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Architecting a Unified B2B Ecosystem for AT&T Business

Design Lead for a massive AT&T Business digital transformation, redefining the Configure, Price, Quote (CPQ) seller journey. The project focused on unifying fragmented legacy systems into a intuitive, high-performance sales platform on Salesforce to enhance the seller experience, accelerate deal cycles, and streamline complex enterprise workflows.

$1.6B

Projected Business Impact

Driving massive operational cost-efficiency for AT&T Business over the next 5 years.

30m

Daily Seller Velocity

Saved per user, per day, drastically reducing friction and accelerating the sales cycle.

3

Core Platforms Unified

Consolidated from a fragmented ecosystem of 200+ legacy systems to create a seamless sales journey.

Architecting a Unified B2B Ecosystem for AT&T Business

Design Lead for a massive AT&T Business digital transformation, redefining the Configure, Price, Quote (CPQ) seller journey. The project focused on unifying fragmented legacy systems into a intuitive, high-performance sales platform on Salesforce to enhance the seller experience, accelerate deal cycles, and streamline complex enterprise workflows.

3

Core Platforms Unified

Consolidated from a fragmented ecosystem of 200+ legacy systems to create a seamless sales journey.

30m

Daily Seller Velocity

Saved per user, per day, drastically reducing friction and accelerating the sales cycle.

$1.6B

Projected Business Impact

Driving massive operational cost-efficiency for AT&T Business over the next 5 years.

Role

Product Design Lead

Client

Salesforce
AT&T

Timeline

18 Months

Platform

Desktop and Tablet (Responsive Design)

Stack

Figma, Jira, Salesforce Cloud

Results

By consolidating the first three key sales platforms from a fragmented landscape of over 200 legacy systems, we established a more seamless, unified sales process for AT&T Business. This optimization resulted in 30 minutes saved per day for every seller, drastically increasing operational efficiency and contributing to a projected $1.6 billion in savings over the next five years.

Challenge

AT&T’s legacy quoting process was slow, manual, and disconnected. My challenge was to lead the design of a unified CPQ engine that stripped away the noise and let sellers get back to what they do best: closing.

Challenge

AT&T’s legacy quoting process was slow, manual, and disconnected. My challenge was to lead the design of a unified CPQ engine that stripped away the noise and let sellers get back to what they do best: closing.

Results

By consolidating the first three key sales platforms from a fragmented landscape of over 200 legacy systems, we established a more seamless, unified sales process for AT&T Business. This optimization resulted in 30 minutes saved per day for every seller, drastically increasing operational efficiency and contributing to a projected $1.6 billion in savings over the next five years.

3

Core Platforms Unified

Consolidated from a fragmented ecosystem of 200+ legacy systems to create a seamless sales journey.

30m

Daily Seller Velocity

Saved per user, per day, drastically reducing friction and accelerating the sales cycle.

$1.6B

Projected Business Impact

Driving massive operational cost-efficiency for AT&T Business over the next 5 years.

Finding the Friction

The Audit

I dug into the existing portals to find exactly where things were breaking for both customers and sellers.

Mapping the Maze

I sat down with solution architects and engineers to map out every complex business "rule." This made sure our designs didn't just look good but actually worked with the backend.


Prioritizing Wins

I created a "severity scale" to fix the most painful problems first, making an immediate impact on the seller’s workday.

Designing for Speed

Fixing the Lag

I used rough sketches to test how we could list products faster without waiting for slow data to load.


Salesforce First

I worked with Salesforce experts to use "ready-made" features whenever possible. We only built custom designs when it made the user’s life significantly easier.


Final Delivery

I designed the high-fidelity screens for the most important steps: picking products, applying discounts, and checking out.

Building a Shared Language

Design Systems

I added new, reusable components to the Experience Cloud library so the team wouldn't have to reinvent the wheel.


The Playbook

I wrote a "Product Guidebook" to document every decision, ensuring any designer who joins the project in the future knows exactly what to do.


Clear Voice

I created a central sheet for all app text, making sure the "voice" of the platform stayed consistent and professional.

Looking Ahead

AI Integration

I showed the team how Einstein AI could predict a seller’s next move, using smart dashboards to help them work even smarter.

The Win

By turning a manual "marathon" into a unified digital engine, we:


  • Simplified everything. 200+ systems became 1 unified tool.

  • Gave time back. Sellers now save 22 minutes every single day.

  • Saved billions. This project is projected to save AT&T $1.6 billion over 5 years.

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