THE PORTFOLIO
EST 2021
By
Aria Aubrey
MY WORK AT A GLANCE
01
Case Study
02
Designing a Centralized Operations Hub for a Provincial Health Team
END-TO-END CRM & Lead Management System for a Real Estate Business
Industry: Real Estate
Tools: Pipedrive
Scope: Lead intake, consultation workflow, follow-ups, pipeline design
Context
An independent real estate agent was transitioning from informal, manual client tracking into using a CRM as the backbone of her business. As lead volume increased, she needed a structured way to manage inquiries, consultations, buyers, and sellers without losing the personal nature of client relationships.
The goal was not simply to “use a CRM,” but to create a single source of truth for all client engagements.
The Problem
Client communication lived across emails
Lead stages were inconsistent and unclear
Follow-ups relied heavily on manual effort
There was no reliable visibility into pipeline health or next steps
This created cognitive overload and risk in a fast-moving, relationship-driven business.
My Role
I designed and implemented the entire CRM workflow, treating the CRM as an operational system rather than a contact database.
What I Built
A clearly defined lead lifecycle from inquiry to long-term engagement
Automated deal stage and lead status updates
Consultation preparation workflows with task prompts and reminders
Post-consultation routing for buyers, sellers, and non-approved leads
Recurring check-in logic to support long-term relationship management
Clear separation between automated actions and intentional human touchpoints
Outcome
The CRM became the single source of truth for all client activity
Follow-ups became consistent and timely
Decision fatigue was significantly reduced
The system supported growth without sacrificing personalization
Tools: Pipedrive
Scope: Lead intake, consultation workflow, follow-ups, pipeline design
Context
An independent real estate agent was transitioning from informal, manual client tracking into using a CRM as the backbone of her business. As lead volume increased, she needed a structured way to manage inquiries, consultations, buyers, and sellers without losing the personal nature of client relationships.
The goal was not simply to “use a CRM,” but to create a single source of truth for all client engagements.
The Problem
Client communication lived across emails
Lead stages were inconsistent and unclear
Follow-ups relied heavily on manual effort
There was no reliable visibility into pipeline health or next steps
This created cognitive overload and risk in a fast-moving, relationship-driven business.
My Role
I designed and implemented the entire CRM workflow, treating the CRM as an operational system rather than a contact database.
What I Built
A clearly defined lead lifecycle from inquiry to long-term engagement
Automated deal stage and lead status updates
Consultation preparation workflows with task prompts and reminders
Post-consultation routing for buyers, sellers, and non-approved leads
Recurring check-in logic to support long-term relationship management
Clear separation between automated actions and intentional human touchpoints
Outcome
The CRM became the single source of truth for all client activity
Follow-ups became consistent and timely
Decision fatigue was significantly reduced
The system supported growth without sacrificing personalization
Organization: PHSA
Tools: Microsoft Online SharePoint
Scope: Information architecture, project visibility, team operations
(Confidential – anonymized visuals)
Context
A provincial-level clinical program team required a centralized digital hub to support daily operations, cross-team collaboration, and visibility into active initiatives.
The team worked across multiple programs and committees, with information previously spread across folders, emails, and informal knowledge.
The Problem
No single place to understand current priorities or active work
Project status visibility relied on meetings or manual updates
New and rotating team members struggled with orientation
Information was difficult to find and inconsistently maintained
My Role
I led the design and build of a centralized SharePoint operations hub, translating complex operational needs into a clear, navigable workspace.
What I Built
A centralized homepage acting as the operational “front door”
Direct links to frequently accessed folders and tools
A project status dashboard for system-level visibility
Clearly structured sections for:
Core business and governance
Active projects and initiatives
Team functions and working rhythms
A team directory to support role clarity and relationship-building
A shared calendar for meetings and milestones
Outcome
Created a trusted single source of truth for team operations
Improved transparency across internal and external stakeholders
Reduced time spent searching for information
Supported onboarding and continuity in a complex environment
Tools: Microsoft Online SharePoint
Scope: Information architecture, project visibility, team operations
(Confidential – anonymized visuals)
Context
A provincial-level clinical program team required a centralized digital hub to support daily operations, cross-team collaboration, and visibility into active initiatives.
The team worked across multiple programs and committees, with information previously spread across folders, emails, and informal knowledge.
The Problem
No single place to understand current priorities or active work
Project status visibility relied on meetings or manual updates
New and rotating team members struggled with orientation
Information was difficult to find and inconsistently maintained
My Role
I led the design and build of a centralized SharePoint operations hub, translating complex operational needs into a clear, navigable workspace.
What I Built
A centralized homepage acting as the operational “front door”
Direct links to frequently accessed folders and tools
A project status dashboard for system-level visibility
Clearly structured sections for:
Core business and governance
Active projects and initiatives
Team functions and working rhythms
A team directory to support role clarity and relationship-building
A shared calendar for meetings and milestones
Outcome
Created a trusted single source of truth for team operations
Improved transparency across internal and external stakeholders
Reduced time spent searching for information
Supported onboarding and continuity in a complex environment
I believe that the right systems don’t just organize your business — they create space for creativity, growth, and ease.
