From tabs to intents: a before/after redesign of ReallyCRM's navigation that cut click depth in half

Design · 5 min read

ReallyCRM users complained about buried workflows and long click chains to common tasks like logging contact activity or creating a lead. Qualitative shadowing sessions (n=18) and funnel analysis showed frequent re-entry into the same workflows multiple times per day, indicating that repeatability was a core user need that the interface did not support.

The redesign introduced an intent bar and predictive quick actions based on role and recent activity. Instead of navigating to a module, users could trigger 'log call', 'create lead', or 'send proposal' from anywhere via a single keystroke or the intent bar. The team also added persistent small-form modals that preserved context and allowed fast task completion without full page transitions.

Deployment reduced average click depth from 4 to 2 for top tasks, improved task completion speed by 37%, and increased weekly active usage per seat by 9%. The article describes the design system updates—new micro-modals, intent microcopy, and accessible keyboard interactions—plus the rollout plan for training and telemetry to ensure no key flows regressed.