SalesHub - CRM for food distributors

Designing and maintaining a core CRM feature of during iterative cycles

Company

Choco - Digitialising food industry

Role

Lead Product Designer: owned end-to-end design for SalesHub, Choco's CRM core module for distributor sales teams across web and app.

I partnered with Engineering, Product, and CS/GTM to ship prospecting map, notes, tasks and reporting capabilities used by hundreds of distributor sales teams.

Duration

July 2025 – Sept 2026 · 3 sequential feature releases

Challenge

Food distributors tend to work in an outdated manner with immense room for digitalizing an industry which heavily relies on isolated spreadsheets and personal notes for each lead which are lost if someone in the team leaves.

Approach

User problem

Distributor sales reps and managers had no unified way to work territory-based prospecting or judge pipeline health over time.

Leads, customers, and their notes lived in disconnected views, and reps often couldn't tell what was already a customer versus a fresh lead.

Goals

1. Create leads from prospects map automating manual entry and viewing them geographically per zones.

2. Centralise notes and tasks for leads for team continuity and transparency.

3. Surface time-based pipeline analytics so managers can track rep and team performance.

Process

Ran interviews directly with distributors to quantify impact and transform needs into concrete requirements.
Pulled recurring asks from CS/GTM across several distributors to validate patterns found during discovery.
Assessed backend and frontend feasibility with engineering (address data coverage, API limits) before getting into final designs.

Parallelised web and app rollout with Weband Flutter Engineers along with individual bug bashes for each initiative.

Design principles

Smart geographical prospecting: search the right accounts so reps can find the right accounts in their area.
Centralise accounts knowledge: one shared source of truth for notes, tasks and lead history across a team.

Design for scale: keep the map legible and performant for distributors with thousands of leads through clustering and limiting amount of accounts in the viewport.

Key design decisions

Built a prospects and leads map displaying key account details to keep information in context.
Extended the map to plot existing customers to prevent reps visiting existing accounts as part of an iteration to prevent Distributor churn.
Designed distributor Notes & Tasks for leads replacing spreadsheets and email threads while giving sales reps accountability and managers visibility.
Iterated the feature further by adding a Team/My Insights tab with time-based funnel analytics, letting managers compare individual and team performance across custom periods.

Results

Defined problem space and addressed the churn risk tied to ~€202K ACV by shipping map-based customer visibility as an iteration.

Sales Rep Performance Tracking shipped live to all distributors on web, giving managers funnel-momentum and rep-activity data they didn't have before.

Distributor notes gave teams a single, attributable record of account history in place of scattered spreadsheets and email.

Established a repeatable, usage-driven rollout model now applied to subsequent releases.