CLIENT: Telia Finland
DATE: 2018 - 2019
INDUSTRY: Telecommunications
ROLE: Product Designer
Project Overview
Selleri is a centralized sales portal designed for Telia Finland, aimed at simplifying commercial operations in that Nordic country. By automating key tasks and providing real-time access to service, product, pricing, and promotional data, Selleri enables sales representatives to personalize interactions and strengthen customer relationships. The platform integrates seamlessly with Telia’s data repositories, offering detailed customer insights at their fingertips.
Selleri is a centralized sales portal designed for Telia Finland, aimed at simplifying commercial operations in that Nordic country. By automating key tasks and providing real-time access to service, product, pricing, and promotional data, Selleri enables sales representatives to personalize interactions and strengthen customer relationships. The platform integrates seamlessly with Telia’s data repositories, offering detailed customer insights at their fingertips.
Design Challenges
As part of the Selleri team, my main challenge was working together with in-house designers and consultants to simplify Telia’s intricate sales data into a format that was easy for users to handle during fast-paced customer interactions. Sales reps frequently struggled to retrieve the right information quickly, leading to inadequate consultations and missed sales opportunities.
Through contextual user research, including interviews and observation of Telia’s sales staff, our team identified the primary barriers within the existing system. Reps needed faster access to relevant customer and product data, without the clutter of unnecessary details. Based on these insights, we designed an interface that streamlined data retrieval and focused on critical tasks, allowing salespeople to navigate seamlessly from customer profiles to product details.
As part of the Selleri team, my main challenge was working together with in-house designers and consultants to simplify Telia’s intricate sales data into a format that was easy for users to handle during fast-paced customer interactions. Sales reps frequently struggled to retrieve the right information quickly, leading to inadequate consultations and missed sales opportunities.
Through contextual user research, including interviews and observation of Telia’s sales staff, our team identified the primary barriers within the existing system. Reps needed faster access to relevant customer and product data, without the clutter of unnecessary details. Based on these insights, we designed an interface that streamlined data retrieval and focused on critical tasks, allowing salespeople to navigate seamlessly from customer profiles to product details.
Given the complexity of Telia's sales data—ranging from pricing to customer eligibility criteria—we structured the interface to prioritize immediate access to key details. For example, reps needed to quickly view basic customer information, such as service history and account status, with the option to delve into more detailed product specs or contract terms only when relevant. This approach reduced unnecessary information overload during routine sales conversations while still providing the depth needed for more complex queries.
Our redesign helped to improve the productivity and satisfaction of Telia's sales representatives. By reducing the time spent sifting through data and streamlining workflows, the new Selleri portal allowed reps to focus on what mattered most: customer interactions. The platform was also built with scalability in mind, ensuring it could incorporate future products and adapt to evolving customer preferences.
Our redesign helped to improve the productivity and satisfaction of Telia's sales representatives. By reducing the time spent sifting through data and streamlining workflows, the new Selleri portal allowed reps to focus on what mattered most: customer interactions. The platform was also built with scalability in mind, ensuring it could incorporate future products and adapt to evolving customer preferences.