Jarvis
CRM

Dubizzle Labs had a legacy CRM built for one market, but the business was expanding into multiple regions and needed a platform that could scale with that growth.

The challenge was to turn a complex legacy system into a modern multi-tenant CRM: flexible enough for regional workflows, but standardized enough to give leadership a unified view of pipeline, targets, payments, and sales performance.

I owned the product end-to-end, from requirements gathering and stakeholder alignment to scope definition, delivery coordination, migration planning, and launch.

I started by understanding what parts of the legacy CRM were specific to the original market, what needed to support future regional rollouts, and what should become part of the shared core platform. We redesigned the CRM around a multi-tenant configuration model, supported by admin settings, configurable fields, workflow rules, and tenant-specific controls — allowing each region to get the flexibility it needed without creating separate systems.

We also used the rewrite to modernize the product experience across core modules: Clients, Opportunities, Contracts, Payments, Targets, and Sales Dashboards. Every major screen was revisited to improve how data was collected, validated, and presented.

The complexity came from balancing standardization and flexibility. Too much standardization would make the CRM difficult for regional teams to adopt. Too much customization would make the product hard to maintain. The key was creating a shared core platform with enough configuration to support regional differences.

The project also touched the full sales lifecycle, which meant every module had its own workflows, permissions, data rules, validation needs, and reporting implications — all needing to work cohesively across a multi-tenant model.

Jarvis CRM went live in 5 months as a single multi-tenant platform for regional expansion.

The new CRM modernized key sales workflows, improved data quality through stronger validation, introduced configurable admin controls, and gave leadership a unified view of sales performance across markets.

For me, this project was a strong lesson in simplifying legacy complexity, aligning multiple stakeholders, and building enterprise products that are flexible without becoming messy.