2025
Sequifi
Sequifi.com
Building Consistency and Scale Across a Multi-Vertical SaaS Ecosystem
Project Overview
Sequifi is a SaaS platform empowering home-service and field teams—from Solar to Pest Control and Turf Management—to manage payroll, HR, performance, and engagement within one unified product.
The platform is positioned as the #1 HR, payroll, and performance system for home-service teams, helping businesses reduce admin hours, automate commissions, and retain their top performers.
When I joined Sequifi in January 2024 as a Senior UI/UX Designer (Full-Time), the platform was already functional and widely adopted. But its fast-paced feature growth had resulted in visual inconsistency, scattered workflows, and a lack of a unified design language.
My goal was to build structural design coherence—to unify the product experience, establish a system for scalability, and introduce new modules that deepened Sequifi’s operational capabilities.
Over 18 months (Jan 2024 – June 2025), I:
Created Sequifi’s first design system with over 10,000 documented components,
Designed new CRM and HRMS modules to simplify team management and daily logging,
Built the Arena gamification module for web and mobile,
Partnered with developers to resolve 1,000+ UI issues, and
Converted the existing SaaS into a mobile application.
My Role & Involvement
As Senior UI/UX Designer, I led Sequifi’s design evolution across its product suite—overseeing UX strategy, visual systems, and module-level delivery.
Core Responsibilities
Design System Leadership: Created Sequifi’s first comprehensive design system with 10,000+ reusable components, tokens, and documentation.
CRM Module Creation: Designed a new CRM for client tracking, pipeline visibility, and communication management.
HRMS Module Design: Built a daily-logging HRMS that improved attendance, activity tracking, and HR transparency.
Admin & Manager Module Refinement: Redesigned dashboards and workflows for clarity and faster task completion.
Gamification Platform: Designed and launched Arena a web and mobile module for competitive engagement and performance challenges.
SaaS-to-Mobile Conversion: Adapted Sequifi’s complex workflows for mobile usage.
Developer Collaboration: Resolved 1,000+ UI inconsistencies through structured QA and Figma-to-code alignment.
Problem Statement
How might we streamline Sequifi’s complex ecosystem—spanning HR, payroll, CRM, gamification, and field-team management into a consistent, scalable, and intuitive experience across industries and devices?
This meant balancing evolution and familiarity: refining what existed, building what was missing, and connecting everything through a shared design logic.
Defining the Approach
Before designing or building, I needed to understand how to evolve a live SaaS platform without destabilizing it.
My approach rested on three guiding principles:
System Over Surface – focus on structure before visuals. I aimed to solve the underlying system problem first by creating a shared design framework.
Progressive Enhancement – evolve the experience in phases to avoid friction for existing users and reduce release risk.
Design as Infrastructure – treat UX as a scalable backbone that supports engineers, PMs, and client not just the end interface.
Core Objectives
Build a systematic design foundation through a component-based library.
Introduce new functional modules (CRM and HRMS) to strengthen the product’s offering.
Standardize workflows between Admin and Manager roles.
Establish a repeatable design–development pipeline.
Ensure the product is responsive and mobile-ready for all user types.
UX Process
Sequifi’s transformation followed an iterative design process, aligned with agile development sprints.
1. UX Audit & Discovery
Conducted a comprehensive UX audit across 40+ screens.
Mapped redundancies, inconsistencies, and accessibility issues.
Documented all existing UI components and their variations.
2. User & Stakeholder Research
Interviewed internal stakeholders (product, devs, sales, HR) to identify pain points.
Gathered usage analytics and feedback from Admins and Managers.
Conducted quick usability tests to validate assumptions on flow and clarity.
3. Information Architecture
Reorganized key modules—CRM, HRMS, Payroll, Arena—into structured flows.
Created role-based navigation logic to reduce complexity for Admin and Manager dashboards.
4. Design System Creation
Developed a centralized design system with 10,000+ reusable components.
Defined typography, color, spacing, and state tokens.
Built Figma documentation for all components and patterns.
5. Collaboration & Implementation
Worked hand-in-hand with developers in sprint cycles.
Conducted weekly design QA sessions.
Fixed 1,000+ UI issues to align design and code libraries.
6. Launch & Testing
Rolled out the CRM and HRMS modules incrementally.
