A3 Application Development

Conducted in-depth field interviews with 28 sales reps and support agents across 6 global regions to map pain points in the legacy A3 CRM workflow. Used journey mapping and live process shadowing in Salesforce to uncover 11 high-friction bottlenecks, including duplicate data entry and fragmented case handoffs. Synthesized findings into a prioritized requirement matrix with user-validated personas and task flows. Directly shaped the next-gen A3 redesign, embedding one-click case routing, AI-suggested responses, and unified customer timelines. Outcome: reduced average case resolution time by 38%, cut training hours by 55%, and established a scalable UX blueprint adopted across Dell’s $12B services portfolio.