Nested ranks the leads most likely to slip, explains every AI pick, and starts a 30-minute clock on every new enquiry.
01
About the project
Nested is a mobile CRM for real-estate Relationship Managers, who take every property enquiry from first call to booking. The
As the sole designer, I owned the product end to end. The brief: redesign the RM experience and build in intelligence, so the app guides the day instead of just recording it. This case study follows the four features that moved RMs off Excel and onto the app.
Nested is a stand-in name. The work is real; the client is under NDA, so every screen here was rebuilt from scratch.
Before Nested
The before-state
Eight disconnected tools orbiting one RM. Nothing talks to anything.
Google SheetsLead tracking
WhatsAppCustomer chats
GmailEmail follow-ups
Phone / DialerCold calls
Google CalendarSite visit scheduling
ExcelIncentive calculations
NotepadPersonal notes
CalculatorCommission math
Every lead lived in pieces across all eight. So the RM became the integration.
02
The challenge
RMs didn't need more features. They needed answers to the same four questions, every morning, on a phone, between calls.
Before designing anything, I sat with RMs and watched them work. Their day ran across eight tools that didn't talk to each other, so every answer meant digging: incentive math in Excel, priorities on gut feel, lead history buried in WhatsApp. The app had to answer each question fast, on mobile, without making the RM dig.
“I spend my morning in five apps just to work out who to call. By the time I know, the lead has already spoken to someone else.”
“How am I doing today?”
No single view of the day. Targets, visits and follow-ups sat in different tools, so every morning started with digging.
“How much will I earn?”
Nobody knew until month-end. Incentive math lived in Excel, and RMs didn't trust the numbers until the paycheck arrived.
“Who do I call first?”
Based on gut feeling. No scoring, no prioritisation, nothing telling them where to focus.
“What happened with this lead?”
RMs scrolled back through WhatsApp, and there was no shared context when more than one RM spoke to the same lead.
Each question became a chapter of the redesign. Thumb-first and one question per screen became the ground rules for all four.
03
The UX work
The structure went through two real shapes before it answered the RM's four questions.
I shadowed five RMs, timed every switch between apps, and turned their day into an information architecture. The first version failed in testing, in a useful way. The second one became Nested.
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Shadowed RMs through full shifts
Five RMs, two offices. Every switch between apps got a timestamp.
The tools weren't the problem. The missing structure between them was.
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Grouped the app by data source
Leads from Sheets, chats from WhatsApp, incentives from Excel, visits from Calendar. One app, same four silos.
One lead ended up in three branches.
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Tested it with RMs, mid-shift
A clickable prototype, real leads on the line. I watched where thumbs went and what got asked out loud.
Tabs broke live calls. Incentives were the first thing anyone looked for.
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Regrouped by the question being asked
Each section answers one of the four questions from the challenge. A lead lives in one place, and everything else links to it.
Retest: every RM found their incentive in under ten seconds.
Two maps. One that matched how an RM actually thinks.
Artifacts recreated for this case study. Names and numbers changed.
The challenge
How might we create an intelligent product that would actively guide the RM's day and not just record it.
Nested guides the RM through the whole day.
Guides
Explains
Earns
04 · The solution: four features, one working day
Rohit Deshmukh
Site Visit · Booked
Confirm visit · Sat 11 AM
Visit not confirmed yet. He usually replies on WhatsApp within an hour.
AI · Medium confidence
Today's visits · 2Calendar
12:30PM
Sneha KulkarniBayview Residences, Thane
Fresh visit5:00PM
Arjun PillaiGreenfield Park, Mulund
Re-visit
Dashboard
The day, ranked for you.
The Daily Brief pins up to three actions to the top, and every card shows where the lead sits in the pipeline. Team Leads and RM Heads see the same data, with their own priorities on top.
AI picks the three and refreshes them as new signals arrive, each with a reason and a confidence level.
Lead pipeline
Every lead, scored and in order.
Filters open on Today, New and Overdue across six pipeline stages, and every card can call, WhatsApp or navigate in one tap. Voice notes transcribe in the background.
Each lead is scored Hot, Warm or Cold from engagement signals. Tap the score to see why; new leads show Pending.
