Starting life as an internal CRM system within a mortgage brokerage, the Smartr365 system had been developed over several years, and had organically spreading functionality. From the MVP onwards the system had really been focused on functional requirements. However as the system grew it became more cumbersome to use, and difficult to on-board new people.
With the maturity of the underlying concept and functionality the business decided that it would seek to leverage the platform they had created and take it to market. To do this they needed a serious User Interface and UX design overhaul.