Suggested Order Feature

Coca-Cola Embonor, one of the largest Coca-Cola bottlers in Chile and Bolivia, needed to improve the usability and efficiency of its B2B sales app. The app allows sales representatives to place and manage orders in the field, even without internet connection.

One of its most valuable features, Suggested Orders, was underused and generated frustration among sales reps due to usability issues. I joined the project as UX/UI Designer, leading the end-to-end design process to improve this key functionality.

Challenges

Sales reps reported that the Suggested Orders section slowed down their workflow instead of helping.
Filters and product organization were confusing, leading to mistakes and wasted time.
The app suffered from performance issues in real-world conditions.
Limited visibility of whether orders had been successfully processed reduced user confidence.

Business impact
Sales reps are the backbone of Embonor’s distribution. Usability issues in Suggested Orders directly reduced their productivity in the field. Redesigning these flows improved efficiency, impacting sales rep performance, order volume, and customer satisfaction, which are directly linked to revenue growth in Chile and Bolivia.

Process

1. UX Discovery

Conducted 16 in-depth interviews with sales reps across Chile and Bolivia.
Collected qualitative feedback and identified recurring frustrations: e.g., disorganized product lists, slow system performance after peak hours, and lack of confirmation of received orders.
Created journey maps and user flows to visualize pain points in the sales process.

2. Analysis

Synthesized findings into clear hypotheses to validate/refute.
Documented insights in Airtable and Confluence for alignment with the broader team.

3. Ideation & Design

Developed low- and high-fidelity prototypes, reusing and expanding the existing design system in Figma.
Proposed new navigation flows for Suggested Orders and improved product filtering.
Designed interactive prototypes to test solutions quickly.

4. Testing & Pilot

Ran usability testing with sales reps using Maze and in-field sessions.
Iterated based on feedback, improving order visibility and simplifying product selection.
Defined analytics tags to track adoption and usability in real conditions.
Implemented a pilot test with selected sales reps across different regions, supported by training sessions and workshops.

Results

Delivered 40+ redesigned screens for the sales app, focused on Suggested Orders and core flows.

Reduced the time needed to place an order by 30%, improving efficiency in the field.
Increased adoption of Suggested Orders functionality among sales reps, validated during the pilot rollout.
Internal teams gained visibility into order performance through new analytics tagging.
The redesign was rolled out to the entire sales force in Chile and Bolivia after a successful pilot.

Learnings

Direct user research with sales reps in context was critical to uncover real-world issues not visible in the original flow.
Iteration and pilot testing allowed for safe experimentation without impacting the full sales force.
Aligning design with a design system ensured consistency and accelerated handoff to developers.