Modernizing the B2B Platform for Mitsubishi Electric: A Unified Experience for Sales and Building Professionals
Mitsubishi Electric needed to reimagine an outdated and manual sales experience for representatives and building professionals. Our goal was to develop a consumer-centric digital platform that could serve as a central hub, supporting the entire customer journey from awareness and education to conversion and ongoing loyalty. The platform had to support multiple business verticals, each with unique workflows and requirements, while remaining intuitive and easy to use.
CLIENT
Key Contributions
Experience Strategy | Design Strategy | Discovery & Current-State Analysis | Workshop Facilitation | Persona Development | Design Direction | Experience Direction | Design Operations Leadership | Information Architecture | North Star Vision Creation
Discovery Phase: Understanding the Current State
Overview:
We began with a deep dive into the existing sales process and tools to uncover inefficiencies and identify where the greatest opportunities for impact existed. The process was outdated, heavily manual, and inconsistent across teams and regions.
Problem:
Sales reps were relying on fragmented systems and outdated materials, making it hard to access the right information at the right time. The experience was not designed for mobile use and lacked a coherent structure that could scale across diverse business units and user types.
Activities:
Conducted stakeholder interviews to understand pain points, workflows, and business goals.
Mapped out current-state journeys and internal process flows.
Identified gaps in tooling and key decision-making touchpoints across the sales lifecycle.
Outlined constraints due to existing CMS (Salesforce) and other legacy systems.
Goals:
Surface key pain points to address in future-state planning.
Align business stakeholders on strategic priorities and ROI opportunities.
Build the foundation for an experience strategy focused on efficiency and adoption.
My Role:
I led discovery activities, connected business goals to user needs, and translated them into clear design challenges and opportunities for innovation.
Definition Phase: Framing the Vision
Overview:
With discovery insights in hand, we created an experience strategy and North Star vision that balanced business impact with user efficiency. The strategy aimed to drive platform adoption by enhancing job-related performance, streamlining complex workflows, and creating an environment that would grow more useful over time.
Problem:
The team needed to drive innovation while working within platform constraints—including Salesforce CMS and a shared technical foundation. Multiple user types required tailored experiences without compromising a unified platform structure.
Activities:
Developed personas across primary user groups: sales representatives, clients, and third-party contractors.
Defined high-impact jobs-to-be-done for each role to prioritize functionality.
Created a unified platform strategy that aligned with current systems while pushing for meaningful innovation.
Reframed business objectives into role-specific value drivers to improve clarity and adoption.
Solutions:
We developed a system-thinking approach to unify fragmented processes into one cohesive experience. This included modular design components, scalable logic, and a clear value proposition for each user type—tied directly to how they work.
My Role:
I translated business strategy into an actionable experience strategy, mapped functional priorities to user needs, and defined a clear roadmap for future platform development.
Design Phase: Simplifying the Complex
Overview:
We redesigned the platform’s front end to reflect Mitsubishi Electric’s brand while focusing on usability, clarity, and scalability. The experience needed to support deep, multi-layered navigation on mobile devices and serve a range of business verticals—without overwhelming users or creating silos.
Problem:
The legacy system had fragmented, complex navigation and lacked visual consistency across business units. Users had trouble locating key content and tools—especially on mobile. The design also failed to reflect the brand’s evolving identity or convey a sense of clarity and confidence.
Activities:
Developed a modular card template system to support a wide range of content types, tools, and use cases while maintaining visual and structural consistency.
Used cards as flexible building blocks across the platform—enabling us to scale, reorganize, and personalize experiences for each role without disrupting the core layout.
Created a mobile-first navigation model using progressive disclosure and layered pathways to manage deep, complex information hierarchies.
Defined a clean, unified visual language that emphasized clarity, white space, and a consistent hierarchy across all modules and verticals.
Designed role-based dashboards and entry points using the card system to provide tailored access and simplified decision-making.
Solutions:
The card-based design system became a cornerstone of the platform’s holistic experience. It allowed us to scale the interface across business verticals while ensuring consistency, flexibility, and ease of use. The final experience felt modern, intuitive, and clearly aligned to Mitsubishi Electric’s brand, whether accessed on desktop or mobile.
My Role:
I led a cross-functional team of UX and visual designers, partnering closely with content strategy to ensure the experience was both intuitive and aligned with the needs of each user role. I oversaw the implementation of the card template system and guided the team in creating a cohesive, scalable design that reflected both user goals and Mitsubishi Electric’s brand identity.
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