Krubeton - Discovery Phase and CRM Concept Design for Manufacturing Platform

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Krubeton is a Ukrainian manufacturer and supplier of concrete products and construction materials.

Our team conducted a full Discovery Phase to define the architecture, design, and functionality of a future ecommerce platform - enabling the client to move from an offline-focused business to a scalable digital sales channel with a user-friendly interface, CRM integration, and growth-ready architecture.

Services

  • Discovery Phase
  • UI/UX Design

Industry

  • Manufactures

Location

  • Ukraine
Our client

About company

Krubeton is one of the largest Ukrainian manufacturers and suppliers of concrete products and construction materials across Ukraine and Europe. The company specializes in large-scale production for residential, industrial, and infrastructure projects.

With the growing demand for online ordering in the construction industry, Krubeton decided to create a modern web platform to drive sales, automate order processing, and support partners.

Project goal

About project

The client wanted to transition from “pen-and-paper” workflows to a modern digital ecosystem.

The project’s core goal was to dissect existing bottlenecks and design a custom solution architecture that unifies sales, logistics, accounting, and the laboratory into a seamless flow.

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Challenges

1

Eliminate operational silos between Sales, Logistics, and Production departments.

2

Solve the "black box" data issue to enable real-time forecasting and reporting.

3

Relieve sales managers from routine tasks and manual tracking to save leads.

4

Improve customer service to meet modern B2B and B2C expectations.

5

Reduce process inefficiency caused by duplicate paperwork and manual route planning.

Our process for the Discovery Phase

We conducted an on-site audit of the sales department to map real workflows, document manager activities, and analyze communication patterns across all touchpoints.

This included process mapping, review of manual documentation flows, identifying data bottlenecks, and evaluating the accuracy and timing of information from 1C and other internal sources.

We also performed a full sales funnel assessment and a detailed SWOT analysis to understand operational strengths and systemic constraints.

Key outcomes:

  1. A complete process map with identified bottlenecks and high-risk manual steps.
  2. Clear visibility into manager workload, duplicated actions, and routine tasks suitable for automation.
  3. A data-flow diagram showing gaps between sales, logistics, production, and finance.
  4. A validated sales funnel and a unified view of all communication channels.

We ran structured interviews with all departments – production, warehouse, logistics, accounting, laboratory, marketing – and combined them with analysis of their documentation, tools, and daily decision logic. In parallel, we collected B2B and B2C insights: customer motivations, service expectations, key frustrations, and reasons for churn.

We assessed system dependencies, information delays, manual planning practices, and the lack of centralized data storage, confirming the need for a unified digital ecosystem.

Key outcomes:

  1. A consolidated list of functional pain points across all departments.
  2. A validated customer classification (B2B, independent contractors, and private clients).
  3. Defined role responsibilities to reduce “bus-factor” risks and operational blind spots.
  4. A clear set of requirements proving the necessity of an ERP-level system and centralized CRM.

Based on insights, we built digital solution concepts for sales managers, B2B partners, and B2C customers. We defined functional requirements for the CRM and developed a prototype in Figma for Krubeton Pulse, which covered order management, data synchronization, production visibility, logistics tracking, and real-time customer updates.

All concepts were validated through two testing iterations with 20 respondents, using interactive prototypes to evaluate usability, feature relevance, and business value.

Key outcomes:

  1. A validated set of CRM features tailored to actual workflows, not assumptions.
  2. A high-level architecture vision for Krubeton Pulse as the foundation for future ERP.
  3. Prioritized features backed by real user testing (32 hours of interviews, 200 idea points).
  4. A clear roadmap for implementing digital tools without disrupting daily operations.

Key features

Unified CRM Architecture

A centralized system designed to replace notebooks and Excel. It automates lead capture, stores interaction history.

"Krubeton Pulse" Dashboard

A concept for a multi-functional managerial tool acting as the company's "brain", providing real-time analytics on sales, production load, and logistics.

Smart Logistics Planning

A module designed to remove the burden of logistics from sales managers. It includes automated route planning and driver tracking to reduce delays and optimize fleet usage.

Segmented Customer Portals

Distinct user flows for B2B and B2C clients, focusing on ease of purchase and document management for each segment.

Driver Tracking

A feature to track drivers and optimize fleet usage, reducing delays and "mixer queues."

Automated Reporting

A system that replaces manual "after the fact" reporting with real-time data for better forecasting.

Results

Validated Digital Roadmap

We delivered a complete technical specification and roadmap for the ERP implementation, ensuring the development team knows exactly what to build.

360° Process Transparency

We created detailed maps of all internal processes, exposing every bottleneck and providing a "blueprint" for operational optimization.

Customer-Centric Pivot

Through user testing, we redefined the company’s value proposition, moving from a commodity provider to a service-oriented partner with clear B2B/B2C segmentation.

Risk Mitigation

By testing prototypes with real users (2 iterations), we identified usability issues early, saving the client budget on potential errors.

Operational Clarity

Management received a clear vision of their business reality versus their potential, armed with data for strategic planning.

Efficiency Plan

The roadmap identified how to reduce wasted time for managers and drivers, pointing to cost-saving opportunities.

Technologies and tools

Figma
Miro
Jira Software
Confluence
Slack
Google Sheets & Docs

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Team

Solution Architect

Business Analyst

Project Manager

UI Designer

UX Designer

Marketing specialist

Value delivered by SoloWay

01 06
Data-Driven Business Transformation: we shifted the management model from intuition to precision. By defining a unified data ecosystem, we enabled leadership to make strategic decisions based on real-time analytics rather than outdated reports.
02 06
Scalable Operational Backbone: we designed a system that decouples growth from administrative load. The new digital architecture allows Krubeton to scale production and sales volumes without proportional increases in staffing or chaos.
03 06
Competitive Service Advantage: we redefined the customer experience, moving the company from a commodity manufacturer to a modern service partner. The B2B/B2C digital concepts provide a seamless experience that significantly boosts customer retention.
04 06
Digitization of Corporate Assets: we converted isolated employee knowledge into systemic digital workflows. This secures business continuity, making operations independent of specific personnel and safeguarding the company's intellectual property from turnover risks.
05 06
De-risked Technical Investment: we provided a verified architectural blueprint before development began. This ensures that the budget is allocated strictly to high-value features, eliminating the risk of costly reworks, technical debt, or scope creep during the build phase.
06 06
Resource & Logistics Optimization: the roadmap identified precise automation points for logistics and sales. Implementing these tools will directly reduce manual labor costs and fleet downtime, significantly increasing the profit margin per order.

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Initially, we had a booking tool that was relatively basic. Together with Soloway, we overhauled the booking tool, making it a lot more flexible and useful to our needs. In the end, we started with the development of an entire order management system that administers measurements and tracks orders along the process. Soloway’s streamlining of the booking system nearly eliminated customer service calls, reducing staffing needs. Their intuitive project management system allowed for an easy flow of information. Soloway was an honest and transparent development partner.”

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