product remained in full use.
Design process
UX and UI audit
The redesign began with an audit informed by user feedback, stakeholder input, and internal support backlogs. I mapped the existing product to identify inconsistencies, redundant patterns, and usability bottlenecks. This process created a shared baseline that helped align priorities and guide the redesign efforts.
Design system foundation
An outdated and incomplete design system was already in place, but it couldn’t support the product’s evolution. I audited existing UI patterns and rebuilt a new design system to ensure consistency, scalability, and alignment with the redesign goals. The new foundations, including typography, spacing, color, and a full component library, enabled faster iteration, cleaner implementation, and reduced design debt.
Priority-based redesigns
We focused first on high-impact sections, the dashboard, task manager, pipeline, and calendar. Each redesign decision was grounded in user feedback, behavioral data, and product goals, ensuring that improvements were both meaningful and measurable.
Old - Negotiation detail page
New - Negotiation detail page
Old - Dashboard
New - Dashboard
Old - Calendar
New - Calendar
Feedback-driven iteration
Interactive prototypes were tested early with users to validate concepts before development. After release, we continued refining flows based on usage patterns and direct feedback, allowing us to simplify interactions and resolve edge cases quickly.
Continuous collaboration
I worked closely with developers, product managers, and support teams throughout. To ensure an optimal final outcome, I actively contributed to defining product requirements from a design perspective, including the writing of sprint cards when needed. Design decisions were vetted against technical constraints, team capacity, and real-world use, making implementation smoother and outcomes more aligned with user needs.
Results achieved
The redesign effort led to visible improvements in both perception and performance:
Positive NPS and CES results
After being consistently negative, the NPS moved into positive territory, reflecting improved satisfaction across user groups. A CES survey specifically designed to assess the new task flow also confirmed the positive impact, highlighting greater ease and efficiency in completing tasks.
Lower friction across core flows
Users reported smoother navigation and less cognitive load in daily operations.
Increased adoption of redesigned areas
Key sections like the new task flow and negotiation detail page saw higher engagement after the redesign. Initially released behind a feature flag, the new versions were requested by many clients who chose to enable them early.
Lessons learned
Designing within an active, evolving product requires clarity, restraint, and consistency. This project reinforced the importance of working incrementally, focusing on what matters most, validating through data and feedback, and building systems that make quality scalable.
Involving previously dissatisfied customers in the design process not only improved the final result, it also helped rebuild trust and strengthen relationships. Their feedback shaped key decisions and, over time, turned critics into active contributors, creating a stronger foundation for future collaboration.
More than improving how the product looked, the redesign changed how users felt about using it. And that shift had lasting impact on both user trust and business outcomes.