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ADI Global Distribution is the distribution wing of Resideo, a Fortune-1000 worldwide wholesale distributor of security, networking, and Pro A/V products.
The process was disorganized and lacked standardization, causing delays, lost sales, and poor first impressions.
Skills: User research & interviews, data analysis, affinity mapping, journey mapping, layout design, prototyping
Tools & Methodology: Figma, Miro, Perplexity AI, Salesforce CRM
6 months from rough concept to handoff
National Head of Sales
Digital Marketing & E-Commerce Manager
There were several signs that something wasn't working:
Only about 10-30% of applications completed the whole process.
Most accounts took over >7 days to activate, with some waiting up to a month.
Repeat questions and missed steps indicated that
Sales staff were reporting lost sales due to the lengthy wait time.
The process was chaotic and inefficient, with no standard operating procedure, leading to inconsistent customer experiences.
I could only contact clients who had already had accounts.
I interviewed staff across different departments to understand the usual flow, common snags, and understand where the process failed.
The company didn't track form analytics or completion rates, so I needed to estimate that information myself.
I examined emails and account metadata to map the process and timeline, despite lacking analytics.
Recently took on account onboarding as a job duty
Fields questions about application status from customers
Approves applications for account setup
Oversees overall client experience and bringing in new customers
Manages customer escalations and issues within the application process
Reviews credit applications and granting lines of credit
By combining data and interview feedback, I pieced together the typical journey to gaining an account, including customer, employee, and automated system actions:
While nailing down the customer journey, it became clear that poor UX on the staff-facing side was a root cause of customer pain points.
For example:
I pried for more details on what bothered them, and then created affinity maps to sort pain points into 4 main themes:
The process is so disorganized and overwhelming. Most of the time, I put it off.
- Junior sales associate
We get so many SPAM applications, and good leads are kept waiting while we figure out who's who.
- Branch manager
There's so many redundant steps. If we got rid of them, it would speed things up a lot.
- Credit analyst
With research completed, I arrived at a clear problem statement:
This essential component of customer acquisition must be redesigned to improve experience for both staff and end users.
The user flow was redesigned with input from the Credit, Web and Sales teams. We considered
The UI redesign carried a strong rationale as well:
Establishing a way for staff to organize, track, and find
Eliminating redundancies and finding opportunities for automation
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