Salesflo Sight
Manager-first analytics for smarter decisions
Turning raw data into real-time insights
Services:
B2B SaaS analytics application design
B2B SaaS analytics application design
Client:
Salesflo
Salesflo
Year:
2018
2018
Discovery and Research
Why we built it
Managers in FMCG were buried in spreadsheets and late reports. Decisions were slow, performance visibility was low, and the existing Salesflo ecosystem (Core + Engage) wasn’t serving them fully. Our goal was to give managers real-time clarity, not just more data.
Who we designed for
Regional and Territory Sales Managers overseeing dozens of routes and hundreds of outlets, working under pressure to deliver daily results.
Context
Salesflo was already powering 40+ enterprise FMCG clients with field sales and merchandising. The missing piece was management oversight, a manager-focused tool to close the loop.
Constraints & MVP
Diverse stakeholders with conflicting preferences on data tracking
Fragmented FMCG market with varied workflows
MVP focused on dashboards, onboarding, and core data visibility workflows to prove adoption fast
User Interviews & Research
We conducted in-depth interviews with RSMs and TSMs, shadowed market visits, and mapped workflows.
Key Pain Points
Manual recording of visits and double effort in data entry
Time-consuming processes
Delayed insights that missed the moment of action
Heavy reliance on external reporting stakeholders
Assumptions tested
Managers prefer visual trends over raw numbers
A simplified onboarding flow would improve adoption
Hierarchical filtering (product and geography) was critical to real-world use
Strategy & Problem
The core problem wasn’t lack of data, it was too much data with no clarity. Managers didn’t want reports, they wanted insights they could act on fast.
Strategic Goals
Simplify workflows and reduce redundant steps
Visualize insights through dashboards, graphs, and heatmaps
Build flexible data visibility workflows for different org structures
Create quick onboarding for faster adoption
Hypothesis
If we design a manager app that surfaces trends clearly and supports real-world workflows, managers will use it daily and teams will perform better.
Design
Sketches & Wireframes
We began with low-fidelity sketches to reimagine manager workflows, then refined into wireframes tested with actual users.
Brainstorming & Customer Journeys
We mapped the traditional workflows (manual data entry + delayed reporting) against improved workflows (direct data sync + instant insights).
Key Task Flows
Onboarding workflow: fast setup with contextual tooltips for adoption
Data visibility workflow: flexible filtering by geography, product, and team hierarchy
App structure: anchored around a customizable dashboard showing live KPIs
Visual & Brand Integration
To ensure consistency across the Salesflo ecosystem, we aligned the product UI with the Salesflo Brand Book. Every visual decision was intentional, from typography and spacing to iconography and interaction states, reinforcing a unified brand experience across Core, Engage, and Sight.
One unique detail was the choice of colour. During early research, I discovered that the Head of Sales, one of our key stakeholders, had a particular affinity for Lamborghini Blue. Beyond personal preference, the colour symbolised speed, performance, and aspiration, all qualities we wanted Sight to embody. By incorporating this bold accent into the interface, we created a visual identity that not only resonated with leadership but also elevated the product’s energy and presence in the hands of users.
The result was a product that didn’t just function well, it also felt premium, aspirational, and unmistakably Salesflo.
Solutions
With research, strategy, and branding foundations in place, it was time to bring everything together into a product that managers could actually use in the field. This is where the vision of Salesflo Sight became tangible.
We designed solutions that translated complex workflows into simple, intuitive interfaces. Every screen was crafted to minimise cognitive load, cut down steps, and surface the most important information without overwhelming the user.
Results
Deployment time reduced by 34%
71% increase in outlet success rate
9.3x task completion rate
76% adoption rate, 82% activation rate
NPS of 84
Managers who once dreaded weekly reports were now checking Sight daily to make faster, data-driven decisions.
Reflection & Learnings
Empathy first: Shadowing managers revealed pain points spreadsheets couldn’t.
Iteration drives success: Every round of testing improved usability.
Flexibility is key: One rigid workflow wouldn’t work across diverse FMCG clients.
Alignment is design work: Reconciling conflicting stakeholder opinions was as important as the UI.
