UX-UI Design / Product Design

Martel App Product Design

The Martel app was an internal Citrix tool designed to help global sales teams manage leads more efficiently. It featured three core tools: Lead Import Manager, Media Manager, and Match Maker—each supporting different parts of the sales pipeline. I was brought in to rebrand and redesign the app, improving usability, clarity, and visual consistency to help teams get more value from their data.

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Laptop on Rocks showing Screen Mockups of Martel App

Logo Design for the Martel App

The Martel app logo was designed to reflect both the functionality and internal identity of the tool. I shaped the “M” to resemble a checkmark, symbolizing task completion, efficiency, and a sense of success—all core values the app brings to the Citrix sales team. To establish clear brand hierarchy, I incorporated visual cues that connect the app to Citrix, ensuring it’s instantly recognized as an internal product made exclusively for Citrix employees. The result is a clean, modern logo that balances functionality, clarity, and brand alignment.

Martel app information architecture, wireframes, and prototypes

Information Architecture and User Flows

I began the process by meeting with key stakeholders and developers to fully understand the functionality and goals of each feature. From there, I mapped out the information architecture, ensuring that workflows were intuitive and aligned with how sales teams operated in the field. I created user flows to identify key interaction points and define where improvements in navigation and clarity were needed.

Wireframes and Interactive Prototypes

Once the structure was defined, I designed detailed wireframes to lay out the user interface, focusing on clarity, accessibility, and ease of use. These evolved into a fully interactive prototype, complete with animated transitions and micro-interactions, to help stakeholders visualize the final experience and give developers a precise reference for implementation.

Design Handoff and Developer Support

As part of the design handoff, I supplied developers with a fully annotated design system and icon set, including all animated icons used in the prototype. I also created a guidelines document for onboarding new users, outlining the purpose and functionality of each section of the app to ensure a smooth adoption experience.

Through user-centered design, clear communication, and hands-on collaboration with product and engineering teams, I helped transform Martel into a more efficient, polished, and user-friendly platform—giving Citrix’s global salesforce a sharper tool to manage and maximize their lead pipeline.

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Four iPad mockups with the Devitrak app process