Core Project Components

Digital Ordering Flow

Users can now check products for address-specific availability, configure them, and apply online directly. Application data is automatically transferred to and processed by the CRM.

CRM Integration

The platform communicates bidirectionally with the new CRM. Orders, customer master data, status information – everything is seamlessly integrated.

Customer Self-Service

Through a central login environment, customers can view contracts, update data, or manage services – anytime, independent of business hours.

Service-Oriented Architecture

Modular microservices for addresses, products, orders, and user/rights management ensure scalability and maintainability.

API Gateway & Interface Logic

Open, RESTful APIs enable the integration of third-party systems and the reuse of services across platforms.

Design System

Development of a consistent UI component system for rapid prototyping, sustainable maintenance, and a seamless brand experience.

Approach

At the beginning of the project, we conducted an intensive analysis phase in which we examined the current state, identified key stakeholder needs, and defined the most important user paths through user journeys. Based on these insights, we developed a strategic and technical overall concept for the new platform that ensured both a service-oriented architecture and modular expandability.

A central component was the development of a scalable service landscape, including a high-performance logic for managing address data – the prerequisite for address-specific availability checking. In parallel, we designed and implemented both the digital ordering flow and the customer self-service, each user-centered and closely aligned with the technical possibilities of the new CRM system.

During the further course of the project, the developed services were integrated, extensively tested, and connected to the CRM.

Project Highlights

During the course of the project, numerous challenges were mastered and translated into best practices that now underpin the platform’s success:

CRM Integration & Interface Architecture

The full integration of the new platform into the central CRM system enabled bidirectional exchange of all relevant information – from product availability to order status. The definition of stable interfaces and the development of a powerful API gateway laid the foundation for a scalable, service-oriented architecture. In close cooperation between wilhelm.tel, the CRM implementation partner, and Chroma X, a reliable, future-proof foundation for digital customer service was created.

Data-Driven Availability Check

A key component of the platform was the development of a high-performance address and availability service. This processes regularly updated address data via a specially developed exchange format, enriches it with geodata, and delivers response times under 30 milliseconds under real conditions. This made real-time, address-specific checking the first interaction point in the digital ordering process.

Rethinking the Path to the Right Plan

By linking the availability check and product configuration early on, users could be guided more quickly to the right offer. Even in the first development stage, a significant increase in conversion rate was recorded. A/B tests confirm: direct redirection to the appropriate product variant and ordering flow is a real lever in digital sales.

User Experience & Interface Design

Designing the digital ordering flow began with a comprehensive analysis phase: user needs, legal requirements (e.g., distance selling law, data protection), and internal processes were systematically evaluated and condensed into user-centered journeys. The goal was an intuitive ordering process that clearly, understandably, and legally depicts even complex product configurations.

Based on these findings, a fully digital, multi-step form process with dynamic fields, responsive layout, and context-sensitive validation was created. Optional fields and explanatory notes provide clarity and guidance – even on mobile devices.

Design System as a Foundation

To create a sustainable, scalable UI logic, the visual and functional rules of all interface components were transferred into a consistent design system. It not only forms the basis for the new ordering flow but also for future extensions such as customer self-service.

The system combines modular components, accessibility, CI compliance, and performance – making wilhelm.tel’s digital platform maintainable and expandable in the long term.

Order Capture & Process Architecture

With the goal of creating a seamless and address-specific ordering option, the second project phase focused on the complete digitization of ordering processes. The new solution was intended to enable users not only to configure products but also to apply directly online – based on their address and with automatic data transfer to the central CRM system.

Development was carried out in close cooperation with sales, back office, marketing, and IT. The challenge was to merge the requirements of all these stakeholders into a consistent operating concept – user-centered, technically scalable, and legally sound.

A service-oriented platform architecture was built that maps all components – from address and availability data to product information and order processing – in a modular way. Each system module follows an API-first approach and is accessible via clearly defined interfaces – so processes can be seamlessly, automatically, and reusably integrated into existing and future systems.

UX Research & Ordering Logic

The design of the digital ordering flow was based on an intensive analysis phase: business requirements, user habits, legal frameworks, and existing interaction patterns were systematically evaluated and translated into prototypical user journeys.

The aim was an ordering process that met two core criteria: legal compliance under the distance selling law and maximum user-friendliness despite complex data structures. Users should only see information and options relevant to their context – supplemented by helpful tips and logical groupings.

The result: a step-by-step, context-sensitive ordering process that provides clarity, trust, and motivation to complete even with complex product configurations.

Digital Forms & Interface Design

The previous form environment was completely reimagined. Instead of static PDFs, an interactive, web-based input logic was developed with responsive components, dynamic validation, and real-time feedback. Content accuracy, accessibility, and mobile readiness were all considered.

Forms were structured by semantic topic clusters – e.g., product data, personal information, payment options. Optional fields and explanatory texts ensure users are not overwhelmed. Data protection and legal requirements were integrated into the UX concept from the outset.

The final interface was iterated in close cooperation with wilhelm.tel and documented as a design system. This created a consistent visual language that equips future applications – such as self-service – with a unified look & feel.

Frontend & Integration

In parallel with the design, all frontend components were technically redeveloped. Great importance was attached to a clean separation of concerns: presentation logic, data binding, and state management are clearly separated and organized into microfrontends.

The most complex scenario is the ordering flow: starting from the address query, a dynamic, multi-step form process begins. Available products, add-on options, contract durations, and prices are updated in real time and compiled into a transparent total cost overview.

The final step is the transfer of all data to the order service, which communicates directly with the new CRM via a RESTful API. This transforms the website into a fully fledged digital sales channel – including application processing, status feedback, and CRM entry.

Next Project