Case Study — 2022
Ratin
CRM
An integrated CRM that helps small businesses win more deals and create happier customers.
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Overview
The Challenge
Customer management is fundamental to organizational survival. Ratin CRM streamlines relationship management, improves follow-up, and gives small businesses insight into performance for better decisions — helping them increase retention, shorten sales cycles, lower acquisition costs, and grow revenue.
Problem Statement
Small companies need a comprehensive, integrated tool to manage customer relations, opportunities, campaigns, and tasks — and to generate accurate reports — without the complexity that makes most CRMs hard to adopt. Leads were scattered across channels and tracked in spreadsheets instead of an integrated system.
Research
Understanding the Users
Research included 2 customer-success interviews, 3 stakeholder interviews, and 15 user interviews, plus competitive mapping of pricing vs. feature complexity. Two themes stood out: complexity (small teams avoid CRMs that are hard to use) and lead dispersion (leads scattered across channels and spreadsheets).
The simplicity of the information-entry process is why small teams choose Ratin CRM.— Anna Miller — Sales Manager persona
Process
How I Worked
A research-led process, prioritized with MoSCoW so the MVP shipped the features that mattered most.
Before & After
The Transformation
Replacing scattered spreadsheets and disconnected channels with one integrated, easy-to-use system.
Before
After
Outcomes
What We Achieved
The MVP focused on contacts, opportunities, and tasks — the daily core — with customizable reports and an invoice/quote generator close behind.
Contacts, opportunities & tasks
The daily core, designed around real sales workflows.
Customizable reports
Accurate reporting without complexity, with import/export to save time.
Lucid Design System
A reusable component system that sped up iteration and kept the product consistent.
Reflection
What I Learned
Ratin CRM showed that for small businesses, ease of use is the feature. Anchoring the MVP in real workflows and a clear design system ("Lucid DS") kept the product simple while leaving room to grow.
Ease of use is the feature
For small teams, simplicity drives adoption more than feature count.
Prioritize ruthlessly
MoSCoW kept the MVP focused on what users needed first.
Gallery
Screens & Designs
