Legacy systems were designed around the database, not the customer. We flipped the architecture — and for the first time, agents could see a customer's full relationship in one glance.
Hero visual
The Tension
Cellcom's service agents were spending more time fighting the system than helping customers. Six different legacy CRM tools, none of them talking to each other. An agent handling a billing question couldn't see the customer's technical support history. A field technician arriving at a site had no context about what the call center had already tried. The system was designed around data structures, not around people.
The Insight
The real problem wasn't the technology — it was the information architecture. Every legacy system was built to mirror an internal database table, not a customer journey. Agents served the system instead of the system serving agents. The fix wasn't a better UI on top of bad architecture. It was a complete rethinking of what the agent sees, when they see it, and why.
Research & strategy
Exploration & iterations
The Strategic Move
As the sole designer across a 3-year transformation, we restructured the entire CRM experience around one principle: the customer's story comes first. We created the first-ever 360-degree customer view that aggregated products, interactions, and context across all of Cellcom's business lines. We designed three distinct experience layers — speed-optimized for call center agents, field-optimized for technicians, simplicity-optimized for customer self-service — all drawing from the same unified data model. The UX architecture proved so structurally sound that the core design concepts remained in production years after visual refreshes.
Experience Equation
Thousands of call center agents, field technicians, and millions of Cellcom end customers
Faster resolution, proactive sales, and customer autonomy across every service channel
Salesforce Velocity CRM — powerful but opinionated, requiring deep customization
High-pressure call center environment where every second of agent time costs money, plus field operations and self-service channels
Legacy systems mirrored database structures instead of customer journeys — the information architecture was the problem, not the UI
Final product
Detail
Detail
Detail
What Made This Hard
Sole designer across an entire enterprise CRM ecosystem — agent, technician, and customer-facing experiences
Designing within Salesforce Velocity's opinionated component system while delivering a coherent, Cellcom-native experience
Three audiences, one data model — each layer optimized for a fundamentally different usage context
Migrating thousands of agents from familiar legacy tools without productivity loss
What Changed
Capabilities
Every complex product has a misalignment hiding beneath the surface. Let's find yours.