Core Project Components

Digital Ordering Flow

Users can now check availability by address, configure products, and submit applications online. Application data is automatically passed to the CRM and processed there.

CRM Integration

The platform communicates bidirectionally with the new CRM. Orders, customer data, and status updates are all seamlessly integrated.

Customer Self-Service

Via a central login, customers can view contracts, update their data, and manage services—anytime, independently of business hours.

Service-Oriented Architecture

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

API Gateway & Interface Logic

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

Design System

Building a consistent UI component system for fast prototyping, sustainable maintenance and a consistent brand experience.

Approach

The project began with an in-depth analysis phase, assessing the existing status quo, identifying stakeholder needs, and mapping key user journeys. Based on these insights, we developed a strategic and technical overall concept for the new platform—ensuring service-oriented architecture and modular scalability.

A key foundation was a scalable service infrastructure including a high-performance logic for managing address data—enabling address-level availability checks. In parallel, we designed and implemented the digital ordering flow and self-service features—user-centered and aligned with the capabilities of the new CRM.

Throughout the project, all developed services were integrated, rigorously tested, and connected to the CRM.

Project Highlights

CRM Integration & Interface Architecture

The complete integration of the new platform with the central CRM system enabled bidirectional data exchange—from product availability to order status. Stable interfaces and a powerful API gateway laid the foundation for a scalable, service-oriented architecture. Close collaboration among wilhelm.tel, the CRM partner, and Chroma X resulted in a reliable and future-proof base for digital customer service.

Data-Driven Availability Check

One of the platform’s core elements was a high-performance address and availability service. This service processes regularly updated address data using a custom exchange format, enriches it with geo-data, and delivers real-time responses in under 30 milliseconds—making it the first touchpoint in the digital ordering process.

Rethinking the Path to the Right Plan

By connecting the availability check with product configuration early in the process, users are guided more quickly to the right offer. Even in the initial release, conversion rates improved significantly. A/B testing confirmed: direct routing to the right product and ordering flow is a powerful driver of digital sales.

User Experience & Interface Design

The design of the ordering process began with a comprehensive analysis phase: user needs, legal frameworks (e.g., distance selling regulations, data protection), and internal processes were all systematically evaluated and translated into user-centered journeys. The goal: an intuitive ordering process that presents even complex configurations clearly, understandably, and in compliance with regulations.

Based on these findings, we developed a fully digital, multi-step form flow with dynamic fields, responsive layouts, and context-sensitive validation. Optional fields and explanatory tips provide guidance—even on mobile devices.

Design System as Foundation

To ensure scalable UI logic, the visual and functional rules of all interface components were consolidated into a consistent design system. It forms the foundation for both the ordering flow and future extensions like the customer self-service.

The system combines modular components, accessibility, CI compliance, and performance—making wilhelm.tel’s digital platform sustainable and extendable.

Order Capture & Process Architecture

The second project phase focused on fully digitizing the ordering process with address-specific workflows. The new solution enables users not only to configure products but also to apply online—based on address data and with automatic CRM data handover.

Development took place in close collaboration with sales, back office, marketing, and IT. The challenge: consolidate all stakeholder requirements into one consistent, user-friendly, scalable, and legally compliant interface.

A service-oriented platform architecture was implemented to modularly map all components—from addresses and availability to products and order handling. Each module follows an API-first approach and is accessible via defined interfaces—ensuring automated and reusable integrations into current and future systems.

UX Research & Ordering Logic

The ordering flow was designed based on in-depth analysis: business needs, user behavior, legal conditions, and interface patterns were systematically synthesized into prototype user journeys.

The aim: to meet two key criteria—legal security (according to distance selling law) and high usability despite data complexity. Users should see only relevant content and options, supported by contextual guidance.

The result: a step-by-step, context-sensitive ordering process that builds clarity, trust, and completion motivation—even in complex cases.

Digital Forms & Interface Design

The previous world of static PDFs was replaced with an interactive, web-based form system featuring responsive components, real-time validation, and dynamic feedback. Input accuracy, accessibility, and mobile usability were equally prioritized.

Forms were grouped by semantic categories—e.g., product data, personal information, payment methods. Optional fields and supporting texts prevent user overwhelm. Legal and privacy requirements were integrated into the UX concept from the start.

The final interface was co-developed with wilhelm.tel through multiple iterations and documented in the design system—resulting in a consistent visual language that now also powers the customer self-service experience.

Frontend & Integration

In parallel with the design, all frontend components were technically rebuilt. Emphasis was placed on clean separation of concerns: presentation logic, data binding, and state management are strictly separated and organized into micro frontends.

The most complex scenario is the ordering flow: starting with address entry, a dynamic, multi-step form process unfolds. Available products, options, contract durations, and prices are updated in real time and presented in a transparent cost overview.

The final step is data handover to the Order Service, which communicates directly with the CRM via RESTful API—turning the website into a fully functional digital sales channel, including application processing, status feedback, and CRM record creation.

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