Alto CRM Interface Design

Alto is a bootstrapped SaaS startup building a CRM for freelancers and consultants — simple, clean, and focused on essential features without the bloat of enterprise platforms. They hired me to help define the product’s visual direction and design the core interface.

Goal
The challenge was to create a calm, focused user experience that didn’t overwhelm users with options. Alto wasn’t trying to be everything for everyone — the product was opinionated, minimal, and privacy-conscious. My role was to design a UI that reflected those values.

Design Process
We started with whiteboard flows to define what “just enough CRM” looked like: contacts, notes, activity timelines, and lightweight deal tracking. From there, I designed high-fidelity wireframes to test layout decisions quickly. Once the direction was clear, I moved into visual design, focusing on clear hierarchy, frictionless input patterns, and a subtle color system that worked well in both light and dark themes.

Highlights

• A split-pane layout for faster navigation between contacts and notes

• Custom tagging system for client segmentation

• Inline editing and autosave for speed and focus

• Microinteractions that feel responsive but never flashy

Collaboration
I worked directly with the founder and a single front-end developer. We kept the process lean, using Figma and Loom walkthroughs for async feedback and fast iteration.

Outcome
Alto launched its private beta with a small group of freelancers and received overwhelmingly positive feedback about the clarity and simplicity of the interface. The founder told me it was “the first time people didn’t ask for a tutorial.”

This project was a reminder that good UX isn’t about adding more — it’s about making less feel complete.