Optimizing AT&T's Seller CRM Platform with Salesforce Cloud
AT&T Business partnered with Salesforce in one of the most significant and largest B2B transformation deals in Salesforce's history, consolidating multiple legacy systems into a unified platform. As the Product Design Lead, I focused on Salesforce CPQ (Configure, Price, Quote) design for over 12 months, creating flows, wireframes, and high-fidelity mockups for key features such as product model structure, product configuration, proposal creation and contract creation.
Product Design Lead
2022-2023
Web and Tablet (Responsive Design)
Challenge
Fragmented data and complex product configurations
Poor customer experience and scaling challenges
High training and support costs with compliance risks
Solution
Our Salesforce team collaborated with clients and partners to transition legacy systems to the Salesforce platform, streamlining processes for AT&T business sellers. I led the Product Model Design team pod, delivering tailored design solutions for CPQ features in Sales Cloud. By prioritizing built-in Salesforce tools, we minimized costs while incorporating custom solutions only when essential. To support these efforts, I created an Enterprise Product Catalog (EPC) guide that visually explains the system's information architecture. This guide not only reinforces the rationale behind our design templates but also ensures they align with the solutions we delivered for easier future optimization.
3
consolidated systems out of 200+ legacy systems for a more seamless sales process
22 mins.
saved per day, improving sales efficiency
$1.6B
saved for AT&T Business over the next 5 years
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
The modernization of the subscription management platform successfully addressed the core usability issues and improved the overall user experience. By focusing on simplifying the interface and optimizing workflows, we were able to create a more efficient and enjoyable platform for users. The significant improvements in user engagement, satisfaction, and subscription rates underscore the importance of user-centric design in achieving business success.