CRM System
Full CRM system for customer relationships, sales, marketing, and customer support. Includes advanced reporting with custom dashboards.
Design and Development
Complete UI/UX design and responsive web development focused on conversion and user experience.
Integrated Management
Complete business management system that integrates inventory, billing, HR, and reporting in a single platform.
Reporting and Dashboards
Custom dashboards and advanced reporting for data analysis and strategic decision-making.
Database schema and product lifecycle diagram
Explore the database schema and the product lifecycle diagram directly in Figma.
Navigation, data flow, and user hierarchy
Explore the navigation, business data flow, and the user/permissions hierarchy diagram directly in Figma.
Design and Web Development
A platform designed to convert and deliver an outstanding product experience. Every detail has been carefully planned and executed to maximize usability, performance, and conversion.
Product Experience and Interface Design
Product experience designed for intensive daily operations, where clarity, speed, and control matter more than decoration. Every UI decision is aimed at reducing friction, speeding up recurring tasks, and supporting decision-making in real business contexts.
Information Architecture
System structure based on real workflows (contracts, commissions, incidents, and reporting), enabling users to understand business status at a glance and navigate without unnecessary learning curves.
Scalable Design System
A modular design system that ensures visual consistency, development efficiency, and easy product evolution as CRM capabilities expand.
Prototyping and Validation
High-fidelity prototypes used to validate critical flows, catch early friction, and align design, business, and engineering before technical implementation.
Key Design Principles
Interface adapted to real working contexts, ensuring accessibility and performance on desktop, tablet, and mobile.
Task- and goal-driven design, minimizing unnecessary steps and guiding users toward key actions.
Subtle visual feedback designed to reinforce system state understanding and improve the experience without distracting from the primary goal.
Full-Stack Development and System Architecture
The platform was built as a real SaaS product, prioritizing scalability, technical control, and long-term evolution. The approach combines fast prototyping with an architecture designed to grow without unnecessary technical debt.
Currently the backend relies on Supabase, enabling rapid product validation, with an architecture planned to migrate to SQL on a dedicated VPS, ensuring greater control, security, and flexibility as the system scales.
Development relies on modern web technologies to ensure performance, stability, and a consistent experience across devices and browsers.
Tech Stack
Technologies and tools selected for reliability, maintainability, and compatibility with modern product-focused development workflows.
Performance
Optimized architecture for low response times even under intensive usage, prioritizing fast loads and efficient UI execution.
Accessibility
Design and development aligned with WCAG standards, ensuring an inclusive and usable experience for different user profiles.
Performance Metrics
Average load time on key system views
Performance score in audits
Responsive adaptability on desktop, tablet, and mobile
Accessibility level on key flows
Visual Gallery
Highlighted Technical Features
Implemented Optimizations
- • Lazy loading for resources and components
- • Code splitting and unused code elimination
- • Asset minification and compression
- • CDN usage for efficient static content delivery
User Experience Improvements
- • Clear navigation based on real business workflows
- • Immediate visual feedback on critical actions
- • Loading states and smooth transitions
- • Screen reader compatibility and keyboard navigation
Features, Capabilities, and CRM Sections
A detailed overview of each module and key feature of the CRM system.
