Transforming AWN: From Manual Coordination to AI-Powered Efficiency

AWN knew email threads, phone calls, and spreadsheets weren't scaling. What they needed was a single platform connecting brokers, clients, and internal teams — without losing the relationships the business was built on.

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Transforming AWN: From Manual Coordination to AI-Powered Efficiency

Meet AWN

AWN operates in the Australian wool supply chain, working closely with farmers, brokers, and buyers across daily trading and client servicing activities. The business depends on timing, accuracy, and trust, where even small delays in communication can affect transactions.

Much of the work historically lived in personal relationships and manual coordination. Brokers often acted as the central link between clients and internal teams, translating requests across email threads and phone calls rather than a shared system.

The organisation had grown its operations faster than its digital foundation could support. Each new service layer added more coordination effort instead of reducing it.

When success starts working against you

The digital experience around AWN did not reflect the complexity of its operations. The website provided information, but it did not connect to internal workflows or client activity. Every transaction still depended on manual coordination.

Manual Operations

Client and wool management relied on spreadsheets maintained across different teams. Updates were often duplicated or re-entered, creating inconsistency in records.

Disconnected Systems

Marketing, operations, and client servicing tools operated independently. Information moved between systems through email rather than integration.

Limited Client Access

Clients had no central place to track activity or manage requests. Most interactions required direct contact with internal teams.

Knowledge Bottlenecks

Wool valuation and decision-making depended heavily on individual expertise. Insights were not captured in a shared system.

Coordination was scaling faster than the business.

Each new service layer added more email threads, more spreadsheets, more phone calls — and more time spent chasing updates instead of progressing wool transactions. The operational load was growing faster than transaction volume, and internal teams were absorbing the difference.

They almost didn't go ahead

Before committing to the project, AWN approached the idea of a full digital rebuild with caution.

We’ve worked with vendors before — how do we know this won’t turn into another drawn-out build?
Will a digital platform actually work in a rural, relationship-driven industry like ours?
Is this going to be too expensive to justify the return?

The concern was not digital transformation itself, but whether a system could genuinely fit the way the wool industry operated day to day.

Early discovery mapped how information moved by following real transactions, rather than starting with features.

What emerged was a pattern of repeated handoffs, where responsibility moved between people instead of through a system.

Individual tools were working, but the workflow between them was not.

The EB Pearls team mapped the entire wool handling journey in real time with AWN staff. The exercise revealed inefficiencies that had become routine, including duplicate data entry and delayed client updates.

“Every wool transaction involved emails, phone calls, and spreadsheets — we knew there had to be a better way.”

— General Manager, AWN

Built around the customer, not the software

The solution focused on unifying client interactions, internal workflows, and data visibility into a single system.

Code Audit of Existing Application

Reviewed the full system in detail to understand what was functioning as intended and where structural weaknesses were causing instability. This helped separate reusable components from areas that required deeper rework.

Selective Rebuild Strategy

Identified stable parts of the existing platform and retained them to preserve prior investment. Unstable and high-risk components were then rebuilt to remove ongoing operational issues.

Architecture Redesign

Introduced a more structured backend foundation that clarified how data moved through the system. This created a base that could support ongoing updates without breaking existing functionality.

UX/UI Redesign

Redesigned key field workflows to better match how technicians actually performed audits and maintenance tasks on-site. This included simplifying audit forms and improving maintenance reporting screens for faster completion in the field.

Platform Stabilisation

Addressed recurring system crashes and performance bottlenecks that were disrupting daily use. The focus was on ensuring the application could run reliably under real operational conditions.

Security Enhancements

Strengthened system controls to reduce exposure of sensitive operational and maintenance data. This helped align the platform with the risk profile required for industrial environments.

Three moments that built trust

The engagement wasn’t defined by deliverables alone. It was shaped by how decisions were made throughout the project.

The audit before the rebuild

Before recommending changes, EB Pearls ran a full code audit to identify what was working. Stable components stayed. Only the unstable and high-risk parts were rebuilt — protecting AWN's prior investment and avoiding unnecessary redevelopment.

Clarity During Complexity

Technical issues were translated into plain language so AWN's leadership could make informed calls quickly — without needing to parse engineering tradeoffs to approve direction.

Shadowing before designing

The EB Pearls team mapped the full wool handling journey alongside AWN staff before sketching a single screen. Workflows were designed around how the business actually runs, not how the software assumed it should.

From Complexity to Control

AWN moved from juggling disconnected systems to running a single, streamlined platform. The shift unlocked faster operations, stronger client engagement, and a foundation built for growth.

Metric	Before	After · EB Pearls
Coordination overhead	Each transaction involved multiple emails, calls, and spreadsheets	0% reduction in manual handoffs per transaction
Client engagement	Limited self-service, friction accessing services	+20% increasein active client platform usage
Revenue Growth	Slower transactions and limited scalability	30% increasein transaction volume YoY

The system stopped being a liability. It became a tool the business could rely on.

Before

“We were running the business on email threads and spreadsheets. Every transaction needed someone to chase it. We knew it wasn't sustainable."

After

"The platform gives us a single source of truth. Our brokers, clients, and internal teams are finally working from the same system — not around it."

Technicians now complete audits and maintenance reports directly from the field without second-guessing the system. Forms capture the right data the first time, reducing back-and-forth with office teams.

The platform is no longer something teams work around. It has become part of the daily workflow, supporting decisions instead of slowing them down.

Ready to Take Your Business to Next Level?

If you're looking to streamline your processes, boost efficiency, and offer your clients a seamless experience, we’re here to help.

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