# A more Fluent CRM

> Modernizing a mature enterprise platform, from individual design tokens to the experience of millions of people.

A familiar platform. A clearer experience.

- Client: Microsoft / Dynamics 365
- Area: Design systems
- Role: Design lead · Team of 3 designers
- Scope: Design systems · Enterprise UX · Platform strategy

## Outcomes

- **+2 pts** net satisfaction
- **−26%** form load times
- **−38%** grid load times

## Change the system, not just the surface.

Starting in 2022, I led three designers through the migration of the Unified Client Interface to Microsoft's Fluent design system. With Product and Engineering, we replaced hard-coded styling and legacy theming with a design-token foundation.

![The previous CRM interface, before the Fluent migration.](https://asapefferman.com/assets/crm-0.png)

*The previous CRM interface, before the Fluent migration.*

## A North Star, then every component.

We established a North Star across major page types, tested it with users, and translated the direction into component-level specifications. Workshops, guidance files, and templates helped partner teams modernize their own controls and pages.

![The updated grid experience using Fluent styles.](https://asapefferman.com/assets/crm-1.png)

*The updated grid experience using Fluent styles.*

## Adoption is part of the design.

A preview rollout exposed confusion between the new filled fields and legacy disabled-field styling. Targeted research and a restored disabled-state icon helped ease the transition. The case study reports improved satisfaction and faster form and grid load times.

![Detailed design-token specifications for the grid control.](https://asapefferman.com/assets/crm-12.png)

*Detailed design-token specifications for the grid control.*

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Case study by Asa Pefferman. Adapted from the original at https://www.hireasa.com/cases/updatecrm. Web version: https://asapefferman.com/projects/fluent-crm.html