Concrete is a retail task management platform connecting head office, regional and district managers with store teams. I led the end-to-end UX/UI redesign, creating a consistent experience across the organisation.

The challenge

The product lacked a visual identity, design system and consistent user flows. Store teams struggled to find and prioritise tasks, while managers couldn't create tasks or announcements directly from the dashboard. The tablet experience, the primary device used in stores, was broken.

My role

I shaped the product direction with the Product Manager and Chief Product Officer, balancing customer needs and business goals through an MVP approach.

I aligned executives and stakeholders around the vision, partnered with 6 developers to deliver it, and redesigned core workflows across desktop, tablet and mobile. I validated the experience with HQ and store managers in the UK and US.

I also created Concrete's brand identity and design system from scratch, covering colour, typography, iconography, components and a responsive grid.

The impact

A consistent experience, built to scale across every store.