Siemens
Redesigned Siemens' sales tool so reps trust it enough to open it live in front of a client again.
Sales Enablement Lead
Siemens (name withheld)
Siemens eXplore is SolutionLink's client-facing sales tool, an interactive 3D platform sales teams use to walk executives through Siemens' digital thread and integrated-solution offerings.
Siemens brought me on to rebuild eXplore, the tool their sales team is supposed to use live in the room with a client. The tool already existed, but it had gotten hard enough to use that reps had quietly stopped trusting it and gone back to building their own PowerPoint decks before meetings that mattered. The work covered the full arc: understanding how different roles across the org actually used the platform, remapping the site architecture, and redesigning the interface itself so a rep could walk a C-level executive through a solution without reaching for a slide deck.
Challenge
Make a dense, technical sales platform something reps actually trust in front of a client.
eXplore wasn't a blank slate. Siemens already had a version of it, and it had failed in the most telling way an enterprise tool can fail: reps had quietly stopped using it. Whenever a deal actually mattered, they'd build their own PowerPoint deck instead of trusting the platform meant to replace it. Underneath that habit sat a second problem: new feature requests came in ad hoc with no strategic filter, so the roadmap grew reactive instead of intentional, and the tool still didn't cover every phase of Siemens' actual engagement model.
Fixing this meant understanding three very different users first: an operations lead who wants speed and clarity, a relationship manager who needs the tool to build trust in the room, and a sales rep who needs to move fast without fumbling. I interviewed more than 20 people across those roles before touching a single wireframe.
Solution
Rebuilt eXplore's information architecture and interface around how sales teams actually present, then worked it into a platform that felt as sharp as the technology it's selling.
I started by remapping the site structure end to end: Digital Threads, Integrated Solutions, a Content Library for collateral, and a panel for trends, challenges, possibilities, and process improvements, all sitting under the platform's core project and solution hierarchy. Every flow had one blunt target: a rep should reach any endpoint in the tool within 45 seconds, live, without losing their place in front of a client.
From there I ran affinity diagramming on months of client-call feedback to prioritize what actually mattered: a PowerPoint-style overlay reps could pull up mid-demo, a searchable content library, simplified navigation levels, and a more polished 3D environment with stylized actors instead of the flat, dated visuals eXplore shipped with. I built the wireframes and high-fidelity comps, then worked directly with the Emma3D development team through rounds of build and usability testing with Siemens' own sales team until the interface matched what we'd designed.
Result
eXplore shipped with a navigation system, content library, and visual redesign built around how reps actually sell, and tested with Siemens' own sales team before launch.
The redesign replaced eXplore's cluttered filter panel and flat visuals with a navigable 3D environment and a proper Content Library sidebar for pulling up assets mid-conversation, built to move a rep through a pitch in under a minute. It's a direct answer to the two problems that started this project: an interface reps were embarrassed to open in front of a client, and a team that had learned to route around the tool instead of using it.
This case study covers the research, information architecture, and interface design. Emma3D's team owned the underlying 3D build.
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