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.