FMCG Salesforce Automation
MAVIC is a field sales platform used by distributor sales reps to plan routes, place orders, and manage day-to-day sales activity.
When we started the project, these workflows were spread across vendors, tools and processes, making it harder for teams to stay organised.
The focus was to bring structure to this, creating an application that made everyday tasks simpler, improved visibility, and supported better on-field decisions.
Process and Timeline
Discovery
Field visits, conversations, and shadowing teams to see how work happens on the ground
Definition
Breaking down workflows, defining key journeys, and aligning on what the product needed to support
Decision
Translating this into flows, requirements, and working closely with engineering to bring it to life
Execution
Supporting rollout, gathering feedback, and improving the system based on real usage
Cross Functional Collaboration
This project involved working across multiple teams, both internal and external, as part of the day-to-day workflow over eight months. The map below shows how these collaborations fit into the project as it evolved.
The Challenge
MAVIC sat at the intersection of two realities. On one side, the business needed stronger visibility, higher adoption, and better sales productivity. On the other, field reps were still working through disconnected tools, manual processes, and flows that made everyday tasks slower and harder.
The problem was not just usability or business performance, but also the gap between how the system was expected to work and how work was actually happening on the ground. Bringing those two closer together became the real challenge of the project.
Business requirements
- A sales platform that could improve consistency and seamlessness across order taking, collections, and outlet visits
- Better visibility into field activity and individual and product performance
- Higher adoption of the SFA app across sales reps
- A quick basis for planning, productivity, and sales tracking
Field teams were dealing with
- Everyday tasks were spread across manual processes and disconnected tools
- Core flows like order taking and collections were paper based and involved unnecessary friction
- There was limited support for decision-making in the field
Once the problem was clear, the work shifted from understanding field realities to translating them into a product that could support day-to-day sales activity more reliably. The focus was on making the app easier to read, easier to use, and more useful in the field.
What the product needed to do
- Make important tasks like order taking and payment collections easier to complete
- Give reps visibility into their performance and incentives
- Reduce reliance on disconnected tools and manual follow-ups
- Support communication and decision-making on-field
Some process-driven features
- A more guided order placement journey
- Visual summaries for sales, incentives, and outlet performance
- A notification system for timely action
- Better communication between reps, distributors, and managers
- A system designed to work clearly across different devices and field conditions
The Design
Product screens
Mavic, designed for TCPL's field salesforce across India, replaces a low-adoption legacy app with a sleek, human-centered system. It streamlines every stage of a Direct Sales Representative's day, from beat planning and sales calls, to order placement, billing, incentive tracking, and support, empowering reps with actionable data and smooth workflows.
Beat execution
Route lists help sales reps manage their visits efficiently, ensuring every customer is reached with minimal manual effort.
Sales Calls
Each beat includes prioritised tasks, detailed customer insights, and visual analytics to guide reps on what matters most each day.
Sales return
Salespeople can quickly report returned items, tracking reasons and quantities to help resolve return issues promptly.
Attendance
Check-ins are simplified to a single tap with GPS validation, ensuring transparency and saving reps’ time.
Bill collection
The billing flow supports multiple payment methods per store, streamlining transactions and keeping financial records accessible.
Order placement
The billing flow supports multiple payment methods per store, streamlining transactions and keeping financial records accessible.
Incentive dashboard
Sales reps see real-time updates on their performance bonuses, motivating sustained high performance through clear visibility.
Help and support
A self-service hub with FAQs, troubleshooting guides, and chat support minimises downtime and boosts rep productivity.
What was unique about this experience?
What stood out in this project was the time TCPL invested in getting the foundation right. That space allowed us to bring structure to a fragmented workflow and shape a market-ready product.
That clarity carried through the build, eventually turning the application into a new industry standard for sales force automation tools.
The work was recognised with the IBDA Best Project award for 2025.
All work showcased here is my own and created in collaboration with respective teams and organisations. Some details, visuals, and identifiers may have been adapted or anonymised for confidentiality. Please do not reproduce, reuse, or distribute any part of this work without prior permission.