You deserve to feel supported by how your business runs, not buried under it.
03
04
Designing an Automated Client Lifecycle for a Service-Based Business
Designing an AI-Assisted Support Agent for Operational Decision-Making
Industry: Nonprofit
Tools: Zapier Agents, Gmail, Scheduling Systems
(Confidential – anonymized visuals)
Context
The team managed a high volume of inbound emails related to shift changes, cancellations, and scheduling issues. While many requests were repetitive, each required interpretation, policy checks, and time-sensitive decisions.
The Problem
Staff manually triaged every inbound email
Policies (e.g. 48-hour change rules) had to be applied repeatedly
Response times varied depending on volume
The inbox became a bottleneck for operational work
The challenge was to reduce repetitive decision fatigue without removing human oversight.
My Role
I designed and built an AI-assisted support agent to interpret inbound emails, classify intent, and take appropriate action within clearly defined boundaries.
What I Built
An AI agent triggered by new inbound emails
Intent classification (reschedule, cancellation, running late, etc.)
Time-based policy logic applied automatically
Conditional actions such as:
Labeling and routing emails
Sending appropriate responses
Escalating edge cases to humans
Safeguards to prevent automation loops and over-reach
Outcome
Significant reduction in manual inbox triage
Faster and more consistent responses
Improved policy adherence without policing tone
Reduced cognitive load for staff
A scalable model for AI-assisted operations
Tools: Zapier Agents, Gmail, Scheduling Systems
(Confidential – anonymized visuals)
Context
The team managed a high volume of inbound emails related to shift changes, cancellations, and scheduling issues. While many requests were repetitive, each required interpretation, policy checks, and time-sensitive decisions.
The Problem
Staff manually triaged every inbound email
Policies (e.g. 48-hour change rules) had to be applied repeatedly
Response times varied depending on volume
The inbox became a bottleneck for operational work
The challenge was to reduce repetitive decision fatigue without removing human oversight.
My Role
I designed and built an AI-assisted support agent to interpret inbound emails, classify intent, and take appropriate action within clearly defined boundaries.
What I Built
An AI agent triggered by new inbound emails
Intent classification (reschedule, cancellation, running late, etc.)
Time-based policy logic applied automatically
Conditional actions such as:
Labeling and routing emails
Sending appropriate responses
Escalating edge cases to humans
Safeguards to prevent automation loops and over-reach
Outcome
Significant reduction in manual inbox triage
Faster and more consistent responses
Improved policy adherence without policing tone
Reduced cognitive load for staff
A scalable model for AI-assisted operations
Industry: Service-based (Coaching)
Tools: CRM, Dubsado, Email Automation, Scheduling
Context
A service-based business owner was managing lead intake, sales conversations, onboarding, delivery, and offboarding across multiple tools largely manually.
As inquiry volume increased, the client experience became inconsistent and operational decisions lived primarily in the founder’s head.
The Problem
Multiple lead entry points with no unified flow
Manual qualification and follow-up created delays
Onboarding steps varied by client and package
No clear handoff from sales to delivery to offboarding
My Role
I designed the end-to-end client lifecycle, mapping every step from first inquiry to project completion and offboarding.
What I Built
A full client journey map identifying automation vs. human actions
Centralized application and review logic
Conditional routing based on fit, package, and readiness
Structured onboarding workflows with admin tasks, emails, and scheduling
Delivery-phase check-ins and internal task prompts
A clear offboarding and feedback workflow
Outcome
Clear visibility into client status at every stage
Reduced manual follow-up and decision fatigue
More consistent client experience
A scalable operational foundation without added admin burden
Tools: CRM, Dubsado, Email Automation, Scheduling
Context
A service-based business owner was managing lead intake, sales conversations, onboarding, delivery, and offboarding across multiple tools largely manually.
As inquiry volume increased, the client experience became inconsistent and operational decisions lived primarily in the founder’s head.
The Problem
Multiple lead entry points with no unified flow
Manual qualification and follow-up created delays
Onboarding steps varied by client and package
No clear handoff from sales to delivery to offboarding
My Role
I designed the end-to-end client lifecycle, mapping every step from first inquiry to project completion and offboarding.
What I Built
A full client journey map identifying automation vs. human actions
Centralized application and review logic
Conditional routing based on fit, package, and readiness
Structured onboarding workflows with admin tasks, emails, and scheduling
Delivery-phase check-ins and internal task prompts
A clear offboarding and feedback workflow
Outcome
Clear visibility into client status at every stage
Reduced manual follow-up and decision fatigue
More consistent client experience
A scalable operational foundation without added admin burden
I believe that the right systems don’t just organize your business — they create space for creativity, growth, and ease.
Structure meets soul.
You deserve to feel supported by how your business runs, not buried under it.
