Design-a-thon: Smiplicity CRM Software Website Landing Page

A winning landing page design for a CRM software in the pool service industry

Role

UX/UI Designer

Industry

Software / SaaS

Duration

One Week

1. Kickoff & Challenge Framing

Our team started the week-long Design-a-Thon by understanding the client’s goals: create a landing page for a CRM software designed for the pool service industry. We aligned on scope, deadlines, and how we’d collaborate while balancing classes and jobs.

2. Research & Discovery

We researched the industry and user needs by:

Auditing competitor CRM landing pages.
Exploring color palettes that felt trustworthy and professional while still approachable.
Gathering feedback and pain points from users of competitor products.
Speaking with a founder who had owned a pool service business, which gave us firsthand insight into real challenges.

This research helped us define what the landing page needed to communicate and how to make it resonate with the target audience.

1. Kickoff & Challenge Framing

2. Research & Discovery

We researched the industry and user needs by:

Auditing competitor CRM landing pages.
Exploring color palettes that felt trustworthy and professional while still approachable.
Gathering feedback and pain points from users of competitor products.
Speaking with a founder who had owned a pool service business, which gave us firsthand insight into real challenges.

This research helped us define what the landing page needed to communicate and how to make it resonate with the target audience.

3. Establishing the Design System

Moving into Figma, we created a style guide and a full variable design system. This gave us consistent colors, typography, spacing, and components to build from. Having a system in place allowed our team to stay organized and efficient, even under tight time constraints.

4. Designing the Experience

We designed the page with the user journey in mind, keeping best practices for landing pages at the forefront. To highlight the product, we added an interactive prototype section where users could toggle between CRM screens and preview the software. We also used bold, industry-specific headers like “Stop drowning in paperwork and admin” to speak directly to pool service professionals and show empathy for their pain points.

5. Iteration & Presentation

After refining visuals and messaging, we pulled the page together into a polished prototype. We presented our solution to the judges, showcasing both our design process and the final experience. Our team was selected as a finalist and ultimately named one of the winners of the Fall 2025 Design-a-Thon.

5. Iteration & Presentation

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Ella Ramsey

Ella Ramsey

Ella Ramsey