F1
F1· Frame
Website Intake + AI Capture
Website-attached intake turns a visitor into a tracked CRM record with a recommended first action.
AI CRM Product Design Case Study
Kokoa AI Operating System
Designing a client-attached CRM layer that turns leads, messages, calls, payments, scheduling, and operator approvals into one guided workflow.
Kokoa was built as an AI operating system for service businesses that need more than a website form. The platform connects the client's website, CRM, WhatsApp, email, calling, payments, and calendar surfaces so operators know what changed, what needs review, and what action should happen next.
Role
Product Designer / Founder
Focus
AI CRM, operations UX, automation, payments, scheduling
Pilot context
SetVision CRM operating system
System
Website-attached CRM, WhatsApp, email, calls, tasks, calendar, payments
Status
Built product direction / live CRM build
Platform preview
What Kokoa looks like as an operating layer.
Why this project matters
From scattered client ops to one guided operating layer.
The goal was not to design another CRM dashboard. The goal was to design the layer between the business and its clients: a system that understands where every relationship stands, recommends the next move, and keeps high-risk actions under operator control.
01
The scattered operations problem
Leads, tasks, texts, emails, payments, calls, and calendar events often live in separate tools. Operators waste time finding context before doing the work.
02
The AI trust problem
AI can draft and organize, but client-facing actions still need clarity, consent, and human approval when money or relationships are involved.
03
The client growth problem
A growing service business needs a repeatable way to move every prospect from first touch to signed client, onboarding, payment, and follow-up.
User and use case
Designed for businesses that need AI help without losing operational control.
Primary users
Founders and owners who need a daily business pulse
Sales operators managing lead movement and follow-up
Client success teams handling onboarding and support
Finance operators tracking payments, receivables, and collections
AI assistants drafting reminders, summaries, and next actions
Clients who enter the system from the business website
Design principle
The system should let AI prepare the work, but let the operator own the decision.
Kokoa treats automation as an operating layer, not an autopilot. It can scan CRM records, payments, tasks, email risk, calendar gaps, and client status, then route the work into approvals, next-best actions, or clear dashboards.
The core workflow
The operating loop behind Kokoa.
Kokoa is organized around a loop: capture the client signal, connect it to the CRM, let AI prepare the next move, keep the operator in control, and sync the work back to scheduling, payments, and reporting.
01
Capture
Leads enter from the website, CRM forms, WhatsApp, email, phone calls, or operator-created tasks.
02
Organize
The system links every record to stage, owner, school/team, follow-up date, value, and next action.
03
Assist
AI scans the daily operating picture and prepares follow-ups, summaries, payment nudges, and risk flags.
04
Approve
Sensitive moves like financial changes, client messages, and escalations are queued for human review.
05
Schedule
Meetings, CEO calls, discovery calls, and onboarding steps connect back to client records.
06
Collect
MRR, receivables, missed payments, and collections become visible in the same command surface.
Wireframe story
Wireframing the dashboard-to-operator journey.
Drag through the twelve annotated wireframe frames that defined the operating flow: intake · AI brief · pipeline · client record · messaging · calendar · payments · task board · team KPIs · coverage · automation health.
F2
F2· Frame
AI Daily Command Brief
The founder starts with what changed, what needs approval, and which actions move the day forward.
F3
F3· Frame
Prospect Pipeline List View
The list view supports filtering, ownership, follow-up timing, potential value, and fast profile opening.
F4
F4· Frame
CRM Stage Board
The board explains the sales motion visually and makes stalled work visible without opening reports.
F5
F5· Frame
Client Record + Timeline
Operators can move from context to action without hunting through WhatsApp, email, calendars, or payment tools.
F6
F6· Frame
WhatsApp + Email Triage
Messaging work stays attached to client records while protecting the operator from unsafe automation.
F7
F7· Frame
Calendar + Calling Schedule
Calendar is not just scheduling; it is a way to keep client movement visible and accountable.
F8
F8· Frame
Payments + Receivables
Payment intelligence sits beside client status, so revenue risk becomes operating work instead of a separate report.
F9
F9· Frame
Major Task Board
Daily work becomes movable, visible, and tied to the client it affects.
F10
F10· Frame
Team KPI + Accountability
The manager can see who is moving leads, who is blocked, and what needs escalation.
F11
F11· Frame
Coverage Intelligence
Coverage views help a team see what has been cleared, what is partial, and who owns follow-up.
F12
F12· Frame
Automation Health + Exceptions
The product makes automation visible, measurable, and interruptible instead of mysterious.
Drag or scroll12 frames
Final product experience
A CRM operating system built around action, not storage.
The final direction uses a dark, focused interface with warm operational accents. Every surface has a clear job: show the status, expose risk, move the client forward, or prepare work for approval.
Live product surfaces
One operating model, shown first as the Kokoa system and then as a live SetVision client implementation.
Version 01 · Kokoa system concept
The foundational operating surfaces.
Product direction
S1
S1 · Surface
Business Command Center
A finance-aware command view that keeps revenue, receivables, hot leads, and calls in the same operating loop.
S2
S2 · Surface
AI Daily Brief
The daily brief turns CRM, payment, email, and task signals into the few decisions that should move today.
S3
S3 · Surface
CRM Pipeline
A clean pipeline surface where lead stage, owner, follow-up, and value stay visible from first touch to onboarding.
S4
S4 · Surface
Calendar and Calls
Scheduling is treated as relationship context, with calls, onboarding, follow-ups, and synced calendars in one place.
