GGMS: Simplifying complex real estate CRM workflows

GGMS was evolving into a larger operational platform, but increasing feature complexity was slowing workflows and creating usability friction. I worked on restructuring workflows, improving usability patterns, and simplifying high-frequency CRM interactions for real estate teams.

Team structure & overview

I worked closely with the CTO and stakeholders.

Context

GGMS was expanding rapidly, but increasing feature complexity was slowing workflows and creating usability friction. Users struggled with dense interfaces, inconsistent patterns, and repetitive operational tasks across the CRM.

Research & Workflow Strategy

Conducted competitive analysis across enterprise CRM platforms like HubSpot, Sierra Interactive, and Follow Up Boss to study workflow structures, interaction density, and operational patterns. Partnered with PMs to identify high-friction workflows and prioritize usability improvements.

Solution and impact

Simplified high-frequency workflows, improved information hierarchy, and reduced interface complexity to make operational tasks faster and easier to manage. The improvements created a clearer and more scalable CRM experience while reducing cognitive load across daily operations.