Management App for Sales Leaders

Partners used their consultant's profile only for the basics, like her code and her debt. The rest of the information went unopened.

Result

We went from a visual refresh to a redesign prioritized with evidence

Role

Field research, Redesign, Metrics definition

Challenge

Getting the app to solve what the partner had been piecing together by hand

Key decision

Prioritize scannable over navigable

Context

The business partner manages 50 to 100 consultants and lives off her bonuses: she visits, campaign after campaign, the ones falling behind on sales, goals or payments. Each consultant's profile is where the information to prepare that visit comes together.

Finding

Field studies with 18 partners in Peru and Colombia, riding along on their visits.

The phone disappears once the visit begins. “The moment the consultant opens the door, my phone goes into my bag”: everything has to be settled before knocking.

And settling it was manual. She opened the zone report in Excel, cross-checked it against the printed bonus table and worked out by hand how many orders that consultant still needed.

The app had the data, but it didn't give the answer.

Decisions

I prioritized what can be scanned over what has to be navigated. The first view answers the sequence of the visit without a single tap: debt, recent sales and brands, incentives and focus products. The same ingredients she used to gather across the Excel file, the bonus table and paper.

I pushed what went unused in the field down to a second view. Secondary personal details and competitor data moved to a second page, laid out as cards.

I balanced the evidence against the company's methodology. The agreements and the dream earned a preview, even though several partners considered them barely relevant: they embody the relationship Belcorp builds with its sales force.

Before, you had to open each section to know the basics. Now one scroll gives the context to start the visit, and the detail stays one tap away.

The consultant's non-transactional side: who she is, what other brands she sells, what she agreed with her partner and what dream she's chasing. It's the material the partner uses to build a message that consultant actually cares about.

The transactional side: whether she's current on payments, her sales across recent campaigns so suggestions start from a real average, and which brands and categories she moves, to know what to push among what isn't selling.

The tools the partner passes on to her consultant: the campaign's current incentives, the product tips Belcorp sends over WhatsApp, and her digital behavior, such as whether she's sharing her catalog.

Measurement

The first view is used in 20 seconds on average, with a 0.9% bounce rate: the partner opens it, resolves it and leaves before knocking.
Logging the visit from the first page went from 51% to 66% of users across three campaigns.
I proposed what to measure and analytics implemented it. With no dashboards available, I downloaded Firebase campaign by campaign and built the format that made it possible to compare against the previous one and present results.
Agreements and dreams landed at 0.1%. The evidence proved right the partners who saw them as barely relevant, and that's where the next iteration pointed — one I no longer got to do.

One sheet per campaign with every profile event and its variation against the previous one. It's the format I used to back which iteration had worked.

Looking for someone who understands the business,
designs with evidence and ships it working?

Let's talk.

/aldo-huapaya