1. DASHBOARD (/dashboard)
Main dashboard with a high-level overview of the business:
- • Welcome section: Personalized greeting based on time of day and user name
- • KPI stat cards:
- Total contracts and statuses
- Pending and settled commissions
- Generated self-invoices (admin only)
- Open tickets
- • Analytics tabs:
- Contracts: Trend charts, monthly activations, churn
- Commissions: Generated commissions analysis
2. TEAM (/equipo)
System users and collaborators management:
- • Two main tabs:
- Gualú: Internal users (Admin, Processor, Advisor)
- Collaborators: External collaborators
- • For each user it shows:
- Name, email, permission role
- Commission role
- Online/offline status
- Stats: portfolio, activated portfolio, commissions due, monthly revenue
- • Actions:
- Create new users (admin only)
- Edit existing users
- View user details
- Assign "parent users" (team leads)
3. CUSTOMERS (/clientes)
Customer database:
- • Search by: name, tax ID (NIF/CIF), email
- • Customer information:
- Name, tax ID (NIF/CIF)
- Customer type (Residential, Self-employed, Company, Community, Public Entity)
- Phone, location
- Associated contracts (total and active)
- Open tickets
- • Available actions:
- Create new customer
- View details
- Edit customer
- Delete customer
4. CONTRACTS (/contratos)
Full contract lifecycle management:
- • Contract statuses:
- Temporary, Processing, Pending Signature, Pending Verification, Pending Activation, Active, Pending Renewal, KO, Cancellation, Incident, Scoring KO
- • Contract types: Electricity, Gas, Dual
- • Customer types: Residential, SME
- • Operation types: New signup, Switch provider, Renewal
- • Main actions:
- New Contract: Advanced form with sections for customer, supply, provider, documentation
- Register Cancellation: Log contract cancellations
- CUPS History: Search contract history by CUPS
- Renewal: Manage contract renewals
- Export Excel: Export system with advanced filters (status, dates, provider, sales rep, etc.)
- • Advanced filters: By status, type, provider, tariff, assigned user, dates
- • Each contract includes:
- CUPS (electricity and/or gas)
- Contracted power
- Access and commercial tariffs
- Associated customer
- Provider
- Assigned sales rep
- Dates (signup, activation, end date)
- Attached documentation
- Associated maintenance
5. COMMISSIONS (/comisiones)
Commission calculation and management system:
- • Summary cards:
- Total commissions
- Pending commissions
- Settled commissions
- Total records
- • Available filters:
- By provider
- By verification status (Correct, Deviation, Pending)
- By commission role
- By type (Company, Sales rep)
- By source
- • Actions:
- Calculate Commissions: Automatically calculates commissions for activated contracts
- Create Manual Commission: For special cases
- Verify Commission: Check if the commission is correct
- View details: Breakdown of each commission
- • Commission information:
- Contract ID
- Assigned sales rep
- Provider
- Total amount, Gualu, Collaborator
- Commission paid
- Verification status
6. SELF-INVOICES (/autofacturas)
Self-invoice generation and management for paying commissions:
- • Summary:
- Total self-invoices generated
- Pending payment
- Paid
- Cancelled
- • Actions:
- Generate Individual Self-Invoice: For a specific user
- Bulk Generate: For multiple users
- Export PDF: Self-invoices list
- • For each self-invoice:
- Beneficiary user
- Period (start-end)
- Total
- Payment status
- Downloadable PDF
- Actions: mark paid/pending/cancelled, delete
7. REPORTS (/informes)
Advanced reporting and analytics system:
- • Report filters:
- Period: Monthly, Quarterly, Yearly, Custom
- Provider
- Contract status
- • Report tabs:
- KPI Dashboard: Closed contracts, total commissions, self-invoices, rejected
- Contracts: Total, active, processing, KO, by provider, top sales reps
- Commissions: Total generated, fixed vs variable, by provider
- Self-invoices: Total, pending, paid
- Activity: Activity metrics
- Monthly Balance: Financial balance report
- • Export: PDF and Excel
8. COMPARATOR (/comparador)
Tool to compare energy rates:
- • Process:
- Upload bills (PDF, JPG, PNG) - max 3 files
- The system automatically analyzes the bill
- Extracts info: consumption, power, current prices
- • Results tabs:
- Bill Information: Extracted data
- Rate Comparison:
- Available rates from multiple providers
- Potential savings calculation
- Detailed price comparison
9. TICKETS (/tickets)
