CEMEX Sales360 — Enterprise Mobility Platform
Transforming enterprise sales operations through a mobile-first intelligence platform.
Built a mobile-first Sales360 platform enabling regional managers to access operational insights, customer intelligence, and financial data anywhere.
My Role & Contributions
UX Lead
Product Strategy
Workshop Facilitation
Interaction Design
Prototype
Usability Testing
CEMEX — Global Building Materials Company
Construction & Enterprise Sales
UX Lead – Product Strategy, Enterprise Research, Mobile Experience
- 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.
Field Research & Stakeholder Immersion Workshop
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
Mobile-First 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
Home-MyDashboard
Financial Ticket lookup
Product Experience
The redesigned Sales360 experience focused on enabling fast decision-making for regional managers working in the field.
The new Sales360 mobile platform allowed managers to access key business workflows instantly.
Core capabilities included:
Dashboard
Real-time operational overview.
Customer Intelligence
Profiles, activity history, and meeting planning.
Financial Data
Ticket lookup and account summary.
Market Navigation
Search for customers, competitors, and plants.
Product Validation Through Remote Testing
Remote usability testing sessions were conducted to evaluate navigation models and task discoverability, using usertesting.com
Users consistently preferred direct action-based navigation rather than hidden menu structures.
This approach allowed users to access critical workflows faster and reduced cognitive load.
Impact
The new Sales360 platform Enabled CEMEX to transition from a desktop-centric system to a mobile-first enterprise sales platform.
Key outcomes included:
- Simplified enterprise sales workflows
- Improved discoverability of system features
- Access to operational insights while in the field
- Increased usability for regional managers
Leadership
This project required collaboration across global teams.
I worked closely with stakeholders across:
– United States
– Mexico
– India
My responsibilities included:
• Facilitating stakeholder workshops
• Defining product direction
• Designing the mobile experience
• Aligning global product and engineering teams
