The Challenge

As the sole UX Designer on this project, I was tasked with completely reimagining Avenida's retail software interface. The existing system needed a ground-up redesign to work effectively on both smartphones and a specific 10-inch touchscreen tablet used in stores. The challenge was particularly complex because the software needed to handle multiple sales channels: traditional retail sales of clothing and shoes, credit card applications, subscriptions, and referral programs—all while maintaining accessibility standards for touchscreen interfaces.

Working with a distributed team of five developers across Brazil, I needed to ensure that the design solutions were not only user-friendly but also technically feasible and aligned with Avenida's business objectives. The interface had to accommodate a sophisticated commission structure where sellers earned percentages from credit card sales, requiring careful consideration of how to present and track these various revenue streams.

Goals

The project's primary objectives were shaped through extensive collaboration with business owners and developers:

• Create a Unified Sales Platform: Design an intuitive interface that would streamline all sales channels—retail products, credit cards, subscriptions, and referrals—into one cohesive system that sellers could navigate effortlessly.

• Optimize for Multiple Devices: Develop a responsive design that would perform flawlessly on both Android smartphones and the designated 10-inch touchscreen tablet, ensuring consistent functionality across all devices.

• Enhance Accessibility: Implement robust accessibility features for the touchscreen interfaces, considering various user interaction patterns and potential physical limitations.

• Increase Sales Performance: Design intuitive flows that would encourage and simplify the process of offering additional services like credit cards and subscriptions, helping sellers maximize their commission opportunities.

• Support Complex Operations: Create an interface that could handle intricate business rules and commission structures while maintaining simplicity in its presentation to users.

Development

The development process followed a structured, iterative approach that emphasized continuous stakeholder involvement:

Discovery and Research

I began with intensive stakeholder interviews and collaboration sessions with business owners to deeply understand their requirements and vision. This phase was crucial for mapping out the complex business rules and commission structures that would need to be reflected in the interface.

Based on the gathered insights, I created comprehensive wireframes for all screens, establishing the foundational structure of the application. This step was vital for planning the placement of elements and ensuring logical flow between different functions—from basic product sales to credit card applications.

High-Fidelity Design

Using Figma, I developed detailed high-fidelity designs that included:

• Complete user flows for all sales scenarios

• Animated transitions and micro-interactions

• Accessibility considerations for touchscreen interfaces

• Responsive layouts for both smartphone and tablet formats

Iteration and Refinement

Regular feedback sessions with stakeholders and developers led to multiple iterations of the UI. These sessions were crucial for ensuring that:

• The design met business requirements

• Technical implementation was feasible

• User flows were intuitive

• Accessibility standards were maintained

Throughout the development process, I maintained daily communication with the development team and business owners, ensuring that design decisions were aligned with technical capabilities and business objectives. This close collaboration was essential for making quick adjustments and ensuring the final product met all stakeholders' needs.

Results

The launch of the redesigned Avenida retail software demonstrated significant improvements in several key areas:

Business Impact:

• 12% increase in credit card subscription sales, directly attributable to the improved sales flow and interface design

• 92% positive feedback from in-store employees based on beta testing survey results

• Streamlined operations across all sales channels, from basic retail to complex financial products

User Adoption:

• High satisfaction rates among store employees, with survey results showing overwhelming approval of the new interface

• Successful integration of accessibility features, making the system usable for all staff members

• Reduced training time for new employees due to intuitive design

Technical Achievement:

• Successful deployment across both Android smartphones and specialized tablet hardware

• Seamless handling of complex commission structures and multiple sales channels

• Robust accessibility implementation meeting modern standards

The project's success validated our user-centered design approach and demonstrated the importance of close collaboration between design, development, and business stakeholders. The new interface not only met its primary objectives but also positioned Avenida for future growth by creating a flexible foundation that can accommodate new features and sales channels as the business continues to evolve.

*This is just a brief overview of the project. If you’d like to dive deeper into the details or discuss my work further, I’d be happy to schedule a chat. Feel free to reach out!