Rebuilding a design system for every store, on every screen.

Concrete is a retail task management platform. Head office, regional and district managers use it to send tasks and announcements to stores, so everyone knows what needs to be done and by when. I led the UX/UI of the product end to end.

The problem
The product had no visual identity, no style guide and inconsistent flows. Store teams couldn't quickly find their tasks or spot new ones, and felt lost moving between areas of the dashboard. Managers couldn't create tasks or announcements from the dashboard. The tablet experience, the main device in stores, was broken.

My role
I defined the product with the PM and the Chief Product Officer, balancing customer and business goals through an MVP approach. I aligned executives and stakeholders on the direction at every stage, and partnered with 6 developers to ship it. I redesigned the core flows across desktop, tablet and mobile, testing them with HQ and store managers in the UK and US. I also created Concrete's brand identity and a design system from scratch (colour, type, iconography, components and a responsive grid), so the product could scale consistently.

Outcome
A responsive platform with its own identity, shipped in iterative releases and measured with analytics and Hotjar for continuous feedback from stores. Concrete kept growing its number of stores on the new experience.