Leticia Sant'AnaLeticia Sant'AnaProduct Design · Kenlo real estate CRM
Users were bending a simple task feature into a workflow system, encoding status and ownership in free text. With no room for usability testing, I turned six months of usage data into a redesign that matches how people actually work.
01 · Context
I led a data-driven redesign of the Tasks module in a real estate CRM after analyzing six months of real usage data across web and mobile. By identifying behavioral patterns and friction points, without usability testing, we introduced clearer task states, better ownership, and improved prioritization. The result was a more intentional task workflow aligned with how users actually work.
02 · The problem
Tasks were one of the most frequently used features in the CRM, yet users struggled to understand task status, ownership, and priority, especially when managing leads over time. Users relied heavily on task descriptions to compensate for missing structure, often encoding:
“This signaled a mismatch between the product’s task model and real user behavior.”
03 · Opportunity
After nine months in production, the Tasks module had strong adoption, but limited clarity and scalability. Improving task creation and visualization meant:
04 · Data analysis
Due to a tight deadline and user availability constraints, usability testing was not feasible. Instead, we leaned into behavioral data as our primary signal. I partnered with the web product designer and data engineering to extract and analyze six months of task usage, from the Leads section (creation) and Calendar (visualization).
05 · Key insights
The vast majority of tasks, nearly half created without a description.
Rarely used, and often logging events that had already happened.
Reminders kept the default one-hour duration.
Tasks created with dates in the past, used as a log rather than a plan.
Descriptions referencing “waiting” or “in progress”.
Tasks referencing “send” or naming other teammates.
“Users were using tasks as a lightweight workflow system, without the product fully supporting that intent.”
06 · Solution
We redesigned the Tasks experience to add structure without increasing complexity. All improvements were validated for technical feasibility before handoff.
07 · Impact
While the feature was still entering development at the time of handoff, this work delivered:
08 · Takeaways
