Overview

Field sales reps across multiple European markets used CADI to manage daily orders. The existing interface created friction in the most critical workflow: the ordering module.

Challenge

The ordering module had accumulated years of feature additions without coherent UX direction. Sales reps were spending excessive time on routine tasks, reducing time available for actual selling.

Process

1. Discovery — Shadowed sales reps in Portugal and Denmark, conducted 12 contextual interviews.

2. Synthesis — Mapped the ordering flow, identified 7 critical friction points.

3. Design — Rebuilt the ordering module with a simplified hierarchy and inline quantity controls.

Outcome

Reduced average order completion time by 40%. Rolled out to 4 European markets across 2 release cycles.