Focal Point
Focal Point is a modern SaaS ERP & CRM solution powered with AI. Together we worked on bringing this idea to life.
Completion
2023
Industry
SaaS
Tools
Figma, Figjam
Services
Product Design
Overview
Focal Point is a modern SaaS ERP & CRM solution powered by AI. It’s designed to empower businesses to manage their operations and customer relationships efficiently — all in one place. I was in charge of the full product design — from admin to client dashboards — with a deep focus on usability, scalability, and clean aesthetics. One of the most exciting challenges in this project was designing around artificial intelligence — not as a buzzword, but as a practical, embedded tool that adds real value to both business owners and their customers.
A New Kind of Business Platform
Focal Point goes beyond traditional ERP/CRM solutions. It doesn’t just help teams manage operations — it learns from them. The platform uses AI to analyze sales, predict inventory needs, highlight customer behavior patterns, and surface opportunities for growth. But it also connects with customers directly, thanks to a built-in WhatsApp integration that allows businesses to sell and communicate through conversational interfaces. This meant designing an experience that was not only operationally powerful, but also socially intuitive. The product became more than a dashboard — it became a bridge between businesses and their customers.
Product Thinking with AI at the Core
The design process was shaped by a key idea: AI should feel like an assistant, not an overlay. It had to work in the background, showing up at just the right moments — to suggest, to predict, to nudge. Whether that meant recommending a reorder quantity, or automatically responding to a customer’s question via WhatsApp, the challenge was to make this intelligence feel native to the experience. Rather than introducing AI as a feature, we wove it into the product architecture. Admin users could act on AI-generated insights inside their dashboards, while customers interacted with AI-driven chat experiences without realizing they were using advanced tech.
Visual & System Design
Focal Point’s interface was designed to feel sharp, intelligent, and effortless. I built a clean visual language based on whitespace, strong hierarchy, and a signature electric blue to guide focus and convey precision. To support consistency and scalability, I developed a custom design system in Figma with reusable components, design tokens, and clearly defined interaction patterns. This system became the product’s foundation — allowing rapid iteration while keeping every screen aligned, from dashboards to AI-driven chat flows.
The result
Focal Point proved that AI can do more than generate reports — it can start conversations, close sales, and build smarter companies. By embedding AI into both the backend and the customer-facing experience, we created a system that doesn’t just manage businesses — it grows them. This project is one of my proudest examples of applying product thinking to interface design. Every interaction was intentional. Every insight had a purpose. And every design decision pushed the boundaries of what a business platform can be.
Other projects
