Revamping Salesforce Success
I led a team in redesigning T-Mobile for Business Salesforce to streamline workflows, enhance sales efficiency, and increase adoption, resulting in a boost in adoption, improvement in task efficiency, and faster order placement.
Our collective efforts contributed to TFB’s expanded customer base of 67 million people, 75% faster deployment times, and employees saving up to seven hours per week.
User Need: Sales representatives needed a faster, more intuitive way to manage leads and close deals without being slowed down by inefficient workflows.
Business Goal: Increase lead conversion and improve sales efficiency while ensuring the platform scales with evolving business needs.
Team
Lead designer (ME)4 Product Designers3 Product Managers1 Scrum Master4 DevelopersDeliverables
User SurveysUser PersonasCompetitive AnalysisUser Stories & FlowsService blueprintWireframesUser TestingVisual DesignSpecifications
Duration
2020—2021Tools & Software
FigmaJIRAMiroWeb Design SystemChallenge
Sales teams struggled with inefficient lead management, complex workflows, and a lack of clear visibility into performance metrics. The existing setup was cluttered, non-intuitive, and required too many manual steps, leading to lost opportunities and wasted time.
Discovery & Exploration
With limited time and budget, we had to get creative. We interviewed four enterprise and four SMB account executives to understand how they work and what slows them down. From there, we led a design thinking workshop to map out the customer journey and identify key pain points. To ensure we weren’t missing anything, we shared our findings through communication channels for feedback.
Customer journey workshop
Defining user’s main goals
We synthesized user feedback to identify core pain points, including manual data entry, fragmented workflows, and clunky decision points. To streamline processes, we designed simpler, more intuitive workflows enabling sellers to focus on closing deals. Collaborating as a team, we analyzed and prioritized dashboards, lists, and records, defining which components could be customized and which leveraged standard out-of-the-box elements.
Feature prioritization
Design
We aimed to reduce manual effort and streamline lead management, while improving visibility into performance metrics and pipeline tracking. Our goal was to make Salesforce more intuitive and adaptable to individual sales workflows, guided by the principles of efficiency, clarity, and personalization.
Mid-fidelity mockups review sessions
Results
Our team’s work led to major improvements at T-Mobile, including faster order placement, quicker deployments, and employees saving up to seven hours per week. These optimizations contributed to T-Mobile doubling its customer base to 67 million since 2012.
Visual Design
We designed role-specific dashboards for quick insights, implemented data visualization enhancements for better pipeline tracking, created workflow automation tools to reduce repetitive tasks, and ensured accessibility compliance for an inclusive user experience.
Salesforce Lightning Design System
Looking back
This project reinforced the importance of aligning UX design with real user workflows. By leveraging research, testing, and iterative design, my team and I created an intuitive, high-performance Salesforce experience that empowered sales reps to close deals more efficiently.
What I would do next time
Next time, I would conduct additional usability testing post-launch to gather real-world feedback, further optimize automation to reduce cognitive load, and explore AI-driven insights for predictive lead recommendations.
B2B • CRM • DESIGN STRATEGYThanks for visiting! 🙂
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