Reimagining a Unified CPQ Platform for Sales & Ordering Excellence

How we carried out field research to create a design vision for verizon Sales 360.

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At-A-Glance

As the Senior UX Design Manager, I led the transformation of Verizon's legacy CPQ (Configure, Price, Quote) tools into a single, unified experience. Spanning three disjointed platforms (Proquest, Sales2Go, and ViSE), this redesign aimed to simplify workflows, improve accuracy, and accelerate deal velocity for thousands of users including Sales Reps, Solution Architects, and Order Managers.

Client
Verizon, US
Industry
Telecom Enterprise Sales
My Role
Design Lead
(UX Strategy & Product Design Management)
My Task
Global Framework & Basic & Advance Quoting Experience
Team
2 UX Pods
15+ Designers, Engineers & Product Owners
Platform
Web CPQ System (Desktop-First)
Tools
Sketch, Invision
Timeline
May 2021 - Dec 2022

NDA Notice: Limited Access to Project Details

As much as I would love to showcase the actual design work that was done for Verizon 360, unfortunately, I am bound by a non-disclosure agreement (NDA) with Verizon. However, this presentation will cover the overall process, strategies, and key learnings from the project.

All images, mockups, and visual elements in this case study are created solely for illustrative purposes. They are not actual Verizon assets and have been designed to respect NDA requirements while communicating the design intent.

The Challenge

Multiple disconnected CPQ tools meant redundant workflows, frequent misconfigurations, and high dependency on peer support. Users had to navigate:

Sales2Go for simple quotes

ViSE for complex configurations

Proquest for pricing and approvals

This siloed setup created cognitive load, errors, and delays across teams

72%
of users—especially newer hires—needed help from peers or support teams to complete complex quote configurations.
62%
of quote rework was linked to misconfigured components, often due to inconsistent UI patterns and lack of
real-time validation.
48%
of users reported delays caused by switching between multiple disconnected tools during quote creation.

72%
of users—especially newer hires—needed help from peers or support teams to complete complex quote configurations.
62%
of quote rework was linked to misconfigured components, often due to inconsistent UI patterns and lack of
real-time validation.
48%
of users reported delays caused by switching between multiple disconnected tools during quote creation.

72%

of users—especially newer hires—needed help from peers or support teams to complete complex quote configurations.

62%

of quote rework was linked to misconfigured components, often due to inconsistent UI patterns and lack of
real-time validation.

48%

of users reported delays caused by switching between multiple disconnected tools during quote creation.

The key issues we aimed to solve included…
inefficient handoffs and redundant workflows across siloed tools, a external support due to complex configurations, and frequent rework caused by the lack of real-time validation and guidance.

Executive Summary of Outcomes

The transformation of Verizon’s CPQ experience through Sales360 led to credible, data-backed improvements in efficiency, accuracy, and adoption—driven by strategic UX decisions rooted in user research and enterprise workflows.

Unified Experience
Consolidated quoting reduced tool-switching for over 300 users across Sales, Architect, and Order teams.

Speed Gains
Average quote creation time reduced
by 9–12 minutes across 45 usability test participants.

Error Reduction
19 out of 85 previously misconfigured quotes were successfully prevented with in-app validations.

User Satisfaction
25 out of 30 users rated the new experience “excellent,” with SUS scores improving from 57 to 85.

Enhanced Collaboration
Turnaround time improved by nearly a full business day across 40 quotes tracked through shared folders.

Improved Adoption
Onboarding duration dropped from 8 to 5 days based on 20 new hire surveys and trainer feedback.

Before & After: Workflow Transformation

Research & Discovery

Primary Research

Usability testing of legacy tools

Feedback synthesis from sales enablement leads

Contextual inquiries with 15+ users across 3 roles

View Research Document

Secondary Research

Competitive benchmarking: Salesforce CPQ, Oracle, Zoho

Industry standards in guided workflows and validation logic

Key Problems Identified

Redundant steps across siloed tools

No real-time validation or assistance

Fragmented collaboration (email, spreadsheets)

Steep learning curve for new hires

Key Changes Introduced

Unified quoting into a single, streamlined workflow.

Single Pane UX provides a unified view of customer accounts, enabling faster access to information, better cross-team collaboration, and smarter decisions.

Impact Based on Enhancements

Reduces learning curve, boosts productivity, and improves user satisfaction

Faster Quote Creation: ~25 users benefited

Improved Data Consistency: ~12 users benefited

Added guided steps and smart validation

Introduced Guided Experience with proactive assistance and real-time validation to reduce training needs and errors.

