CRM Integration

Protecting donor journeys during CRM integration

I safeguarded donor and fundraiser journeys during St John Ambulance’s Dynamics365 rollout. By flagging UX risks and aligning CMS with CRM logic, I preserved end-to-end coherence, reduced friction points, and helped teams adapt content and workflows without disrupting campaign activity.
Employer
  • St John Ambulance
Role
  • Product Manager
Tenure
  • Jan 2022 – Aug 2022
Focus
  • CRM Integration
Systems
  • Dynamics365
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Problem

St John Ambulance was integrating Dynamics365 to centralise donor records and campaign data. Without frontend-backend cohesion, donor experiences risked breaking — from sign-up through to CRM capture. Internally, there was no clear alignment between CMS workflows and the new CRM data model.

Approach

I represented CMS and UX interests in the integration process, ensuring user experience didn’t get lost in technical delivery. This included:

  • Participating in CRM integration meetings.
  • Flagging disconnects between frontend journeys and backend CRM logic.
  • Working with internal teams to adjust templates, content flows, and governance processes to match the new data model.

Outcome

  • Preserved UX continuity during rollout, preventing broken donor journeys.
  • Increased stakeholder awareness of CMS dependencies and frontend/backend alignment needs.
  • Supported smoother onboarding to the new platform by providing content and process clarity.