The Problem
CHR had a strong sales methodology—but they needed more consistency in how to talk to prospective customers. Sales material was not meshing with the way the sales team was selling. Reps lacked tools at their disposal for cohesion, clarity, and real-time adaptability. They needed a streamlined way to present ROI and tailored content to prospects.
SOLUTIONS OVERVIEW
Through Content Audits of existing brochures and sales peices, my team and I provided a roadmap (using the six “Ds” process I developed below), to elevate collateral that matched the sales methodology. Our new tool helped the CHR sales team identify increased efficiencies for their customers. Our sales enablement platform reflected how CHR actually sell and reps could walk clients through real solutions with dynamic ROI scenarios and personalized sales journeys. The result? Increased confidence, consistency, and measurable sales impact.
1. DISCOVER
We began this project by sitting down with CH Robinson’s sales leaders and logistics strategists to understand their evolving challenges in the field. Through stakeholder interviews and team-wide discovery sessions, I identified inefficiencies in their current tools and helped define what a truly valuable sales enablement experience should feel like. For example, I conducted interviews with a number of sales reps to uncover pain points around quoting speed and customer interaction. This phase was all about listening—uncovering friction points in daily workflows and surfacing insights that would inform every next step.
2. DEFINE
Using the insights gathered, I mapped out a content and user flow strategy designed around CH Robinson’s specific goals: speed, clarity, and accessibility in the field. I created a sitemap and clickable wireframe prototype that mapped out 4 core user journeys and 3 navigation modes. Wireframes outlined how users could easily access ROI calculators, logistics templates, and customer case studies—all in one streamlined tool. This phase brought structure and vision together in a roadmap grounded in user needs and business KPIs
3. DESIGN
This is where the tool came to life. I designed an intuitive, responsive UI that honored CH Robinson’s brand while introducing modern UX patterns to guide reps effortlessly through content. With a focus on minimal cognitive load and contextual storytelling, I prototyped interactions that balanced functionality with aesthetics. 15+ screens included onboarding, dashboard, and interactive case study modules with branded motion elements. Accessibility and mobile performance were also key pillars of this design sprint.
4. DEVELOP
Working closely with the dev team, I helped bridge design and engineering, ensuring what we built matched the user-first vision. I annotated design systems, provided component libraries, and guided implementation details. Collaborating in agile sprints, I provided exportable assets and documentation for React components across 3 user modules. Also, I assisted in prototyping transitions and provided UI kits for front-end developers to speed up integration.
5. DEPLOY
Once tested and approved, the tool was deployed into CH Robinson’s sales enablement platform and made accessible across multiple devices. The team assisted in onboarding content creation and provided training materials for internal rollout. I supported the internal comms team with a how-to microsite and create short-form video recordings to walk-through and support sales rep adoption. We also ensured metrics tracking was in place to evaluate success.
6. DEBRIEF
After launch, the team conducted follow-up usability testing and analytics reviews, helping CH Robinson evaluate key metrics like content engagement, quote response time, and user satisfaction. We facilitated a feedback session with reps post-launch and identified key UX enhancements for v2.0 rollout. These insights informed a roadmap of future iterations, including ideas for personalization, deeper integrations, and gamified learning modules.