Predicted Impact Based on Enhancements
– Improved productivity, satisfaction, & employee experience
– Reduced Misconfiguration: ~30 users avoided errors
– Fewer Support Requests: ~20 users no longer needed assistance

Unified Communication and Tracking Across Teams

Shared workspace brought sales, support, architects, and order managers together—improving communication, collaboration, and speed.

Predicted Impact Based on Enhancements
– Faster quote approvals and better version traceability
– Faster Approval Turnaround: ~35 users experienced quicker approvals
– Better Version Control: ~35 users had improved traceability

The Numbers We're Seeing

Key Insight:
Users wanted one platform to do it all, without needing to memorize processes across three tools. Business wanted reduced quote cycles and faster ramp-up for new hires.

Time to Find Different Quoting Features
The graph clearly indicates on average, the time taken by users to locate features decreased from 26 seconds in v0 to 15 seconds in v3, representing an overall improvement of 42%. By version v3, the platform had become significantly more intuitive, resulting in faster task completion times across all features.

Significant Reduction in Filing Flow
There was a consistent reduction in the time required to complete the quote creation process, from 8 minutes in the initial version (v0) to 3.6 minutes in version v3. This represents a 55% reduction in quote creation time, demonstrating a significant improvement in efficiency and usability.
User A
User B
User C
User D
User E
3
6
9
v0
v1
v2
v3
Time to Complete Quote
Creation Process (minutes)
Reduction in Clicks for Quoting Process
There was a steady and significant decrease in the number of clicks from 60 clicks in version v0 to 31 clicks in version v3, representing nearly a 48% reduction. This reduction meets the target range of 30-40 clicks, which is considered ideal for quote creation in modern CPQ systems.
Number of clicks
10
20
30
40
50
60
v0 58
v1 53
v2 42
v3 31
Time to Find Different Quoting Features
The graph clearly indicates on average, the time taken by users to locate features decreased from 26 seconds in v0 to 15 seconds in v3, representing an overall improvement of 42%. By version v3, the platform had become significantly more intuitive, resulting in faster task completion times across all features.
v0
User A (Product Config.)
User B (Discount Approval)
User C (Quote Submission)
User D (Customer Info Access)
User E (Collaboration Tools)
5
10
15
20
25
30
v1
v2
v3
Time to find features (Seconds)
Time to Find Different Quoting Features
The graph clearly indicates on average, the time taken by users to locate features decreased from 26 seconds in v0 to 15 seconds in v3, representing an overall improvement of 42%. By version v3, the platform had become significantly more intuitive, resulting in faster task completion times across all features.
v0
User A (Product Config.)
User B (Discount Approval)
User C (Quote Submission)
User D (Customer Info Access)
User E (Collaboration Tools)
5
10
15
20
25
30
v1
v2
v3
Time to find features (Seconds)

Significant Reduction in Filing Flow
There was a consistent reduction in the time required to complete the quote creation process, from 8 minutes in the initial version (v0) to 3.6 minutes in version v3. This represents a 55% reduction in quote creation time, demonstrating a significant improvement in efficiency and usability.
User A
User B
User C
User D
User E
3
6
9
v0
v1
v2
v3
Time to Complete Quote
Creation Process (minutes)
Reduction in Clicks for Quoting Process
There was a steady and significant decrease in the number of clicks from 60 clicks in version v0 to 31 clicks in version v3, representing nearly a 48% reduction. This reduction meets the target range of 30-40 clicks, which is considered ideal for quote creation in modern CPQ systems.
10
20
30
40
50
60
v0 58
v1 53
v2 42
v3 31
Number of clicks
Time to Find Different Quoting Features
The graph clearly indicates on average, the time taken by users to locate features decreased from 26 seconds in v0 to 15 seconds in v3, representing an overall improvement of 42%. By version v3, the platform had become significantly more intuitive, resulting in faster task completion times across all features.
User A (Product Config.)
User B (Discount Approval)
User C (Quote Submission)
User D (Customer Info Access)
User E (Collaboration Tools)
5
10
15
20
25
30
v0
v1
v2
v3
Time to find features (Seconds)

…and the journey continues!

Reflections as Design Lead

Mentored two pods and aligned them via shared systems and rituals

Balanced stakeholder expectations with user-first decisions

Turned ambiguity into action by reframing shifting requirements

Helped business and tech teams visualize the ROI of UX

My Learnings

This project pushed me to balance systems thinking with iterative delivery while managing multiple stakeholders, competing priorities, and geographically distributed design pods. I gained a deep understanding of CPQ systems and how to scale design influence within a large enterprise. Most importantly, I saw how leadership rooted in clarity, trust, and user advocacy can unify teams around a shared vision.