Issue and inquiry management system:
- • Statuses: Open, In Progress, Closed
- • Stats: Total, open, in progress, closed
- • Filters: By status, type, assigned user, customer, contract
- • Ticket information:
- Subject and description
- Associated customer
- Related contract
- Assigned user
- Creation and update dates
- • Tab views: All, Open, In Progress, Closed
10. NOTIFICATIONS (/notificaciones)
Notifications and alerts center:
- • Stats: Unread, today, this week
- • Tabs:
- All: Full notifications list
- Unread: Pending notifications only
- Settings: Notification preferences
- • Category settings:
- Email notifications
- Push notifications
- System alerts
11. COMPENSATION FRAMEWORKS (/marcos-retributivos)
Commission tables management by provider:
- • Admin only
- • Filters: By provider, access tariff, free search
- • Framework information:
- Provider
- Access and commercial tariff
- Consumption range
- Fixed/variable commission
- Role percentages (Preferred Channel, Sales Rep I/II/III, Team Lead I/II/III)
- • Actions:
- Edit frameworks
- View impact on affected contracts
- Recalculate commissions
- Import CSV
- Export CSV
- Bulk upload
12. PROFILE (/perfil)
User profile page:
- • Displayed information:
- Avatar, name, email, username
- Permission role and commission role
- Online status
- Last access
- • Editable form:
- Personal data: first name, last name, email, phone
- Tax ID (NIF/CIF), username
- Full address (street, city, province, ZIP)
- Billing IBAN
- • Security features:
- Change password
- Sign out of all sessions
GLOBAL SIDEBAR ELEMENTS
ROLES AND PERMISSIONS SYSTEM
- • Permission roles:
- Admin: Full access, user management, compensation frameworks
- Processor: Contract and documentation management
- Advisor: Basic operations
- Collaborator: Limited access to their own contracts
- • Commission roles:
- Canal Preferente, Canal
- Comercial, Comercial I/II/III
- Jefe de Equipo I/II/III
- Colaborador Externo
- Empresa, Manager
Digital Marketing Study
Digital marketing strategies implemented to drive efficiency and business growth for the CRM system.
B2B Acquisition Strategy
Acquisition system designed for real CRM decision-makers (sales leadership, management, and operations), prioritizing lead quality over volume. The strategy combines organic and paid channels to attract demand with clear purchase intent.
Acquisition Campaigns
Multi-channel strategies to capture qualified leads through SEO, SEM (Google Ads, Meta Ads), and organic content.
Email Marketing and Automation
Personalized and automated nurturing flows that increase conversion and engagement at each stage of the funnel.
SEO and Content
Technical SEO optimization and content strategy to position the CRM as a leading business management solution.
Measurable Business Impact
growth in qualified organic traffic
reduction in acquisition cost per lead
increase in demo-intent leads
Intent-Driven Paid Media
Paid campaign management focused on high-intent searches and audiences, optimized for efficiency and scalability, not vanity volume.
- Targeting by role, industry, and decision stage
- Continuous testing of messaging and value propositions
- Spend optimization based on real performance
Email Conversion and Activation
Email marketing architecture designed to move the lead toward demo and adoption, using behavioral data and commercial maturity.
- Flows adapted to each stage of the buying cycle
- Dynamic segmentation by interaction and profile
- Optimized timing and frequency to maximize response
Strategic Content Architecture
Content system designed to attract relevant traffic, reduce dependence on paid media, and strengthen the product consideration phase.
- Technical and semantic site optimization
- Strategic keyword research and expansion
- Educational content focused on decision and comparison
Data-Driven Optimization
Continuous tracking of each channel’s performance focused on business metrics, enabling controlled and scalable iteration.
- Complete event and conversion tracking
- Decision-oriented KPI dashboards
What the client says
"Alejandro’s work with our company has been outstanding. While building our own platform, he has stood out for his speed not only in delivery, but also in the modifications and adaptations we request so the CRM fits our workflows as closely as possible. On top of that, every suggestion and improvement direction is always welcomed with a smile. Commitment, talent, and execution speed — it’s hard to ask for more."