CEMEX Sales360 — Enterprise Mobility Platform
TRANSFORMING REGIONAL SALES OPERATIONS THROUGH A MOBILE-FIRST ENTERPRISE INTELLIGENCE PLATFORM.
Built a mobile-first Sales360 platform enabling regional managers to access operational insights, customer intelligence, and financial data anywhere.
CEMEX — Global Building Materials Company
Construction & Enterprise Sales
UX Lead – Product Strategy, Research, Mobile Experience Design
- West Palm Beach (USA)
- Monterrey (Mexico)
- Noida (India)
- Research & Workshops – 1 week
- Design Concept Approval – 4 weeks
- Product Design & Development – Hybrid Mobile Platform
CEMEX used a large desktop-based Sales360 platform used by regional managers to track customers, sales performance, and operational insights.
However the platform faced major adoption challenges.
Managers were frequently in the field and rarely used desktop systems.
Many critical features were buried under deep navigation structures and were difficult to discover.
As a result, large portions of the platform remained unused.
Immersion Workshop with Sales Leadership - Field Research
Immersion workshop with CEMEX sales leadership in West Palm Beach. Printed versions of the existing Sales360 platform were used to analyse workflows and identify usability challenges.
To understand how the platform was used in real operational contexts, I conducted an immersion workshop with regional sales managers at the CEMEX office in West Palm Beach.
Since meeting room infrastructure was uncertain, I printed the entire Sales360 website and brought it to the workshop.
This allowed stakeholders to review the complete system together and discuss their daily workflows.
The exercise revealed several usability challenges and uncovered hidden opportunities for improvement.
Key Insights
The workshop revealed several critical insights. These insights guided the direction of the new product strategy.
Over 50% of the platform’s features were either unused or unknown to users.
- Deep navigation structures hiding key functionality
- Inconsistent terminology across workflows
- Limited access to data while managers were in the field
Product Strategy
Rather than redesigning the desktop portal, we proposed a mobile-first enterprise solution.
The goal was to enable regional managers to access operational insights while visiting customers or travelling between sites.
We designed a hybrid mobile application for iPhone and iPad.
This architecture allowed:
- Fast native-like navigation
- Enterprise web data integration
- Rapid deployment across devices