S5
S5 · Surface
Coverage Intelligence
Coverage views show where the team has CRM records, where gaps remain, and which accounts need attention next.
S6
S6 · Surface
Team Accountability
Operator accountability stays visible through rep activity, overdue work, task pressure, approvals, and daily follow-up lists.
Drag or scroll6 surfaces
Version 02 · Client implementation
SetVision turns the operating model into a live business system.
The same Kokoa logic is adapted to a working CRM for sports representation: executive decisions, sales movement, recruiting intelligence, client onboarding, calendars, and AI-assisted action in one connected environment.
SetVision CRMLive client build09 product surfaces
V01
V01 · Client surface
CEO Command Center
An executive cockpit turns client volume, MRR, pipeline value, receivables, collections, and priorities into one operating view.
V02
V02 · Client surface
AI Daily Brief
The daily decision layer ranks collections, follow-ups, overdue accounts, and the five actions that matter most right now.
V03
V03 · Client surface
Sales Command Center
Rep accountability, channel-specific demand, proposals, and pipeline value are organized into a single action queue.
V04
V04 · Client surface
Leads Pipeline
Hot leads, ownership, last touch, follow-up risk, and monthly retainer value stay visible across the active book.
V05
V05 · Client surface
Active Clients
The client book connects service type, fees, owners, upcoming follow-ups, open tasks, balances, and account status.
V06
V06 · Client surface
Client Onboarding
Client setup becomes a visible checklist across agreements, entity formation, banking, accounting, credit, and insurance.
V07
V07 · Client surface
Football Intelligence Database
Conference and team coverage reveal signed clients, open leads, follow-ups, tasks, and scouting gaps across the recruiting market.
V08
V08 · Client surface
Team Calendar
A multi-account calendar keeps calls, meetings, and rep schedules visible alongside the CRM operating rhythm.
V09
V09 · Client surface
SetVision AI Assistant
The CRM-native assistant can search records, book meetings, move stages, surface collections, and create accountable tasks.
Drag or scroll9 client surfaces
Website-Attached CRM
A business can connect its website intake and ongoing client records into the same operating surface.
WhatsApp and Messaging
Client conversations become actionable CRM signals instead of getting buried in separate inboxes.
Email and Call Logging
Important outreach, calls, and follow-ups can be tracked against the record they belong to.
Payments and Receivables
MRR, manual payments, failed payments, receivables, and collections sit beside the client journey.
Calendar Scheduling
Discovery calls, CEO calls, onboarding meetings, and internal tasks become part of the workflow.
AI Daily Brief
The assistant scans CRM, payments, accounting, calendar, and email surfaces to prepare the day.
Human Approval Layer
Financial changes, sensitive messages, and escalations are routed to approval before action.
Operator Accountability
Team performance, task pressure, overdue work, and ownership are visible in one command layer.
Design decisions
The interface is built to make the next action obvious.
01
Command center first
The home view is not a generic dashboard. It is a working surface that tells the operator what changed and what needs attention.
02
AI as preparation
AI prepares summaries, drafts, and recommended actions, but the interface still makes risk and approval visible.
03
Money beside workflow
Payments and receivables are part of client operations, so they appear next to the CRM rather than in a separate finance silo.
04
Calendar as context
Meetings, calls, onboarding, and follow-ups are linked to records so scheduling becomes part of the relationship history.
“A strong AI operating system should feel less like a chatbot and more like a disciplined chief of staff: it sees the work, prepares the decision, and keeps humans in control.”
Before and after
Before: scattered work. After: one accountable operating system.
Before
- Separate CRM, calendar, payment, message, and task surfaces
- Operators manually check what changed across tools
- Follow-ups depend on memory or scattered reminders
- Payment risk and client movement are disconnected
- AI is hard to trust because approval context is unclear
After
- Daily command center for work, money, risk, and team movement
- AI-generated next actions routed into operator approval
- CRM stages, calendar events, and payments tied to records
- WhatsApp, email, and calling context becomes usable workflow
- Founders get a clear business pulse without opening five tools
Relevance to complex product design
Why this matters for complex AI product design.
Kokoa is more than a CRM dashboard case study. It is a complex AI product experience designed around client intake, CRM movement, WhatsApp and email context, payment visibility, calendar workflow, and operator approval. The same design principles apply to any product where teams need automation, trust, and clarity before taking action.
This type of workflow thinking is relevant for products that rely on
AI-assisted CRM workflowsOperator approval systemsClient intake and onboardingPayments and receivablesWhatsApp and email operationsCalendar and call workflowsInternal command dashboardsHuman-in-the-loop automationService business operating systems
N° 01
Kokoa
CRM AI Operating System
Reflection
What I would carry forward.
The biggest lesson from Kokoa is that AI product design has to be both ambitious and restrained. The system should make work feel faster and clearer, but it also has to preserve trust, approval, context, and accountability when client relationships or money are involved.
AI needs visible control.
Operators need to see what the system recommends, what it is allowed to do, and where a human must approve the next step.
Dashboards should prepare action.
A strong operating dashboard does not just store records. It turns business movement into decisions the team can trust.
Useful systems connect the work.
CRM, payments, calendar, messages, calls, and tasks become more valuable when they support one clear workflow.
Designed for accountable AI operations
Designed for accountable AI operations.
Kokoa represents the kind of product work I enjoy most: premium SaaS interfaces, AI workflow design, CRM systems, payment-aware operations, and digital experiences that turn messy service businesses into clear user journeys.