The Rockwellist Passport
UI/UX Designer and Product Management • 2025
This project contains proprietary information. Extended details on strategy and implementation are restricted to private presentations.
The Rockwellist Passport is a comprehensive CRM ecosystem designed to unify fragmented customer data across the company’s retail, residential, sales, and marketing channels. As the strategic design lead, I utilised a double diamond approach by conducting focus group discussions with the sales and marketing departments to identify the root causes of friction within their existing operations.
I synthesised these findings into targeted user stories and, together with my business developers and software developers, managed the end-to-end consolidation of siloed databases into a centralised platform integrated with Klaviyo and Oracle. By combining the gap between manual lead management and digital transformation, we transitioned the organisation from an error-prone manual operation into a high-functioning analytics engine that provides a 360-degree understanding of customer lifetime value.
My strategy focused on rectifying operational inefficiencies by replacing technical complexity with a custom-designed, user-centric workflow. I collaborated with my developers to map the organisations operational workflow, creating a service blueprint to ensure the platform served as an intuitive tool for daily tasks rather than just a database.
To ensure data integrity, I designed an interface that eliminated entry backlogs and surfaced deep behavioural insights, such as retail spending habits, for lead nurturing. To drive a successful adoption, together with the client’s marketing team, we executed a high level deployment plan that included the full transition from Oracle, departmental training, and post-launch hyper-care to monitor system health and resolve technical bugs. This shift transformed a traditional operation into a unified interface for personalised marketing and data compliant sales management.
