[Case 01]
Novacom Deal Dashboard
B2B Telecom
How I Owned the Design Process to Simplify Telecom Deals
Designing a clear dashboard to make deal management easy.
[Project Overview]
Novacom needed a clear, easy-to-use dashboard for its telecom deals. I owned the design from concept to screens, simplifying complex workflows and making deal management effortless.
[Problem Statement]
Telecom leaders returned from the Novacom Africa Summit energized by promising deals but quickly encountered hurdles. Without a clear, motivating way to track progress, updates became inconsistent, engagement dropped, and critical tasks were overlooked.
This lack of clarity left teams feeling disconnected from outcomes, causing lost momentum and missed opportunities. Novacom needed more than just another tracking tool—they needed a way to naturally encourage users to stay engaged and actively push deals forward.
[Industry]
B2B Telecom
[My Role]
Product Designer
[Platforms]
Desktop and Mobile
[Timeline]
June 2024- September 2024
[Persona]
Daniel Mensah
Head of Partnerships
I just want to know exactly where my deal stands and why it’s stuck. This endless waiting with no updates is driving me crazy!
Age: 42
Location: Accra, Ghana
Tech Proficiency: Moderate
Gender: Male
[Tech Comfort]
Regularly uses enterprise tools like email, CRM, and project management software
Comfortable navigating web applications but prefers clean, intuitive layouts
Relies on dashboards and analytics for quick insights, avoiding cluttered interfaces
[Goal]
Maintain real-time visibility on all deals initiated at the summit
Coordinate smoothly with his internal team and external partners
Ensure momentum by tracking every next step and preventing any deal from stalling
[Frustrations]
Important deal details scattered across emails, spreadsheets, and chat apps
Unclear processes leading to delays and missed opportunities
Team motivation dropping when progress isn’t visible or acknowledged
[Needs & Expectations]
A unified dashboard that displays deal stages at a glance
Clear, role-based actions so he knows exactly what to do next
Subtle prompts and visual cues that keep his team engaged and moving forward
[Process]
[01] User Research
Partnered with the founder, who gathered pain points directly from summit attendees and his network of telecom leaders.
Collected firsthand feedback on post-event deal challenges—where deals stalled and what made teams lose track.
Documented scenarios and expectations to guide a solution that truly addressed their needs.
[02] Insights
Recognized that a basic deal tracker wouldn’t sustain engagement—users needed a reason to keep moving deals.
Identified that visible progress markers and tangible rewards would spark action and reduce drop-off throughout the entire deal lifecycle.
Mapped motivational tactics (points, badges, status) to key stages to encourage continued momentum.
[03 Design Solution]
Created a five-stage Kanban dashboard with drag-and-drop cards to visualize deal progress at a glance.
Added subtle point prompts and clear status tags to nudge users toward their next actions without overwhelming them.
Built a role-based approval flow so Operators and Vendors must both confirm moves, ensuring accountability.
[04] Testing & Iteration
Conducted usability tests with actual summit participants to measure task success and time to complete critical actions.
Adjusted reward mechanics and point values to keep users motivated based on real-world input.
Streamlined interactions by eliminating redundant steps, cutting clicks, and refining button placement—accelerating deal progression and reducing friction.
[Outcome]
Teams now log progress at each stage—providing real-time visibility, avoiding pipeline stagnation, and keeping all stakeholders informed.
Role-based approvals and visual cues reduced stalled deals by 40% and cut follow-up times in half, fostering shared accountability and sustained momentum.
Leaders and teams can now view every deal’s current stage and next steps on one clear dashboard, eliminating confusion and ensuring nothing falls through the cracks.
[Key Learnings]
Motivation Drives Engagement
Incentives and progress markers boost user engagement, sustaining deal progression.
Clarity Reduces Friction
Visual layouts simplify complexity and guide action.
Defined Roles Foster Accountability
Role-based flows clarify responsibilities and speed decisions.