PROJECT
UX Design: CRM - Concept
From pause to progress.
October 2025 - March 2026
Explore fearless
When a system dies, that is rarely the real news. The real news is what has quietly died along with it: data quality, trust in processes, the silent conviction that it is worth reporting something at all.
At Investitionsbank Berlin, the CRM was technically finished. End of life in under two years, interfaces broken, maintenance complexity that had long since outgrown its justification. But before anything was recommended, the most obvious question came first: Do you actually need one? It sounds simple. In practice, nobody had asked it yet.
What followed was months of research work in a space that rarely researches. Questionnaires were developed and discussed with stakeholders across departments. Hypotheses were tested, validated, and turned into six core use cases that mapped real needs to real workflows. An interdisciplinary trio brought together IT, UX and domain expertise because a problem ignored for so long does not deserve a one-sided answer.
The use cases opened a second front: a market analysis and business case that answered not just whether a new CRM was needed, but which one, and what it would cost. The work did not stay within one department. Other areas came forward. The scope grew because the evidence was hard to ignore.
Empathize Holistic
Conviction does not emerge in one big moment. It emerges through repetition with growing substance. Showing up again and again in every relevant room, with data, with use cases, with a business case that does not come from gut feeling. A technical pain point became a strategic question for the entire organisation. The project is now in the application phase. That it got this far is not because the problem was new. It is because this time someone did not let it go.