Design tells stories: Data is only useful when it’s transformed into a narrative people can act on.
Discovery and Research
Why we built it
Managers in FMCG were buried in spreadsheets and late reports. Decisions were slow, performance visibility was low, and the existing Salesflo ecosystem (Core + Engage) wasn’t serving them fully. Our goal was to give managers real-time clarity, not just more data.
Who we designed for
Regional and Territory Sales Managers overseeing dozens of routes and hundreds of outlets, working under pressure to deliver daily results.
Context
Salesflo was already powering 40+ enterprise FMCG clients with field sales and merchandising. The missing piece was management oversight, a manager-focused tool to close the loop.
Constraints & MVP
Diverse stakeholders with conflicting preferences on data tracking
Fragmented FMCG market with varied workflows
MVP focused on dashboards, onboarding, and core data visibility workflows to prove adoption fast
User Interviews & Research
We conducted in-depth interviews with RSMs and TSMs, shadowed market visits, and mapped workflows.
Key Pain Points
Manual recording of visits and double effort in data entry
Time-consuming processes
Delayed insights that missed the moment of action
Heavy reliance on external reporting stakeholders
Assumptions tested
Managers prefer visual trends over raw numbers
A simplified onboarding flow would improve adoption
Hierarchical filtering (product and geography) was critical to real-world use
Strategy & Problem
The core problem wasn’t lack of data, it was too much data with no clarity. Managers didn’t want reports, they wanted insights they could act on fast.
Strategic Goals
Simplify workflows and reduce redundant steps
Visualize insights through dashboards, graphs, and heatmaps
Build flexible data visibility workflows for different org structures
Create quick onboarding for faster adoption
Hypothesis
If we design a manager app that surfaces trends clearly and supports real-world workflows, managers will use it daily and teams will perform better.
Design
Sketches & Wireframes
We began with low-fidelity sketches to reimagine manager workflows, then refined into wireframes tested with actual users.
Brainstorming & Customer Journeys
We mapped the traditional workflows (manual data entry + delayed reporting) against improved workflows (direct data sync + instant insights).
Key Task Flows
Onboarding workflow: fast setup with contextual tooltips for adoption
Data visibility workflow: flexible filtering by geography, product, and team hierarchy
App structure: anchored around a customizable dashboard showing live KPIs
Visual & Brand Integration
To ensure consistency across the Salesflo ecosystem, we aligned the product UI with the Salesflo Brand Book. Every visual decision was intentional, from typography and spacing to iconography and interaction states, reinforcing a unified brand experience across Core, Engage, and Sight.
One unique detail was the choice of colour. During early research, I discovered that the Head of Sales, one of our key stakeholders, had a particular affinity for Lamborghini Blue. Beyond personal preference, the colour symbolised speed, performance, and aspiration, all qualities we wanted Sight to embody. By incorporating this bold accent into the interface, we created a visual identity that not only resonated with leadership but also elevated the product’s energy and presence in the hands of users.
The result was a product that didn’t just function well, it also felt premium, aspirational, and unmistakably Salesflo.
Solutions
With research, strategy, and branding foundations in place, it was time to bring everything together into a product that managers could actually use in the field. This is where the vision of Salesflo Sight became tangible.
We designed solutions that translated complex workflows into simple, intuitive interfaces. Every screen was crafted to minimise cognitive load, cut down steps, and surface the most important information without overwhelming the user.
Results
Deployment time reduced by 34%
71% increase in outlet success rate
9.3x task completion rate
76% adoption rate, 82% activation rate
NPS of 84
Managers who once dreaded weekly reports were now checking Sight daily to make faster, data-driven decisions.
Reflection & Learnings
Empathy first: Shadowing managers revealed pain points spreadsheets couldn’t.
Iteration drives success: Every round of testing improved usability.
Flexibility is key: One rigid workflow wouldn’t work across diverse FMCG clients.
Alignment is design work: Reconciling conflicting stakeholder opinions was as important as the UI.
Design tells stories: Data is only useful when it’s transformed into a narrative people can act on.
