Challenge

An app can have all the right features and still fail where it matters most: in the field, in the hands of the salesperson, twenty seconds away from an order.

LinkedBy, a specialist in ERP, SFA, and logistics systems for the food and beverage industry, faced precisely this contradiction in its Sales Force Automation. The system had the information that salespeople needed to sell better; the problem was that this information arrived in a way that they simply ignored.

So, Evo Systems understood that it was about behavior. What does a salesperson in the field really need to see when they open the app? In what order? What can be secondary? What can be eliminated without harming the sale?

These questions preceded any design proposal. The Evo Systems team mapped the salesperson's behavior in the field, the time pressure, the cadence of visits to points of sale, and the dynamics of a real sales conversation to understand where the app could be a support and where it could be an obstacle.

The diagnosis was accurate: LinkedBy's SFA didn't have a functionality problem. It had an information hierarchy and flow problem. Three structural flaws concentrated most of the friction:

• Lack of a clear visual guide: Without a prominent color and without a defined typographical hierarchy, the salesperson's eye didn't know where to go. Critical information and secondary information shared the same visual weight, and the result was that nothing stood out.
• Flow loaded with mandatory steps: The app forced the salesperson to go through screens and confirmations that didn't contribute to the immediate objective. Each unnecessary click is a small friction, but multiplied by dozens of daily visits and an entire field team, the accumulated cost is significant. In a team of 30 salespeople making 15 visits per day, 5 fewer clicks per visit equates to more than 2,000 interactions eliminated daily, with a noticeably faster workflow for those in the field.
• Invisible strategic information: Data that could improve sales, such as customer history, order suggestions, and performance analyses, were presented in the system, but in a way that would lead salespeople to completely ignore them.

Transformation_

There's a natural tendency to treat usability problems as technical problems. The instinctive solution is to add features, create new flows, rewrite modules, but when the root cause is how the system communicates with the user, more technology without redesign deepens the problem.

The decision to bring Evo Systems into this project was deliberate: the scope wasn't to rewrite the SFA, but to redesign the experience. The deliverable would be a complete Figma document with redesigned screens, a simplified flow, and components organized according to the UXSync design system, already developed in partnership between LinkedBy and Evo Systems in a previous project.

This continuity matters. UXSync established the visual identity and core components of LinkedBy. The SFA redesign applied this identity to a very specific usage context, with adaptations that the generic design system did not foresee.

In approximately 50 hours of work focused on the application's core workflow, the team delivered a complete redesign with five areas of intervention:

• Visual hierarchy of screens: Emphatic color is systematically applied to key action points. The salesperson is then guided by design, not memorization. What is urgent stands out; what is contextual recedes.
• Unified central screen: The old workflow forced the salesperson to navigate through intermediate screens before reaching what they needed. The redesign concentrated all the options from the main workflow onto a central screen, and the user freely chooses what they want to do without going through steps they didn't request.
• Secondary information as a choice, not as an obstacle:Customer details, order suggestions, and performance data remain available, but are no longer mandatory in the workflow. Salespeople who want to use them can access them; those who don't need them at that moment are not interrupted.
• Viewing POS locations on a map: During the redesign process, the Evo Systems team identified an opportunity beyond the original scope: field salespeople travel routes with dozens of points of sale (POS) per day, but the app offered no visibility into the geographical location of each point. Evo proposed integrating a real-time visualization of the salesperson's location and surrounding POS into the redesign, an improvement that wasn't in the initial request but made obvious sense to anyone who understands fieldwork.
• Structured design system: The final deliverable includes an organized and documented Figma component library. This not only resolves current screen issues but also ensures that future evolutions of SFA maintain visual consistency without needing to rebuild patterns with each new iteration.

Benefits_

The redesign is currently in the testing phase with end users. Quantitative results, such as task time, completion rate, and click-through rate comparisons, are expected in the coming months.

What can already be recorded, based on feedback from the LinkedBy team and clients:

• Information hierarchy: Priority elements are highlighted with defined color and hierarchy, where previously critical information was ignored due to poor screen layout.
• Usage flow: A single central screen with unnecessary steps eliminated, replacing the previous workflow with repetitions and unnecessary clicks.
• Visual guide: Highlighting color in key action points, replacing the absence of a clear focal point.
• Secondary information: Optional and accessible when needed, previously mandatory in the workflow and generating noise.
• Field navigation: Real-time visualization of POS locations on a map, where previously there was no geographic visibility.
• Visual consistency: Standardized components aligned with UXSync, instead of non-standardized items and outdated design.
• Lightness and loading: Cleaner screens with faster response times; improved loading times reported.
• Design system: A structured Figma library with documented components, which was previously lacking.

The LinkedBy team reported an immediate positive perception: cleaner, lighter, and easier-to-load screens. The organized design system was specifically highlighted by the LinkedBy team as one of the most valuable deliverables because it creates autonomy to evolve the product without depending on visual reconstruction at each sprint.

Tools used_

• UX/UI Design

The challenge that LinkedBy brought to Evo Systems appears in systems of all types: ERPs, internal portals, operational platforms, management tools. The pattern is always the same: the system has the right information, but the design doesn't deliver it in a way that allows the user to access it when needed.

When this happens, the problem is rarely diagnosed as a design flaw. It is treated as user resistance, lack of training, or technical limitation. The root cause, almost always, is something else.

If your system's users ignore functionalities, create shortcuts outside the tool, or constantly ask for training, it's worth investigating what the design is communicating before investing in more technology.