Andrea Gnecco • UX Designer

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Case Study 3

Consolidanting Sales Force

Turning fragmented manual tasks and legacy digital tools into a single flow for Coca-Cola FEMSA's sales force

5 min read

Due to NDA, some of the visual and data details on screens of this project may be different from the original

The Problem Space

When a rep visits a client on their route, the most valuable opportunity often isn't the order in front of them; it's the one hidden in that client's history, performance, and relationship potential. But none of it was connected: order history lived in one place, performance in another, and relationship opportunities were never fully surfaced. So reps defaulted to the safer path, which is fulfilling the order, instead of pursuing the sale the data already pointed to.

Initial Approach

The pivotal call: start seeing visit planning, client insight, and next actions as one journey integrated in a single tool, not scattered across separate ones. Product and UX made that decision together, with a goal beyond just surfacing sales opportunities: keeping the customer relationship itself at the center of every recommendation.

My Role

I owned most of the journey (5 of 7 modules) as the UX Design Lead, designing the experience for:

Daily planning and performance overview
Visit and route prioritization
Client insight and relationship view
Opportunity surfacing and recommended tasks

This was grounded in direct research with Brazil's sales force, including field visits with ethnographic observation and shadowing sessions, usability testing on prototypes, and interviews with reps; conducted by myself under our UX Research Leadership.

Solution