SFR Business Client Portal Redesign
Redesigning the B2B telecom management platform for enterprise clients. Modernizing expense tracking, incident reporting, and account management.
Project Overview
SFR's Business division needed a ground-up redesign of its enterprise client portal — the platform used by French businesses to manage their telecom infrastructure, track expenses, and handle incidents. I joined via Pocket Prod agency as Senior UX Designer, responsible for research, user interviews, workshop facilitation, wireframing, and co-design sessions.
Team: UX designers, UI designers, Product Owners, Technical Project Managers, Developers, Customer Service representatives Tools: Figma, Miro, user interviews, co-design workshops, persona development, KPI prioritization exercises Scale: B2B telecom management platform serving enterprise clients across France
Challenge & Context
The platform covered several critical areas: the Billboard (expense tracking and reporting), incident ticketing, and account management. Business clients struggled with inefficient workflows and limited visibility into their telecom expenses. The aging UI didn't meet modern B2B standards.
The decisive signal: clients were bypassing the platform entirely — relying on ROCs (customer relationship officers), or exporting data to Excel and SaasWeDo for reporting. The platform wasn't meeting their needs.
Project Goals
- Redesign the Billboard to provide comprehensive, customizable expense tracking and KPI reporting
- Modernize the incident reporting system with improved UI and streamlined UX
- Enhance account management with full visibility of user logins, admin privileges, and security monitoring
- Reduce client dependency on ROCs and external tools
- Align with SFR Business digital charter
User Research & Discovery
Methods: Semi-structured user interviews, workshop-based co-design sessions, ROC consultation, competitive benchmarking.
Participants: Enterprise clients for Billboard research, ROCs, and internal support team members.
Three key profiles:
- Manager/Gestionnaire. Adjusts budgets and monitors spending. Needs high-level KPI visibility and trend analysis.
- Administrator. Manages user accounts, permissions, and security monitoring. Needs detailed access logs and device activity tracking.
- ROC (Relationship Officer). Supports clients using the platform, creates custom reports. Needs professional tools to efficiently serve multiple clients.
What the research showed:
- Clients needed to group and analyze telecom data by their own business entities (production, commercial, R&D departments) — not just technical line groupings. Budget allocation mapped to cost centers, not to SFR's internal topology.
- KPIs were scattered across multiple interfaces with no clear prioritization. Users weren't sure what mattered.
- Account security and activity monitoring lacked visibility. Admins struggled to detect unusual access patterns or manage permissions without calling support.
Design Process & Approach
Discovery & research. Conducted user interviews with business clients, organized presentations with ROCs to gather market feedback, performed competitive analysis, and developed personas.
Co-design & ideation. Facilitated workshops for incident reporting and technical change screens. Ran KPI deep-dives and prioritization exercises using sticky notes and dot voting with stakeholders.
Design & iteration. Created wireframes and screen flows in Figma. Developed UI screens following SFR Business digital charter. Iterated based on workshop feedback and stakeholder reviews.
Solution & Key Features
Billboard (Expense Tracking & Reporting). Customizable KPI dashboard with role-based prioritization and grouping. Two-tier structure: free essential KPIs and premium advanced analytics. Custom report builder. Organizational grouping by business entities, including multi-level holding company views.
Account Management & Security. Complete view of all administrator and user logins with clear account type distinction. Device activity tracking (type, OS, browser, location, IP). Detection of unusual access patterns. GDPR-compliant data handling.
Incident Reporting. Modernized ticketing interface integrated with the overall platform UI. Streamlined incident declaration for mobile, fixed line, and cloud services.
Challenges
Balancing autonomous client use with the ROC support model. The solution needed to serve both cases: ROCs helping clients set up initial custom reports, while over time clients built independence. This added value to the ROC service rather than making it obsolete.
Premium feature definition. Used collaborative workshops and persona-based evaluation to identify features that genuinely justified premium pricing — like adjustable out-of-plan tracking and zero-traffic line analysis — versus features that belonged in the free tier.
My Role
I led user research, including direct interviews with enterprise clients. I facilitated multiple co-design workshops with stakeholders and product owners. I created UX wireframes and flows for Billboard, account management, and incident reporting. I developed the KPI prioritization framework through collaborative exercises, worked with UI designers to follow the digital charter, and began building a UX component library for design consistency.