The Rockwellist Passport
UI/UX Designer & Product Manager · Devbox Solutions for Rockwell Land Corporation · 2024 – Present
Some materials are shared with client permission. Interface screens have been abstracted where required. Happy to walk through the full project in a conversation.
The Rockwellist Passport is an internal CRM and data intelligence platform I designed to unify Rockwell Land Corporation's fragmented customer data across its retail, residential, sales, and marketing operations. This system consolidated over 400,000+ customer profiles into a single, actionable system for the first time.
Metrics & Impact
400K
Profiles Unified
3 → 1
Business Lines Consolidated
3 DBs
Oracle + Klaviyo + CRM
Discovery
I conducted focus group discussions with the sales and marketing teams to map their daily workflows and identify where fragmentation was costing them commercially. Through this research, I identified several critical pain points:
Invisible High-Value Segments: The most valuable customers were those engaging with both retail digital platforms and the residential portfolio, this could not be viewed as a unified profile.
Operational Inefficiency: Sales teams spent hours manually cross-referencing spreadsheets to build a single customer view.
Redundant Marketing: Lack of data synchronisation led to campaigns targeting customers who had already converted.
The resulting service blueprint became the foundation for every design decision that followed:
Design Decisions
The platform was structured around three primary views:
The unified customer profile
A dashboard displaying all incoming leads
An operations management interface for targeted outreach.
I designed the dashboard to be actionable within 30 seconds of opening ensuring that the most commercially relevant signals surfaced at the top of every profile. Integration design involved mapping data flows between Oracle and the new interface, replacing manual re-keying with automated sync protocols and a validation layer that caught inconsistencies before they entered the system. The deployment plan included a phased rollout, departmental training, and a two-week post-launch hyper-care period.
For the first time, Rockwell Land's sales and marketing teams could see their customer base as a whole, not as three separate databases stitched together with manual effort, but as 400,000 unified profiles with spending histories, behavioural signals, and cross-portfolio relationships visible in a single view. The shift from spreadsheet-driven guesswork to a live intelligence platform didn't just reduce operational overhead; it changed how the organisation understood its own customers. When a tool becomes something people actually want to open, that's when you know the design did its job.