Founding product designer for monday sales CRM. I led design from the first concept through the August 2022 launch while the product grew to $100M ARR in three years.
TL;DR
I led design for monday sales CRM, a flexible no-code CRM built on monday.com for sales teams of every size. The product launched in August 2022 and reached $100M ARR three years later.
Context
monday.com expanded from work management into dedicated products. CRM was one of the first. I joined as a founding member of the core products group covering CRM, Projects, and Service.
Traditional CRMs are rigid, complex, and hard to adapt to how sales teams actually work. The opportunity was a CRM that felt as flexible and approachable as monday.com, while meeting SMB, mid-market, and enterprise needs.
Role
- Led product design from early definition through launch and hyper-growth
- Designed dedicated capabilities across SMB, mid-market, and enterprise segments
- Scaled the CRM design team from 1 to 4 designers, set the design roadmap, and introduced rituals and tooling
- Served as deputy to the design group manager and part of the extended product design leadership team
- Contributed components and patterns to monday’s Vibe design system
- Ran Figma and prototyping workshops for the design org
Launch
On August 2, 2022, monday.com introduced monday sales CRM: a fully customizable, no-code CRM for teams of any size, available at monday.com/crm. The public announcement is on the monday.com press room.
Impact
| Metric | Result |
|---|---|
| ARR | $0 to $100M within 3 years of launch |
| Growth | About 700% YoY product growth during design leadership |
| Team | CRM design team scaled from 1 to 4 |
Takeaway
0 to 1 product design is not only the first screen. It is the system, the team, and the judgment to keep a flexible platform honest as it grows into a category leader.