Create a modern sales culture that builds customer trust and loyalty, while enabling sustainable growth

at a glance

One of the largest global home improvement retailers partnered with us to improve the relationship with professional customers by assessing pain points and opportunities across people, processes, and technology in the employee experience.

Product design, employee experience, field research & analysis, change management

UX/UI design, interactive prototyping, communications plan, usability testing plans

Retail, sales, home improvement

what we did

We employed a robust research approach to gain a deeper understanding of the sales associate experience within the customer journey and made recommendations to enable consistent delivery and quality of products, savings, and services customers depend on to successfully run their business.

Research & analysis

  • 500+ hours ethnographic research
  • 140+ employee interviews
  • 30 retail store visits
  • Employee surveys & analysis

Technology assessment

  • Current state assesment
  • Sentiment analysis & concept validation
  • User stories & user flows
  • Prototypes & product demos

Executive planning & strategy

  • Stakeholder workshops
  • Executive coaching & training ops
  • Mission, vision, & value statements
  • Executive roadshow presentations


Slalom’s strategic approach helped the sales team formalize their plan and clearly communicate their needs across the company. The Slalom team worked directly with sales executives to craft strategy, goals, and objectives and help define the supporting initiatives for years to come.

In addition to informing the internal perspective on the sales associates, Slalom spent considerable time with customers to ensure their point of view was well-represented throughout the analysis.

The Slalom team took initiative outside the defined project scope to craft a shorter-term version of the client relationship management tool leveraging the Salesforce Lightning Design System to help jump start the minimum viable product within their Salesforce instance.

Future state vision

Conducted a series of executive workshops to capture, evaluate, and prioritize critical capabilities to design a blueprint of a future state vision. This also included quick wins for the sales team to build alignment and consensus on a path forward.

Personas, journeys, & defined roles

Created role-based personas to identify the unique behaviors and competencies of sales associates and defined the right end-to-end customer journey to enable a more sales focused culture. The team also updated role definitions for several sales roles to better align with the new future state vision.

Communication strategy

Developed a communication strategy based on expected change impacts to the key stakeholder groups, designed an engagement strategy, and messaging plan to support execution. The plan took into account risks, timing, and methods of delivery.

North Star prototype

Developed a North Star prototype of the solution informed by the research insights and designed to empower sales associates to process orders faster, identify new customers quicker, and make better decisions based on customer and product data.

Salesforce CRM & user testing

Designed a Salesforce prototype with key elements of the North Star vision to demonstrate how sales could quickly implement the solution in a busy retail environment. Our team also provided a testing plan to validate usability and key features.

Let’s talk about how we can get to work, together

We'd love to collaborate with you to tackle the problems and challenges you're facing. Message us and we'll schedule time to do a deeper dive into how our team can help you.


Thanks for reaching out.

We'll get back to you within two business days.

Oops! Something went wrong while submitting the form.