Filters

This was a highly technical project requiring close coordination across mobile, web, platform, and design. A core problem I am focusing on for this case study is:
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What is the best way to show complex filter rules on mobile?

Our existing interface wasn’t scalable and had UX issues like text that was too small and too light. Many competing CRMs—like HubSpot—don’t offer advanced filtering on mobile at all. I knew supporting it well would set us apart.

Another factor I needed to consider early and often was that many users don’t choose to use our app—they’re mandated to use it by their company. That means they’re often 1) less patient and 2) frustrated when something they're familiar with changes (even if the change is for the better!).

A major design decision I faced was whether to extend the current mobile UI—or replace it.

I explored fitting AND/OR logic and grouped rules into the existing flow, trying to keep familiarity and minimize change-related friction. But after testing several iterations, it became clear the old UI couldn’t scale cleanly or be truly usable.

So I redesigned the mobile interface. The new version added inline rule editing, visually grouped logic blocks, and consistent action placement—making it easier for users to see and update their filters confidently.

In usability tests, new users picked it up quickly, and experienced users said the added flexibility was worth the learning curve. Once familiar, they appreciated how much faster it was to build what they needed—a key pain point from earlier research.

On web, I preserved stability by routing users to the advanced filters modal when inline logic might break. This avoided confusion and kept edge cases from derailing the experience.

The feature was already built when I demoed it to our Customer Success team. They raised a key usability issue: once filters were applied on mobile, it wasn’t abundantly clear how to navigate back to the map.

I had to juggle pressure to release quickly with necessary UX improvements. I kept scope focused and communicated blockers—any UX issue which impacted core flows like editing, viewing, or applying filter rules needed to be addressed.

When I asked a clarifying question, CS shared a common pattern from training calls: when unsure, users tap the “big blue button.” It gives a familiar sense of control and completion.

So I added a fixed primary CTA at the bottom of the mobile filter flow. This simple change made a big difference—helping users feel more guided through a complex task.

This redesign solved the challenge of making advanced filtering accessible and usable on mobile—something many CRMs don’t offer—and addressed UX issues that risked frustrating users who were already hesitant or pressured to adopt our app.

By enabling all customers to build complex, flexible filters on their own, I helped free up internal teams and gave users tools that truly support their workflows—whether planning routes or managing key accounts.