The Mission
To modernise how CRM and design and engineering teams work together by introducing structured workflows and quality checks. The goal was to move past messy communication, making design a core partner at every stage of production to protect brand quality and work more efficiently.
Position - Head of Visual Design | Process Architect
I initiated and designed the end-to-end workflow systems that bridged the gap between creative vision and CRM execution.
My Involvement
Strategic Infrastructure (Asana).
Initiated and built the first dedicated Asana board to centralise team project progress. This system served as the single source of truth for all communications, assets, and milestones, enabling seamless collaboration across cross-functional teams.
Initiated and built the first dedicated Asana board to centralise team project progress. This system served as the single source of truth for all communications, assets, and milestones, enabling seamless collaboration across cross-functional teams.
The DSQA Framework.
Developed and implemented Design Support and Quality Assurance (DSQA). This framework established DSQA as a vital, expanded phase of the CRM lifecycle, allowing Design to be involved further and more effectively than original processes allowed.
Developed and implemented Design Support and Quality Assurance (DSQA). This framework established DSQA as a vital, expanded phase of the CRM lifecycle, allowing Design to be involved further and more effectively than original processes allowed.
Cross-Functional Governance
Established and chaired weekly CRM/Design syncs. By leveraging the Asana board alongside the Design System, I maintained clear visibility and accountability for multiple high-priority projects running concurrently.
Established and chaired weekly CRM/Design syncs. By leveraging the Asana board alongside the Design System, I maintained clear visibility and accountability for multiple high-priority projects running concurrently.
Workflow Optimisation
Integrated the Design System directly into the daily project management process, bridging the gap between creative briefs and technical builds to ensure "pixel-perfect" global communications.
Integrated the Design System directly into the daily project management process, bridging the gap between creative briefs and technical builds to ensure "pixel-perfect" global communications.
The Results & Benefits
Elevated Design Integrity.
The DSQA process ensured that every CRM build was vetted for quality and brand alignment, preventing the degradation of visual standards at scale.
The DSQA process ensured that every CRM build was vetted for quality and brand alignment, preventing the degradation of visual standards at scale.
Operational Clarity.
Centralising projects in Asana provided total visibility for stakeholders, significantly reducing feedback loops and eliminating communication silos.
Centralising projects in Asana provided total visibility for stakeholders, significantly reducing feedback loops and eliminating communication silos.
Scaled Productivity.
Chaired meetings and structured tracking enabled the team to successfully manage a high volume of global campaigns without increasing overhead or error rates.
Chaired meetings and structured tracking enabled the team to successfully manage a high volume of global campaigns without increasing overhead or error rates.
Strengthened Collaboration.
The new workflow fostered a more integrated partnership between Design and CRM, resulting in a faster, more collaborative, and more reliable production pipeline.
The new workflow fostered a more integrated partnership between Design and CRM, resulting in a faster, more collaborative, and more reliable production pipeline.
Operational Excellence: A Look Inside the Workflow.
