GTM Platform Redesign — Shubhangi Singh

Background

From Friction to Flow: Redesigning an Enterprise Sales Experience

A leading HR technology company sought to transform its go-to-market platform to better support enterprise sales workflows, improve pipeline management, and boost seller productivity. The existing CRM experience was fragmented across legacy tools, creating friction at every stage of the sales cycle, from lead routing to contract creation, and limiting adoption at scale.

As the sole Product Designer embedded within a cross-functional BCG X team, I partnered with sales, revenue operations, finance, and legal stakeholders to redesign the end-to-end Opportunity-to-Order process. The work spanned future-state process design, AI-first interaction patterns, and an MLP (Minimum Loveable Product) scoped for release across North America and UKI markets.

Problems to Solve

The Challenge: Aligning Teams, Sellers, and Systems

🧩

No Shared Future-State Vision

Sales, RevOps, Finance, Legal, and Operations each had different priorities and definitions of success. Without a common vision, it was difficult to align investments or make product decisions.

⏱️

Seller Productivity Was Being Lost to Process

Sellers navigated nine opportunity stages, multiple systems, manual approvals, and repetitive data entry, reducing time spent on customer-facing activities.

🏗️

Legacy Salesforce Constraints

Years of customization created architectural limitations, requiring solutions that balanced user needs with platform feasibility.

Process

Friction in BCG & Tech Build Team Workflow

BEFORE

Workstreams in silos — no unified vision & flow
User stories handed to dev without UI specs, causing back-and-forth
Off-the-shelf Salesforce templates shipped with no UX uplift

AFTER

Faster Feature Implementation time
UI/UX screens delivered alongside every user story
Leadership Buy-in secured via North Star prototype

Process

Principles Guiding the Redesign

Reduce Cognitive Load

Surface what matters most.

Drive Action, Not Navigation

Prioritize decisions over browsing.

Enable Self-Service

Remove unnecessary handoffs.

Work Within Salesforce

Balance innovation with feasibility.

Solution

Six modules spanning the Opportunity-to-Order flow

Solution 01

Sales Hub | One place for everything — so reps never have to go looking.

🔍 Problem

Sellers were spending too much time gathering context before taking action.

💡 Design Decision

I created a unified workspace that brought forecasts, approvals, whitespace opportunities, and AI recommendations into one place.

📊 Result

Reps could start their day understanding what required attention immediately. Tradeoff: information density vs. simplicity — I prioritized action-oriented modules and progressive disclosure.

Solution 02

Account Management | Know your account before you walk in the door.

🔍 Problem

Account information was fragmented across multiple records and systems.

💡 Design Decision

I consolidated KPIs, relationship mapping, activity history, and AI recommendations into a single account workspace.

📊 Result

Reps could understand account health and stakeholder dynamics before engaging customers. Tradeoff: depth vs. clarity — I relied heavily on hierarchy and modular sections.

Solution 03

Opportunity | Everything a rep needs to prioritize their pipeline — without opening a single record.

🔍 Problem

Reps were spending too much time opening records just to understand what to do next.

💡 Design Decision

I focused the experience around prioritization and next-best actions rather than data management.

📊 Result

Reps could quickly triage their pipeline and focus on high-priority opportunities. Tradeoff: completeness vs. efficiency — I surfaced only the information needed to move a deal forward.

Solution 04

Quoting | From opportunity to quote — without ever leaving Salesforce.

🔍 Problem

Quote creation required multiple handoffs and created delays.

💡 Design Decision

I designed a guided quote creation workflow directly within Salesforce.

📊 Result

Reps could move from opportunity to quote without leaving the platform. Tradeoff: customization vs. speed — I optimized for the most common workflows and self-service approvals.

Solution 05

CLM | Standard contracts, done in self-service — no queue, no wait.

🔍 Problem

Legal review created bottlenecks for standard contracts.

💡 Design Decision

I introduced a self-service contract workflow using pre-approved templates.

📊 Result

Reduced dependency on legal for routine agreements. Tradeoff: flexibility vs. operational efficiency — standard agreements could move significantly faster.

Solution 06

Order Record | One connected flow, from approved quote to live order.

🔍 Problem

Data was repeatedly re-entered across systems after approval.

💡 Design Decision

I created a connected workflow that automatically generated order records from approved quotes.

📊 Result

Reduced manual work and created a single source of truth. Tradeoff: implementation complexity vs. user simplicity — behind the scenes was more challenging, but the UX became dramatically simpler.

From Friction to Flow: Redesigning an Enterprise Sales Experience

From Friction to Flow: Redesigning an Enterprise Sales Experience

The Challenge: Aligning Teams, Sellers, and Systems

Friction in BCG & Tech Build Team Workflow

Principles Guiding the Redesign

Six modules spanning the Opportunity-to-Order flow

From Prototype to Buy-In: Delivering a Buildable Vision at Speed

Let's build something that matters.