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DesignKey Studio

FocusVue

Security2023

Quoting Automation for the Security Industry

UX/UI design for FocusVue - a virtual quoting catalog for the security industry that automates complex quotes and integrates EDI supply chain communication for field teams.

FocusVue quotes board open on a laptop, with project quotes grouped into Quoting, Sent to client, Won, and Lost columns

/summary

PrototypingUX/UI DesignLanding PageWeb ApplicationOnline Platform

FocusVue is a startup addressing one of the most persistent inefficiencies in the physical security industry: the process of building and delivering accurate quotes for complex installation projects. In an industry where a single commercial job can involve dozens of cameras, access control panels, cabling runs, and manufacturer-specific components, quoting is a high-stakes, error-prone process that most companies still manage with spreadsheets and phone calls.

Black dome security camera on a swivel base, lit against a dark grey wallFocusVue line item for a 4MP varifocal outdoor dome network camera, above a note that Abbott Keitch commented on the "Parking - Section 2" space
FocusVue logo in white and orange over a dimly lit office corridor with glass-walled rooms

/context

Security installation companies typically build quotes manually - cross-referencing distributor catalogs, checking stock availability, and calculating labor across dozens of manufacturer-specific components. The process is slow, inconsistent across reps, and prone to error. A rep who quotes the wrong camera model or misses a licensing requirement creates rework that delays the sale.

Objectives

Three objectives shaped the entire project.

Quoting On-Site

Simplify the quoting process to the point where a field rep can build an accurate quote on a mobile device while still on-site.

Live EDI Pricing

Integrate EDI so that distributor pricing and availability are live rather than approximated.

Built for Scale

The platform needed an architecture that would support FocusVue's planned expansion into additional product categories and additional distributor relationships without requiring a redesign.

Wall-mounted CCTV camera on a red brick building, seen over the shoulder of a passer-byFocusVue quotes board with the Hotel "Daydream Resort" card enlarged, showing client Big Kahuna Burger Ltd. in FL/Miami and a $160,000 budget
FocusVue product card on a phone for a 4MP varifocal dome camera flagged Limited availability, with manufacturer, distributor, installation price, and an Add to quote button

/process

Phase 1 - Laying the Foundation

The first phase focused exclusively on the core catalog and quote-building workflow before touching EDI or supply chain features.

Phase 2 - Integrating Complex Features

Phase 2 introduced the supply chain layer: the three-tier connection between manufacturers, distributors, and installation companies, and the EDI integration that makes live data possible.

Phase 3 - Optimizing for Scalability

The third phase addressed the structural requirements for FocusVue to grow the platform beyond its initial launch state. This included optimizing the catalog architecture for additional product categories, improving the mobile experience for reps on smaller screens, and adding the reporting layer that company administrators need to track quote activity and conversion.

Technical stack - Figma for wireframes and prototypes and Wix for the platform; Electronic Data Interchange systems for supply chain communicationDesign workflow from discovery and planning through wireframing, design creation, client approval loops, prototyping, review and refinement, and final design delivery

/key features & innovations

Virtual Catalog with Automated Quote Builder

The catalog aggregates products across manufacturers and maps them to distributor availability and pricing. Adding products to a quote automatically calculates totals, applies the appropriate pricing tier, and flags compatibility issues between selected components. The quote output is formatted as a proposal document the installation company can send directly to the end customer - not a raw spreadsheet that needs reformatting.

EDI-Backed Live Pricing and Availability

FocusVue connects to distributors via EDI to pull live pricing and availability at the time a quote is built. A rep is never quoting from a catalog that may be weeks out of date. If a product is on backorder, the rep knows before the customer asks.

Progressive Disclosure of Supply Chain Data

The interface surfaces the right level of supply chain detail for each role. Field reps see price and availability status. Administrators see account configuration, tier management, and approval workflows. The same underlying data is presented at different levels of detail by role, reducing cognitive load for users who do not need the full picture.

