A centralized system designed to unify customer intelligence across Homeville’s portfolio companies and power CRM-led decision-making at scale.
System Design
⏳
1 month discovery & exploration
2 months design alignment
🖥️
Web
Defining the problem and aligning business goals with user needs
Conducting user research (personas, empathy maps, journeys)
Designing the system architecture and information hierarchy
Structuring the CDP logic and operational phases
Creating high-fidelity UI designs and interaction flows
Collaborating with stakeholders to validate workflows and feasibility
As Homeville scaled across multiple businesses - HomeCapital, BHN, Singularity Creditworld, and HomeNxt, customer data lived in disconnected systems. CRM teams lacked a unified view of customer journeys, credit context, and lifecycle signals, making coordination manual, insights delayed, and decisions dependent on fragmented information.
About
Owns customer engagement strategy and oversees day-to-day CRM operations across Homeville’s portfolio companies.
Responsibilities
Maintain a unified view of customer data
Oversee engagement performance and workflow efficiency
Coordinate actions across sales, credit, and support teams
Pain Points
Fragmented systems and manual data validation
Limited visibility into cross-product journeys
Motivations
Faster, confident decisions
Reduced operational overhead
Needs
Reliable, consolidated customer context
Fast access to decision-ready data
Sejal Shah
CRM Manager
About
Executes customer outreach and updates records based on daily CRM workflows and system inputs.
Responsibilities
Act on assigned leads, follow-ups, and triggers
Keep customer records accurate and up to date
Pain Points
Switching between tools to understand customer status
Risk of errors due to incomplete data
Motivations
Faster task completion
Confident customer interactions
Needs
Clear, actionable customer context
Simple, guided workflows
Sejal Shah
CRM Manager
“Revealing key pain points around trust, speed and cognitive overload.”
The journey maps how CRM agents move from lead capture to loan closure.
It highlights friction points and ensures the CDP supports each stage with clear visibility, faster actions, and contextual decision-making.
To understand the competitive landscape of Customer Data Platforms (CDPs) and identify gaps and opportunities for building a scalable, real-time, and marketer-friendly solution.
Approach
How do they create value?
Customization-heavy, enterprise-grade approach
Developer-first, event-driven data pipelines
ML-driven insights with real-time capabilities
Marketer-friendly profiling & analytics
Channels
How users interact with the platform
APIs & SDKs
Dashboards
Marketing automation tools
Real-time data streams
ML models & analytics layers
Market Landscape
Who are the key players?
Enterprise-first
Salesforce, Oracle
Data-first
Segment, Treasure Data
Quality-focused
Trillium
Mid-market
friendly
Lytics
Objectives
What is each platform optimizing for?
Platform
Primary Objective
Capabilities Mapping
What do they enable?
Data Integration
Real-time Updates
Marketing Automation
Personalization
Customer Profiling
Analytics
ML
Lessons Learned
What did we learn from the market?
Enterprise platforms trade usability for power
Real-time capabilities are becoming table stakes
ML is valuable only when paired with activation
Scalability often increases implementation complexity
Opportunity Mapping
What did the Opportunity Zone define?
Unified multi-product visibility in one view
Embedded financial calculators within CRM workflows
Real-time credit decisioning inside the platform
Context-aware communication tools for on-call agents
The challenge was to design a platform that could consolidate data from multiple fintech products into one shared source of truth, while remaining usable for CRM teams operating under time pressure.
The system needed to balance data depth with clarity, enabling faster decisions without adding cognitive load.
Instead of treating the CDP as a passive data warehouse, the platform was designed as an active intelligence layer that ingests data from multiple Homeville businesses, resolves identities, builds a single customer context, and continuously feeds CRM actions across channels.
A custom internal CDP was designed to ingest, normalize, and unify customer data from all Homeville's businesses into a single platform.
By creating consistent customer profiles and shared context across teams, the system enabled CRM users to track end-to-end journeys, coordinate actions, and make confident, data-backed decisions from one place.
Structured around a single customer record, allowing CRM teams to move seamlessly between opportunities, credit context, loan outcomes, and interaction history without switching tools or losing context.
Research insights are translated into unified customer context, enabling faster actions and informed decisions across teams.
This project was not just about designing screens, but about designing a system that could scale with Homeville’s growing ecosystem of products and teams. By centralizing customer data, workflows, and decision logic into a single CDP, the platform transformed fragmented operations into a cohesive, insight-driven experience for CRM teams.
By unifying customer intelligence across Homeville’s ecosystem, CDP reduced operational friction and improved workflow clarity.
Impact 01
Impact 02
Impact 03
Impact 02
“CDP demonstrated how thoughtful system design can align business goals, user needs, and technical complexity. Turning a complex operational challenge into a streamlined, human-centered platform.”
A key learning from this project was understanding that clarity is a competitive advantage. CRM agents don’t need more data, they need the right data at the right moment. Designing around mental models, not features, helped reduce cognitive load and enabled faster, more confident decision-making during live customer interactions.
This project also reinforced the importance of thinking beyond UI. Information architecture, system logic, and cross-product consistency played a far bigger role in usability than visual polish alone. Every design decision was guided by real operational constraints, making the solution both practical and scalable.