Andrea Gnecco • UX Designer • HCI MSc

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Case Study 3

Consolidanting Sales Force

From manual tasks and legacy digital tools to an optimized flow for a global bottler company's sales force

5 min read

Due to NDA, the visual and data on screens were mocked up from the real solution

The Problem Space

When a rep visits a client on their sales route, the most valuable opportunity often isn't the order the client places every week. It's the one hidden in the rep's own sales performance, the client's location, their history, and the relationship's untapped potential. But none of it was connected: performance lived in one dashboard, location and history in another system, and relationship opportunities were never fully surfaced.

So reps defaulted to the safer path, fulfilling the weekly order, instead of pursuing the sale the data already pointed to.

Initial Approach

If reps were going to see opportunities instead of just the regular order, visit planning, client insights, and relationship potential couldn't stay scattered across separate tools. They needed to live as one journey, integrated into a single mobile tool.

My Role

From a team of 3 UX Designers including myself, I owned most of the UX journey (5 of 7 modules) as the UX Design Lead. These are some activities I have done:

a) Research activities

The research was grounded in direct with sales force team, including field visits with ethnographic observation and shadowing sessions, interviews, usability testing on prototypes in each iteration. These activities were conducted by myself under our UX Research Leadership.

b) User Experience Design

I owned the experience for 5 of the 7 modules. Wireframing was my way of mapping the information architecture, and interaction patterns became the bridge between that architecture and the interface I was constructing.

c) User Interface Design

Regarding the interface, I made the visual design decisions, also contributing to the company's Design System by bringing the components and patterns I created into its official definitions. The UI was built entirely in Figma, from screens to prototyping

d) Stakeholders

I worked closely with SMEs in weekly sessions, aligning business rules and surfacing insights. I also worked side by side with product managers to shape and validate key product decisions.

Solution

Hover on the pink bullet points over mockups to understand the details

Planning and performance