Edge CRM — Add Case
Redesigning a mobile case-management flow to cut cognitive load for B2B sales teams.
A rep, mid-call, on a form that fought back
Edge CRM is an AI-driven platform that helps B2B sales and support teams log, track, and resolve client cases every single day.
Field sales reps at 12 Grids open it many times a day. Often mid-client-call, in high-pressure moments where every second counts.
Every case starts on one screen: Add Case. It was the entry point of the whole flow, and where most reps gave up.
How might we?
Every step added time, effort, and doubt
By the time a rep had an answer, the client had already lost confidence.
Timing the old flow end-to-end showed how the seconds stacked up. A heuristic audit showed why.
Time to answer a client
Every step added time. ~52s from open to answer, before the redesign.
Opens app to find the case
Scrolls entire list to locate the case
Taps into individual case detail
Scans wall of data to find information
Answers the client with information
Opens app to find the case
14% slowerScrolls entire list to locate the case
22% slowerTaps into individual case detail
31% slowerScans wall of data to find information
~52 sec totalAnswers the client with information
Tracing why reps kept failing
I traced the rep's real path through the flow, step by step, to pinpoint exactly where time, effort, and confidence were lost.
The form wasn't missing features. It asked too much, too soon, with no way to tell what actually mattered.
No end in sight
Reps scrolled to the bottom to estimate effort before filling anything.
Too much asked at once
The entire form sat on a single screen.
Text field or dropdown?
Impossible to tell before tapping.
80% error rate
The same mistake, from every rep, every session.
Turning every pain point into a design direction
To translate every pain point into a concrete design direction, I worked out what to fix, what to remove, and what to rebuild.
Unstructured long form
Reps scrolled to the bottom to estimate effort before filling anything.
Convert into a 3-step flow
Clear progress improves completion confidence.
Add a step progress bar at the top so reps immediately know how much of the form remains.
Break the long form into clear sections like Overview, Case Date, and Business Details.
Add section labels at the top of each step so users always know the context of what they're filling.
Fields looked visually identical
Impossible to tell a dropdown from a text field before tapping.
Introduce clear field differentiation
Make every field say what it is.
Replace underline inputs with card-style bordered fields to show where interaction happens.
Add a chevron icon on dropdown fields so users instantly recognize selectable lists.
Validation feedback was unclear
Users refilled the entire form repeatedly.
Introduce explicit error guidance
Tell users exactly what failed and how to fix it.
Display a clear error banner at the top summarizing what needs fixing before submission.
Use specific messages like “Please add a case subject” instead of generic validation errors.
Highlight failed inputs with a distinct red border to draw attention to the problem field.
One flow, broken into steps reps could trust
The fix was clear. Stop asking for everything at once. Break the form into steps. Make every field say what it is. Pre-fill what the system already knows.
Turning decisions into a flow reps could trust
To turn those decisions into a working interface, I restructured the form, clarified the inputs, and gave reps a flow they could actually trust.
Testing the redesign with real reps
To measure whether the redesign actually reduced time, errors, and confusion, I put it in front of real reps and watched them work.
Refining the design after testing
To address the usability gaps that surfaced in testing, I refined the design once more before final handoff.
The redesigned Add Case screen
A stepped, scannable Add Case screen where structure, field types, and validation are unambiguous. A rep can log a case in under two minutes.
This case study focuses on Add Case, one screen in a three-screen redesign of Add Case, Case List, and Case Detail.