Role
UX Designer - Freelance
Industry
Sales
Sales Workflow Optimization Tool
Sales revolution: Modernizing quote generation through UX
This project involved developing a streamlined quote generation system for Ferretería Oviedo's B2B sales team. By unifying multiple product databases into a single interface. As one of my first UI/UX projects during my transition from graphic design, this remote collaboration with a developer partner presented both learning opportunities and logistical challenges. The client needed to modernize their legacy quotation system, which was slowing down their sales team's responsiveness to B2B customers. As the UX designer on this project, I began by conducting in-depth interviews with both the store owner and sales team members to fully understand the business requirements and user pain points. This foundational research revealed critical inefficiencies in their legacy quotation system, particularly around data access and workflow bottlenecks. I developed and tested prototypes with users segmented by their system expertise and tech comfort, which revealed distinct needs. Through iterative testing, I refined key interactions, like the discount buttons, to mirror the sales team's real workflow patterns. To ensure consistency across the interface, I built a complete design system from scratch. Throughout the project, I maintained close remote collaboration with my developer partner to balance user needs with technical constraints during implementation.
Many clients entered the investment journey with limited clarity about their risk tolerance, which often resulted in hesitation and limited confidence when acting independently.
The opportunity was to create a digital experience that could:
Help users articulate their risk profile in a meaningful way.
Connect that profile to suitable investment funds.
Increase confidence at the moment of decision-making, at scale.
PROBLEM FRAMING
The core problem was not “users can’t answer questions,” but rather:
Users complete profiling tools without fully understanding or trusting what the result means for their financial decisions.
To understand this gap, I combined multiple inputs:
Benchmark analysis of existing investor simulators.
Persona analysis based on internal customer data.
Qualitative interviews with users and stakeholders.
KEY INSIGHTS:
Users were comfortable progressing through the flow, but hesitated when interpreting the outcome.
They wanted reassurance that the recommendation reflected their personal goals and constraints, not just a generic risk score.