(01) CASE STUDY
Product Design of SFA Tool
Lead Designer — AI Product Design & Research | Enterprise Sales Solutions
Enhanced Sales Force Automation Experience
A comprehensive UX redesign of an enterprise Sales Force Automation (SFA) tool, improving usability and consistency across touch and web platforms for field, office, and analytics users.
2017 – 2025
Tilda Publishing
YEARS
Lead UX & Product Designer
ROLE
Tools
Tools
UX Design · UI Design · UX Research · Design Leadership · Product Analytics
TOOLS
TEAM
(02) MY ROLE
My Role
As Design Lead responsible for the SFA tool, I:
Defined the design-vision and aligned it with business strategy and product goals.
Conducted extensive user research, journey-mapping and usability sessions across global user groups.
Designed modular, responsive UX / UI for both core workflows and peripheral features.
Built a component library and integrated it alongside development teams for reuse and scalability.
Established governance, design-dev alignment and ongoing iteration models.
Conducted extensive user research, journey-mapping and usability sessions across global user groups.
Designed modular, responsive UX / UI for both core workflows and peripheral features.
Built a component library and integrated it alongside development teams for reuse and scalability.
Established governance, design-dev alignment and ongoing iteration models.
Established standardized visualization principles across modules
01
(03) OVERVIEW
Project Summary
The Design Challenge
The SFA tool (now RetEX) is part of the XTEL enterprise solution, designed to support sales teams with customer management, order processing, retail execution, and performance tracking.
Field users rely on a dedicated touch experience while office teams use the web application to monitor workflows and financial constraints.
As Lead Designer, I guided UX and product design of multiple redesign cycles, ensuring the SFA tool aligned with evolving user needs, updated branding, and the broader design system used across XTEL products.
Field users rely on a dedicated touch experience while office teams use the web application to monitor workflows and financial constraints.
As Lead Designer, I guided UX and product design of multiple redesign cycles, ensuring the SFA tool aligned with evolving user needs, updated branding, and the broader design system used across XTEL products.
Misalignment between SFA UI and updated brand identity, causing inconsistent experience.
Lower prioritization compared to other product streams, slowing usability progress.
Fragmented design history due to multiple tool transitions (Photoshop → Sketch → XD → Figma).
Shift in role from hands-on design to design leadership requiring strategic oversight.
Lower prioritization compared to other product streams, slowing usability progress.
Fragmented design history due to multiple tool transitions (Photoshop → Sketch → XD → Figma).
Shift in role from hands-on design to design leadership requiring strategic oversight.
(04) PROJECT GOALS
Goals
Establish a single source of truth for design decisions
01
Improve accessibility compliance to WCAG 2.1 AA
02
Reduce time-to-market for new features by 50%
03
Enable seamless handoff between design and development
04
(05) PROCESS
Process
- Discovery & Audit
- Established UI repository and aligned inventory across touch & web.
- Identified misalignment in flows and branding incongruence.
- User Research & Usability Testing
- Prepared personas, task flows, and scenarios for usability testing with customers.
- Gathered qualitative feedback to prioritize design improvements.
- Design & Prototype
- Created modern, consistent UI components and flow improvements.
- Built prototypes to validate patterns with internal stakeholders and customers.
- Implementation & Collaboration
- Worked closely with product and development teams for seamless implementation.
- Facilitated iterative feedback cycles to refine interactions and visuals.
- Final Validation & Delivery
- Completed handoff with detailed mockups, interactive prototypes, and updated component libraries.
- Supported post-launch refinement based on usability insights.
(06) DELIVERABLES
Key Deliverables
- Modernized SFA UI aligned with core XTEL product design
- Comprehensive UI repository and component library
- Usability testing insights integrated into design decisions
- Prototypes validating new flows across platforms
- Documentation and design system integration for consistency
(07) VISUAL GALLERY
Visual Gallery
The SFA redesign journey resulted in a cohesive, modernized experience for sales teams, bridging the gap between touch and web platforms. Through iterative discovery, testing, and alignment with the design system, the solution now supports efficient workflows and clearer interactions — laying the groundwork for future enhancements and increased adoption.
“
Great product design unifies workflows, empowers users, and evolves with business goals.
(08) IMPACT
Results & Outcomes
While metric specifics are confidential, the redesign achieved:
-
More intuitive and visually unified experience for field and office users -
Consistency across touch & web platforms aligning with the broader product ecosystem -
Simplified workflows with clearer navigation and reduced training burden -
Increased customer satisfaction through usability-driven updates
(09) REFLECTION
Key Learnings
- Designing for multi-platform use requires deep empathy for diverse user contexts.
- Leadership in design means guiding change across tools, teams, and stakeholders.
- Consistency grows through systems, not superficial polish.
