Enterprise · Digital Transformation
AZAQ - Relia
Relia, an FMCG arm of a major Saudi group, moved off D365 and paper onto a web platform that turns Customer Onboarding and Trade Spending into tracked, digital approvals.
- Role
- Sole Product Designer
- Timeline
- 4 months · 2025
- Year
- 2025
- Industry
- Enterprise · FMCG
The problem
Relia ran Customer Onboarding and Trade Spending on Microsoft D365 and paper. Approvals bounced back and forth, and a salesman sometimes had to physically deliver a document to the Account Representative to move things along. Salesmen and customers were both worn down by it.
My role
I was the sole designer, working with a business analyst to design the platform. I delivered the Customer Onboarding and Trade Spending modules. More were planned, but the client's internal circumstances paused the rest.
The outcome
A web platform that makes onboarding smooth and approvals traceable. More customers get onboarded, and the salesmen are far less bogged down in the process.
4-stage
Approval chain digitized: Salesman, Clerk, Account Rep, Manager
2 modules
Customer Onboarding and Trade Spending, live on the platform
0 hand-offs
No more documents delivered in person to earn an approval
Challenge
Approvals that traveled by hand.
Relia's process was paperwork and patience. Every onboarding and every trade spending request moved through a chain of approvals and rejections, mostly on paper and inside D365. When it stalled, a salesman would sometimes have to hand-carry a document to the Account Representative just to keep it moving. It was slow, it was frustrating for everyone in the chain, and it kept good customers waiting.
Process
Map the chain, then make it flow.
The heart of both modules is an approval workflow that runs from the Salesman to the Clerk to the Account Representative to the Manager. I designed for each of those roles and the moments where things used to break down, so a request moves forward on its own instead of by hand. Trade Spending covers a lot of ground here, from activity proposals and business development agreements between the two parties to promotional activities and claims, so it needed structure that could hold all of it clearly.
Solution
A web platform, made for the people who use it.
The client asked for a mobile app. I pushed for web instead, and the reason was practical. Salesmen work from tablets, where an optimized web view sits comfortably, and the clerks, account reps, and managers all work on larger screens where a proper web interface is far easier than a phone. So the platform reads well on a tablet in the field and on a desktop in the office, and everyone in the approval chain gets a view that fits how they actually work.