Repfabric was a 20-role, 12-module cloud CRM/ERP that nobody was adopting.

Sole designer. I scoped the platform down to the single persona actually driving adoption — the sales rep — and removed ~85% of legacy functionality across three iterations, in near-daily reviews with the founder.

I designed an integration layer that put the CRM where the rep already works:

· Outlook side panel surfacing CRM follow-ups inside the inbox, derived from each rep's own email activity · SPFx extension embedding the experience in the portal · PowerApps forms feeding the dashboards behind it

Scope: design. A backend engineer implemented the integration itself.

The build was live, with a Salesforce data-sync already in production. I preserved the underlying multi-role data model while navigating real backend limits, without breaking production.

· ~85% of legacy functionality removed · 12 → 4 modules consolidated · 3 iterations over 21 months (Apr 2023 – Jan 2025), live build never broke