Case Study
$2.1M+ ROI SaaS FinTech Platform Transformation Strategy
$450K Investment | $2.1M+ Annual ROI | 2,200 Global Sales Representatives STRATEGIC INSIGHTS Enterprise tools are brand experiences: Sales reps perform best sans clunky interfaces. Don't let lack or research and strategy undermine your workforce's time and products success. Internal UX is external brand strategy. Screen reduction is vanity without context: True improvement preserves power while improving usability. Requires rethinking structure, not removing features. Training time is strategic business metric: Reducing training from 3-4 weeks to 10 days improved business economics by accelerating time-to-productivity.
THE CHALLENGE: a large SaaS FinTech platform 2,200 global sales reps battled a legacy CRM requiring navigation through 35 screens for routine tasks. System inefficiencies weren't just UX problems — they were revenue constraints. Every minute navigating screens was a minute not building client relationships. With $450K investment at stake, the question was: How do we maximize sales productivity while maintaining Bloomberg's data depth?
STRATEGIC APPROACH Core Insight: Through contextual inquiry, I discovered the problem wasn't too much information — it was poorly structured access. Sales reps couldn't surface critical client insights quickly during live interactions, undermining our "trusted advisor" positioning.
My Framework: "Contextual Intelligence Over Interface Simplification" — anticipate information needs, reduce cognitive load, preserve power functionality, accelerate learning.
Three Critical Decisions:
1. Optimize for Client Meetings, Not Administration Chose to prioritize live client interactions over back-office workflows. In enterprise sales, what happens in client meetings determines win rates. Tested prototypes in simulated 30-second and 12-minute client scenarios. Result: 42% reduction in system navigation during meetings.
2. Reduce Screens Through Architecture, Not Feature Cuts Rather than removing functionality, redesigned information architecture to match how top performers think about client relationships. Reduced screens from 35 to 27 (23%) without losing any functionality — actually made more information accessible.
3. Transform Training from System Mastery to Sales Mastery Reframed training around client scenarios rather than system features. Interface transparency allowed learning by doing instead of memorizing. Result: Training reduced from 3-4 weeks to 10 days (70% improvement).
BUSINESS IMPACT
- $2.1M+ annual ROI from 45 min/week savings × 2,200 reps
- $450K investment: 3-month payback with ongoing returns
- 23% system efficiency: 35 screens → 27 screens
- 70% faster training: 3-4 weeks → 10 days
- 35% performance improvement across sales functions
- 20% capacity increase: More client interactions daily
