Simplifying AT&T's Seller Experience with Salesforce Cloud Solutions
AT&T Business partnered with Salesforce in one of the largest B2B transformation deals in Salesforce’s history, consolidating multiple legacy systems into a unified sales platform. As the Product Design Lead, I was brought in to optimize a critical part of this transformation, streamlining the Configure, Price, Quote (CPQ) process to enhance the seller experience.
Product Design Lead
2021-2023
Web and Tablet (Responsive Design)
Understanding the Challenge
AT&T’s sellers were facing inefficiencies in generating quotes for business products. The existing process was complex, requiring multiple manual steps that slowed down sales cycles.
My role was to lead the product pod team in designing an intuitive, scalable solution that would improve seller efficiency while aligning with AT&T’s business needs.
Leading the CPQ Redesign
For over 12 months, I focused on refining the Salesforce CPQ experience, ensuring sellers could generate accurate quotes efficiently. My responsibilities included:
Delivering design solutions for product features in agile environment
Defining user flows to simplify the cash-to-quote process.
Designing wireframes and high-fidelity mockups for key features such as:
Product model structure for a more scalable catalog.
Product configuration to reduce complexity in configuring products.
Proposal and contract creation to speed up deal closure.
Balancing Customization with Scalability
Given the scale of the transformation, it was crucial to leverage Salesforce’s out-of-the-box (OOTB) solutions before introducing customizations. To achieve this:
I collaborated with Salesforce product experts to maximize the use of standard CPQ functionalities.
I directed my product pod team to identify pain points and opportunities for automation.
We designed workflows and prototypes that enhanced efficiency while maintaining scalability.
Delivering a Seamless Seller Experience
By integrating smart defaults, automation, and an improved user interface, we delivered a faster, more intuitive CPQ process that empowered AT&T’s sellers to generate accurate quotes with minimal friction. This not only improved seller efficiency but also helped AT&T drive more business with a seamless sales experience.
This project reinforced my expertise in leading cross-functional teams, leveraging platform capabilities, and driving user-centered design solutions for enterprise clients.
My Design Thinking Approach
I collaborated with lead and senior designers to create design solutions in an agile environment, focusing on optimizing the sales process. I facilitated communication with solution architects, engineering leads, and stakeholders for the product pod I was assigned to lead.
Gathering all existing business products in the current experience and identifying other business products not yet available in the seller experience portal
Leading a UX audit to assess the consumer website’s product organization, ensuring alignment between consumer and seller portals. I defined the severity levels of identified issues in collaboration with engineering leads, prioritizing necessary changes to enhance consistency and usability for both sellers and customers.
Creating low-fidelity mockups to present solutions to the design team and gather feedback. In the low-fidelity example below, the client requested a more scalable and product-agnostic solution, ensuring that sellers could easily find AT&T Business products without API load time issues
Video Below: Low-Fi Mockup - Product Selection List (Before the Update)
Collaborating with architects and engineers to identify and address technical constraints, refining solutions as needed
Video Below: Low-Fi Mockup - Product Selection List (Proposed Solution)
Sharing the refined design after multiple design iterations with the product owners for approval. Delivering the final designs and ensuring they pass quality assurance
Image Below: High-Fi Mockup - Product Selection List (Implemented Solution)
Image Below: High-Fi Mockup - Product Configuration With Promotions (Implemented Solution)
Image Below: High-Fi Mockup - Cart Summary (Implemented Solution)
Adding the new components to the design system and coordinating with the Salesforce product team for any necessary updates
Video Below: AT&T + Salesforce Components Library Design System
Documenting all design changes in a comprehensive product guidebook to maintain consistency for future designers and updates
Image Below: Enterprise Product Catalog Guide
Creating a content strategy to streamline the UX copy process approval and ensure consistency, leveraging the tools we have at the moment.
Image Below: UX Content Sheet
Introducing Einstein AI capabilities to the client and demonstrating how this would enhance their sales process.
Image Below: Dashboard with Einstein AI
