In-house CRM (SC360)

The ecosystem challenge
Smart Connect 360 was built as the internal operational platform for Cosentino’s sales teams, moving away from legacy Salesforce setups. However, as the company migrated its private portals to custom web apps, we faced an architectural challenge: core commercial workflows like showroom display requests had to work for both internal sales reps and external customers in their own private areas.
Our existing design system had fallen behind and couldn't support shared patterns across both environments. Before touching accounts, we updated our component library using Figma variables to build a flexible foundation that works seamlessly whether you are a rep on the road or a kitchen store manager handling your showroom.

New design system with variables

Phase 1: Fixing showroom displays and operational loops

We tackled the showroom display workflow first because we had direct feedback from both sales reps and store owners.

The legacy process was extremely rigid: once a request was submitted, SAP locked the order. If a store had construction delays, the order couldn't be edited. Reps were forced to cancel the entire application and start over from scratch, creating double work for both sales and distribution center teams.

We redesigned the workflow to eliminate these cancellation loops:

• Flexible editing and deferred SAP dispatch: Reps can edit details right up until shipment dispatch. We delayed triggering the formal order in SAP until local stock is verified, preventing duplicated work across regional distribution centers.

• Mixed materials without duplicate requests: Allowed users to bundle bespoke cutouts alongside standard slabs in a single request, distinguishing what materials the fabricator already had in-shop from what Cosentino needed to ship.

• Automated installation audits: Replaced tedious manual photo reviews with a guided camera flow that leverages computer vision to assist users and auto-validate placement, cutting back-office verification effort.

• Partial credits: Allowed partial rebates and adjustments directly on active orders without requiring a total cancellation.

To be mixed case flow

Phase 2: Restructuring accounts into a connected workspace

Once the display workflows and design system were stabilized, we moved to the core entity: Accounts.

In Salesforce, account forms were an unstructured dump where mandatory fields sat buried inside dozens of legacy sections. Reps on mobile devices had trouble identifying what was strictly required, leading to incomplete entries or fake placeholder data.

We audited all legacy account types and normalized between 70 and 90 scattered fields into 100 standardized attributes organized across shared, modular blocks. Instead of treating accounts as an isolated database, we designed the entity so reps could easily trigger and jump between associated workflows: projects, formal quotes, and display requests.

Step 1: Guided essential capture (under 60s)
Name • Contact • Account type & category • Ownership assignment
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Account is active and usable immediately
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Step 2: Office enrichment (Desktop)
Segmentation • Payment terms • Marketing • Additional delivery branches

By extracting mandatory fields into a guided step-by-step creation flow, reps can log an account on the go and leave detailed segmentation or payment settings for later desktop review.

Field discovery and key workflow decisions

We are currently wrapping up field interviews to validate how each information block is used and how to handle empty states on account pages. Several specific operational challenges shaped this phase:

1. Clear ownership assignment at creation

Salesforce already allowed manual account assignment, but the fields were scattered and poorly explained. If a rep missed the checkbox during creation, Salesforce defaulted to an automatic postal code assignment rule. If the account didn't belong to them, the record locked, requiring a manager's manual intervention to transfer ownership. Because zip code workloads are often uneven and client relationships transcend strict geographic borders, we brought ownership selection to the front of the guided flow so reps can make a conscious assignment from day one.

2. Unifying the SAP ID request process

To sell directly to an account, a SAP ID is required. Previously, there was a regional split: while North America had a structured modal requesting necessary documentation, the rest of the world saw a wall of plain text outlining requirements. We unified this into a single, clean step within the payment section, asking upfront whether a SAP ID is needed and displaying the corresponding required fields only when relevant.

Low-fi accout view & SAP ID request new process

3. Delivery locations and Stone Systems particularities

We separated secondary logistics from parent accounts. When clients need materials delivered across multiple project sites, reps can add secondary delivery addresses without generating duplicate billing entities. In parallel, we structured account relationships to support the specific setup of Stone Systems, which operates with its own distinct network of end-clients.

4. Account dashboard and AI suggestions

I explored dashboard concepts using Claude to synthesize key business metrics upon entering an account. Instead of navigating a flat list of fields, reps get an immediate overview of active displays, recent transactions, and open claims, paired with contextual next-step recommendations to prepare their client visits.

Impact & Current Progress

• Unified design foundation: Updated foundational components using Figma variables, aligning patterns across internal sales tools and customer-facing web apps.

• Operational waste reduction: Removed display cancellation loops, cutting administrative rework across sales operations and regional warehouses.

• Structured data architecture: Replaced 70–90 disconnected Salesforce fields with 100 normalized attributes, paired with a guided creation flow that prevents ownership lockouts.

• Low learning curve: Redesigned complex administrative tasks—such as SAP ID requests and ownership handoffs—into guided, modular flows that connect seamlessly to everyday sales tasks.