Tested the Arena gamification flows on web and mobile.
Gathered feedback post-launch and refined usability flows.
User Understanding
Sequifi’s users spanned multiple verticals and hierarchies—each with distinct workflows.
Research Methods
Stakeholder interviews and discovery sessions.
Heuristic evaluation across roles (Admin, Manager, HR).
Usability testing of redesigned dashboards and new modules.
Developer feedback loops for build-time friction.
Key Insights
Admins struggled with scattered data and multi-level settings.
Managers needed simplified reporting and quick access to team performance.
Developers faced redundancy in building UI without a shared library.
End users (field workers) required mobile-friendly logging with minimal steps.
These insights directly shaped the CRM, HRMS, and Design System architecture.
Personas
Low Fidelity
UX Design Decisions
Building the Design System
I created Sequifi’s first centralized design system, which became the foundation for every subsequent feature.
Over 10,000 reusable components built and documented.
Introduced color, spacing, and state tokens for scalability.
Created accessibility guidelines and standardized typography rules.
→ Result: A single visual language that unified every module and improved dev efficiency by 30%.
Designing the CRM Module
Developed the CRM module from the ground up to manage client pipelines and communication.
Dynamic filters and lead stages for better segmentation.
Integrated task tracking and conversation logs.
Designed dashboards for admins to visualize client engagement.
→ Result: Managers gained real-time clarity over sales performance and team follow-ups.
Creating the HRMS (Daily Logging)
Designed the HRMS module to streamline daily employee check-ins, attendance, and work tracking.
Mobile-first daily logging flow with quick-action cards.
Admin view for daily summaries and performance analytics.
→ Result: Improved employee accountability and reduced HR admin hours.
Refining the Admin & Manager Experience
Reworked both dashboards to align structurally while serving different needs.
Simplified navigation and reduced redundant filters.
Introduced hierarchy-focused layouts for quick scanning.
→ Result: Clearer separation of duties while maintaining familiarity across roles.
Designing the Gamification Platform (Arena)
Created Arena, Sequifi’s gamified engagement module for corporate and team-level challenges.
Eight competitive formats designed (Battle, Ladder, Survivor, Bracket, etc.).
Web and mobile parity ensured through responsive component variants.
→ Result: Enhanced employee engagement through interactive, measurable performance challenges.
SaaS-to-Mobile Conversion & Developer Collaboration
Adapted the entire web experience into a mobile platform while ensuring component consistency.
Conducted QA across every module for design parity.
Fixed 1,000+ UI issues with developers via structured sprints.
→ Result: Unified experience across devices and improved long-term maintainability.
Solution
The Sequifi ecosystem evolved into a system-led, role-friendly, and mobile-responsive platform.
Each module now aligned visually, structurally, and behaviorally under one consistent design framework.
Core Achievements:
Unified experience across HRMS, CRM, Arena, Admin, and Manager modules.
10,000+ reusable components accelerating releases.
Enhanced employee engagement via gamification.
Standardized workflows reducing support overhead.
Foundation established for new vertical expansion.
Results
The outcomes of this 18-month evolution were both measurable and cultural. Sequifi’s design maturity shifted from fragmented to system-driven, visibly improving collaboration, speed, and user engagement across the platform.
1,000+ UI issues resolved, restoring design consistency across every module.
30% faster developer delivery, driven by a unified component library and clearer handoff standards.
Seamless cross-platform parity, ensuring the same experience across web and mobile.
Strong adoption of new CRM and HRMS modules, now core to daily business operations.
Noticeable lift in user engagement, fueled by the success of the Arena gamification platform.
Recognized internally as a design-led turning point, setting a new benchmark for Sequifi’s product development culture.
Learnings
Designing for Sequifi taught me that true scalability comes from structure, not surface polish.
Working on an evolving SaaS product meant building tools for teams, not just interfaces for users.
Reflections
Design systems are cultural assets they align vision and execution.
Functional depth (CRM, HRMS) delivers long-term adoption when designed around real workflows.
Developer empathy is key to sustaining design quality beyond handoff.
Between January 2024 and June 2025, Sequifi matured from a functional SaaS platform into a cohesive, scalable design ecosystem—built for growth, designed for people.
