Managing Customers with Crema



George Brooks

George is the founder and chief product officer at Crema. He leads a cross disciplined team of strategists, managers, designers, and developers that finds the best methods, techniques, tools, and technology to help entrepreneurs and brands launch new products and business lines. George has worked as a UX/UI designer for over ten years and he is passionate about building creative teams that solve big problems.

Goals for Asana

  • Stay on the same page internally.
  • Transparency both inside and out.
  • Provide a space to collaborate with clients. Let them share ideas and comment on developments.
  • Give clients visibility so that your relationship can be centered on collaboration rather than uncertainty.

Best practices

  • Organize clients by Team. Each Team representing a client and containing a set of template projects.
  • Use a unique code at the beginning of each project name to separate similarly named projects across client Teams and make them easier to search.
  • Invite your clients to their respective team and allow them to have complete transparency into your team’s process and progress.
  • Spend 30 minutes training clients in both how to use Asana and how you’ve set up your workflows. Be sure to demonstrate where they'll need to focus or take action.
  • Limit project and Team membership to only the staff members directly involved. Make sure your team doesn’t receive notifications for projects they aren’t directly working on.
  • Use instagantt to share detailed progress and timelines with clients.


Client communications

Crema creates a Client communications project in each client Team. George’s staff uses Asana’s ability to add tasks to multiple projects to surface tasks that need the client’s attention here. The Client communications project also gives clients a place to ask questions or make requests.

Learn more about how to create customer facing communication projects here.


Each Team contains a high level roadmap project. This gives the the client a birds-eye view of the path and key dates ahead. The tasks in this project represent high level milestones in Crema’s process rather than the specific pieces of work along the way.

Create your own roadmaps in Asana using these instructions.


Crema uses a Priorities project to let clients dig into what is happening each week. This project is organized on a sprint by sprint basis and is broken up into three section:

  • What is happening in the current weekly sprint.
  • What is planned for the next sprint.
  • A backlog of the tasks that have yet to be finalized for future sprints.

Setting up a sprint plan in Asana is simple. Just follow these six steps.


Throughout a three day strategy session, Crema builds out a Capabilities project for their clients. This project captures the problems the client is trying to solve and suggests solutions in the form of user stories. Each task in the Capabilities project represents a particular function or product component with a variety of related user stories captured in their description.

George and the Crema team use at-mentioning to reference related components and user stories in task descriptions.

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