One guided workspace replaced six screens that never shared context.
Customer service reps (CSRs) build 20–25 price estimates a day for commercial print and packaging jobs. In the legacy tool, one estimate meant hopping across six or more screens and re-typing the same details each time.
More context
We audited the system, shadowed CSRs on the production floor, and rebuilt estimating as a three-step flow with auto-fill, live pricing and AI suggestions.
- Baseline auditLegacy walkthrough
- Field researchShadowing on the floor
- AnalysisEmpathy mapping
- StrategyPrinciples & flow
- DesignPrototype & test
One estimate meant six or more screens and no shared state.
CSRs worked in a disjointed, non-linear interface. We audited every screen in the estimating path and shadowed users to see how they actually got work done.
Key finding: users tracked context by hand, in Excel or on sticky notes, because nothing carried over between screens.
screens to complete one estimate
of estimates needed manual re-entry
user satisfaction (internal audit)
The real cost was stress: CSRs didn't trust the tool to be right.
Beyond the UI audit, we studied the cognitive load on the shop floor. Empathy mapping and observation sessions explained why each friction point existed.
Says & does
- Off-system calculation
- Uses Excel to pre-calculate prices before entering them.
- Manual tracking
- Keeps client preferences and configurations by hand.
- Excessive double-checking
- "Where's that field… again?"
Thinks & feels
- Tired & frustrated
- Anxious about pricing errors; the tool feels slow and dated.
- Repetitive effort
- "Why do I need to select the same options again?"
- Low trust
- Doesn't trust the tool to get it right.
Pain points
- Missing features
- Gaps force manual workarounds.
- No client profiles
- Data is re-entered every time.
- High cognitive load
- A confusing interface demands constant checking.
Design opportunities
- In-tool calculation
- Transparent pricing logic inside the tool.
- Client profiles
- Save and reuse client and product configurations.
- Clear progress & review
- Fast feedback and visible progress.
We designed for a CSR handling 20–25 estimates a day under pressure.
Field shadowing and structured interviews pointed to one primary user, who bridges sales, production and the client on every job.
Sarah Thompson
Customer service representative · primary persona- Experience
- 7 years in print estimating
- Workload
- 20–25 estimates per day
- Location
- Cincinnati, Ohio
- Tech comfort
- Intermediate; at home in Excel
"I'm always afraid I'll forget to add the coating cost, and the client will get a wrong quote."
Sarah, CSR- Speed & accuracyCreate estimates with minimal manual corrections.
- Client satisfactionKeep sales, production and clients aligned.
- Error preventionPricing mistakes delay production and damage trust.
- Seamless conversionTurn estimates into jobs without friction.
| Pain point | What happens | Severity |
|---|---|---|
| Navigation | Switches between multiple screens to finish one estimate. | High |
| Repetition | Re-enters customer, company and contact details every time. | High |
| Visibility | Unclear which section (product, add-ons, pricing) she's editing. | Medium |
| Feedback | No confirmation after saving or calculating. | Medium |
| Reliability | Fears losing data on reload. No auto-save. | High |
Shift the CSR's job from calculating to verifying.
We set two core principles, then tied every pain point to a concrete design decision.
Reduce cognitive load
Turn complex math into values calculated automatically from the job type.
Validate in real time
If a dependency is missing, point to it visibly before it becomes an error.
| UX challenge | Design decision |
|---|---|
| Too many fields on one screen | Progressive disclosure with collapsible sections |
| Losing context while navigating | A progress stepper that shows the current stage |
| Manual data re-entry | Auto-fill and memory for recent clients |
| No feedback on save or calculate | Toast messages and a live total price |
| Cognitive overload | Clear section headers, consistent alignment and icon cues |
Every step that didn't earn its place was removed.
We mapped the CSR's end-to-end flow, from client request to quote letter, and designed a small set of patterns to carry it.
- Basic detailsCustomer → company → contact → category
- Product detailsType → quantity → size → material
- Add-ons & finishingProofing → coating → packaging
- Price summaryReview → edit → recalculate
- Quote letterGenerate → submit or send to the estimating queue
Every element in the workspace traces back to a finding.
The three-column layout, chip selectors, AI panel and live progress sidebar each resolve a documented frustration from Sarah's day.
Pick a product, then choose a quick or a detailed path.
CSRs start from product setup, then choose a Quick Estimate (a guided RFQ for the estimating team) or a Detailed Estimate (full costing with a live cost panel). Both share the same step navigator, auto-save and AI suggestions.
Try the working prototype
Walk the redesigned flow end to end: pick a product, choose Quick or Detailed estimate, and review the quote.
Password protected. Email me at ramprasadp1304@gmail.com for access. Best on a laptop or desktop screen.
123- Visual categoriesProduct types are cards with icons, not a long dropdown.
- Live previewThe chosen product, template and style are confirmed as you go.
- Two pathsQuick or Detailed, and CSRs can switch later.
1234- Always know where you areA step navigator shows status for each stage.
- Favourites firstFrequent clients are one click away.
- No re-entrySelecting a customer fills company and contact details.
- Auto-saveCompletion and "Draft saved" stay visible.
1234- AI reads the jobIt detects the product and suggests board, print method and coating.
- Chips for every choiceQuantity, material and printing are scannable and hard to miss.
- Start from a sampleExample descriptions fill the brief in one click.
- Similar past RFQsReuse what worked for comparable jobs.
123- Readiness at a glanceA score and checklist confirm what's complete.
- What happens nextQueue, turnaround and assignment are shown before submitting.
- Confident submitOne clear primary action, with Save Draft beside it.
123- Completion trackingTen sections with a live completion meter.
- Chips for priorityNormal, Rush or ASAP in one tap.
- Live costsMaterials to margin update as the CSR works, so she verifies instead of calculating.
Half the screens, about 40% faster, and nothing typed twice.
The guided workspace replaced six disconnected screens. CSRs now verify auto-calculated values instead of pre-calculating in Excel.
screens to complete an estimate
faster estimate completion
manual re-entry steps
auto-save coverage