Early user interviews and session recordings made one thing clear: the product was getting in the way of the process. Sales reps spent more time navigating tabs and buried actions than engaging with leads. Critical information—like contact history or deal status—was scattered across screens, often hidden behind dropdowns or modals. There was no clear hierarchy, and task flows required too many steps for even the most basic actions. This created friction, slowed productivity, and led users to rely on external spreadsheets and workarounds.