Midtown Home Improvement is one of the most trusted names in home improvement across the United States, proudly serving customers for over 35 years. Specializing in services such as decking, fencing, roofing, siding, gutters, windows, and doors, Midtown boasts over 10,000 satisfied customers nationwide. Managing this extensive operation requires seamless internal coordination and efficiency.

The CRM had to manage multiple workflows, including leads, appointments, jobs, sales, and service tickets.

The platform needed to scale with the company’s growth while maintaining performance.

The system required customized dashboards for sales reps, telemarketers, and managers.

Users needed access to the CRM across devices for real-time updates.

Efficient implementation of the newly designed UI in ReactJS while ensuring smooth API integration.

Midtown chose Denovers as their dedicated design and front-end engineering partner because of our proven expertise in designing sophisticated B2B SaaS solutions and our ability to translate designs seamlessly into functional applications. Denovers committed to working hand-in-hand with Midtown’s product and technology teams, delivering a cohesive, intuitive CRM solution.

We began our collaboration by deeply understanding Midtown's operational needs and designing a solution to streamline their CRM experience.

Provided real-time insights into multiple branches’ average sales, sales percentage, leads, total collections, and production status. Users could seamlessly switch between tabular and card formats.

Enabled direct lead creation from the dashboard, enhancing speed and ease of use.

Designed a comprehensive lead management system tracking the entire lifecycle from inquiry to job completion, with integrated communication tools allowing direct email conversations.

Provided detailed job views, streamlined job assignment to workers, and included comprehensive payment tracking.

Enabled workers to filter, manage, and annotate appointments effortlessly.

Implemented structured service ticket management and a robust sales CRM, delivering actionable insights through dynamic scorecards and trend analyses.

Customized dashboards highlighting salesperson-specific data, including their leads and sales pipeline.

Equipped with direct calling functionalities from within the CRM, facilitating efficient lead management and appointment scheduling.

Customized dashboards for Telemarketing and Canvas Managers, providing clear oversight and operational transparency.

To ensure long-term scalability, Denovers developed a robust, component-based design system with comprehensive guidelines for easy developer handoff. Additionally, our experienced front-end engineering team collaborated closely with Midtown's backend engineers, integrating APIs and implementing responsive designs using ReactJS.

Denovers' skilled frontend engineers partnered directly with Midtown's backend development team, translating intricate UI designs into robust, performant ReactJS applications. We integrated various APIs to ensure seamless real-time data synchronization across all CRM modules, enabling immediate updates and enhancing operational responsiveness. Performance optimization was prioritized, ensuring rapid load times and superior user experience across all platforms and devices.

The new CRM significantly streamlined Midtown Home Improvement’s operational workflows, enabling better internal communication, increased productivity, and improved customer management capabilities. Feedback from users across all levels—from telemarketers to managers—has been overwhelmingly positive, citing improved usability, clarity, and efficiency.
Denovers continues to partner with Midtown, supporting ongoing enhancements and ensuring their CRM evolves alongside their growing business needs.

Neuron praised Denovers for seamlessly integrating with their internal design team and helping them execute UI/UX improvements efficiently.