CPQ SaaS Redesign - Improved Sales Workflow Clarity

Dover CPQ: From Complex Quoting to Intuitive Buying

I led UX strategy and product design for Dover Fueling Solutions’ enterprise CPQ platform, helping distributors and internal teams navigate complex product configuration, quoting, approvals, and ordering.

The existing experience buried quote status, surfaced errors late, and scattered pending tasks across screens. My goal was to bring the clarity of an e-commerce experience to a system with complex business rules and five distinct user roles.

I mapped personas and journeys, restructured the information architecture, and created annotated wireframes across the product. The redesigned flows introduced role-based landing experiences, visible workflow progress, connected customers, opportunities, and quotes, and subscription agreements within the main journey.

After around 40 client stakeholders tested the wireframes, I returned to build on their findings. I designed the quote summary, checkout, and dashboard experiences, and developed a 509-screen interactive prototype focused on the distributor’s end-to-end journey.

Working with the creative head and product manager, I translated complex permissions, data dependencies, and approval requirements into clear screens and connected interactions.

The platform is currently in development. The work established the UX foundation and detailed design direction for implementation, with task completion time, error recovery, and training needs as future measures of success.