Incentives
Know what you'll earn, before payday.
One gauge for the month: red until 60% of the goal, amber once you're eligible, green at the goal. Co-tagged bookings count as half, and every booking shows Pending or Confirmed.
!Not eligible yet
Not eligible yet1 more booking to unlock your incentiveEligibility starts at 60% of the goal: 3 of 5 bookings.
Eligible · since 10 OctEvery booking from here adds more2 more bookings to reach the goal.
CLOSEST TO BOOKINGMeera Shah Hot2 BHK · Lodha Amara, Thane · Negotiation. Waiting for the payment plan.
Goal reached · 5 of 5Extra bookings keep addingOctober is complete. Anything more counts towards this month's incentive.
Communication
One place for every conversation.
WhatsApp, calls, email and notes from every RM on the lead, in one timeline. Read every thread; reply only on your own enquiry.
A three-line AI summary stays pinned on top and refreshes with every new message.
Thanks. Is the 20:80 plan available on the 1 BHK?
FROM Ananya · to Rohan's enquiry
Walked through 1 BHK pricing. She wants the price sheet on WhatsApp.
LOGGED by you · voice note transcribed
Brochure and price sheet: Greenfield Park
SENT 11:20 AM · read-only for you
She asked about parking back in Sep. Prefers calls after 4 PM.
NOTE 1:30 PM · visible to the team
05
Design system
One system behind every screen.
Two type families, six colours, a temperature scale that reads without colour, and one rule for AI: always show why.
Cobalt #2B4BE0Ink #0B1230Apricot Hot onlyAmber WarmLeaf ConfirmedPaper #FBF8F5
Cobalt #2B4BE0Ink #0B1230Apricot Hot onlyAmber Warm
Aa FamiljenGeist for bodyGEIST MONO · DATAAnanya Iyer3 things to do₹35,000Aa FamiljenGeist for body
HotWarmColdCallAI · High
Hot
Confirmed · ₹20,000Pending · day 9 of 15Reschedule
HotWarm
Priya Nair
2 BHK · Lodha Amara
Site visit done
Pending · 1 of 2 signals✓Call logged · voice note transcribed
StrongMediumWeakHighMediumLow
Pending · 1 of 2 signals✓Call logged · voice note transcribed
WhatsApp draftAI · not sent
Hi Ananya, yes, the 20:80 plan applies on the 1 BHK at Greenfield Park.
EditSend
AI suggestion · High confidence
Call Priya before 4:30 PM. She replies fastest in the late afternoon.
Why this?
Today4New2Overdue2
NewOpportunityVisitNegotiationBooked
3 of 5Eligible · since 10 Oct
Search leads, projects…
Radius 6 · 12 · 18 · full
Remind me before callbacks
RMPNAK+3 on this lead
Space 4 → 32
06
The AI layer
From signal to suggestion, in five layers.
Every AI moment in Nested follows the same rules, so RMs learn when to trust it and when to check.
The AI reads calls, WhatsApp, email and visits logged in the app. Anything said in person or on a personal phone isn't counted, and the app says so.
Leads get Hot, Warm or Cold from engagement signals, but only after two of them. Until then the lead shows Pending, not a guess.
The Daily Brief pins the three things most likely to slip. Each card is labelled as an AI suggestion, with its confidence.
“Why this?” opens the signals behind every pick, each marked Strong, Medium or Weak, and how many it used.
Summaries and drafts are labelled as AI, drafts are never sent on their own, and the RM can change any score in one tap.
Results
8
tools in an RM’s day
App. Now the day guides the RM.
One appThe same view for RMs, Team Leads and Heads.
AI-ranked dayThe Daily Brief does the sorting; the RM acts.
Visible incentivesBuilt up and confirmed, all month.
Full contextEvery channel, every RM, before every call.
08
Next steps
Where I'd take it next.
Nested v1 covers the RM's day. These are the two things I'd build after it.
ShippedNested v1Daily Brief, Pipeline, Earnings and Conversations.
NextHands-freeVoice-first logging and lookups for RMs in cars and on site.
LaterWeekly coaching reportAI-written feedback that puts what Team Leads know in front of every RM.