Mobile-First Field Experience

Touch targets, scrollable product lists, and the simplified line-item interface were tested on mobile device sizes throughout the design process. The quote builder is fully functional on a phone screen; administrator tools are optimized for tablet and desktop.

Angled gallery of FocusVue screens - adding a client, quote attachments with maps and building plans, order details with an invoice, company settings, and the product catalog

/challenges & solutions

Making EDI Invisible to End Users

EDI is a powerful but opaque protocol. The data it carries is valuable; the way it is structured is not designed for human consumption. The solution was designing the UI from the user's mental model rather than the data model. A field rep thinks in terms of "does this distributor have this product and what does it cost me" - not in terms of EDI transaction sets. We mapped those user-facing questions to the underlying data and built the interface to answer them directly. The integration is invisible in normal use; it only surfaces when a product is unavailable and the rep needs to understand why.

Bridging Three Tiers of the Supply Chain

The three-tier supply chain - manufacturer, distributor, installation company - involves parties with different interests and different information needs. Rather than designing a single interface with role-based permissions filtering features in or out, we designed distinct interface surfaces for each tier. The field rep experience and the administrator experience are genuinely different UI contexts. This added design scope but produced an interface that felt purposeful for each user type rather than a generic tool that partially served everyone.

Reducing the Learning Curve for Field Staff

Security field reps are skilled at their work but are not typically early adopters of software tools. The platform had to be learnable quickly enough that a rep who was handed access could be productive within their first session. The consumer-ordering design reference helped, but the onboarding redesign in Phase 3 was the more direct solution. The guided flow takes a new user through catalog setup and a sample quote in under ten minutes, using their company's actual catalog rather than placeholder data. By the time a rep finishes onboarding, they have already built one quote - so the first real customer use is a repetition rather than a first attempt.

FocusVue marketing site open on a laptop, with the "Frustrated by the tedious quoting process?" hero and a Book a demo button
FocusVue logo lockup on a grey construction grid marking its clear spaceFocusVue quote attachments on a tablet - a satellite map of the Hotel "Daydream Resort" site beside a Select a product panel filtered to wall-mounted ADI cameras

/result & impact

Measurable reduction in quoting errors.

The automated catalog and live EDI pricing eliminated the two most common sources of manual quoting error: selecting a discontinued product and quoting from an outdated price list. The structured quote builder also catches incomplete quotes - missing accessories, unlicensed software, or incompatible components - before they reach the customer.

Higher user adoption than competing tools in pilot testing.

Field reps who piloted FocusVue alongside their existing process adopted it as their primary quoting method within the first two weeks. Speed was consistently cited as the reason. Sales tools fail when they create more work than they save; treating speed as a first-class design requirement prevented that outcome.

A scalable foundation for FocusVue's growth roadmap.

The catalog architecture and role-separated interface design accommodate additional product categories, additional distributor EDI connections, and additional user tiers without requiring a rebuild of the core.

Annotated walkthrough of the FocusVue quoting flow - quote details and comments, order status, the notes history, placing cameras on maps and building plans, product selection, and the catalog cart

/future projections and strategic growth

FocusVue's next development phase focuses on analytics - giving administrators data on which products are quoted most frequently, which quotes convert to orders, and where reps spend time during the quoting process. Additional distributor EDI integrations are planned to broaden catalog coverage. A contractor-facing portal is in planning - a lighter version of the quoting tool that lets general contractors request quotes directly from installation companies without phone calls.

FocusVue marketing site - the quoting hero with security manufacturer logos and the "How FocusVue helps" cards, beside the blog posts and investment round sections

/conclusion

FocusVue demonstrates what happens when a B2B tool is designed from the user's actual workflow rather than from the data model it manages. The security quoting process is genuinely complex - multiple tiers, live pricing, compatibility requirements, and professional output all in a single workflow. Making that complexity invisible to the person building the quote, without sacrificing accuracy, was the central design challenge. The platform solves it by organizing information around decisions, not data, and by treating field reps as mobile-first users who need speed first.

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