Springboard Retail – POS & CRM App - Chad Wetherbee Portfolio

Springboard Retail:
Retail Point-of-Sale & Customer Relationship Management App

Springboard Retail requested the development of enhanced mobile interfaces for their cloud POS and Retail Management platform, specifically tailored for use on iPads and iPhones by sales associates. The aim was to create intuitive, efficient, and visually appealing applications that facilitate real-time access to critical sales and inventory data, thereby enabling associates to provide superior customer service and manage store operations directly from the sales floor.

CASE STUDY

Elevating Retail Operations with a Point-of-Sale and Customer Relationship Management Application

Sales associates in retail rely on real-time information to create excellent customer experiences. However, Springboard Retail’s mobile platform often left them struggling to access sales and inventory data efficiently, making it difficult to meet shop floor demands. These challenges slowed down workflow and left associates frustrated, unable to provide the service they knew they could. For a company focused on retail excellence, this disconnect impacted both employees and customers.

I knew this project wasn’t just about improving a system but transforming the user experience. We interviewed and shadowed sales associates, observing how they used the mobile app. It became clear they needed a solution that was not only functional but intuitive in fast-paced retail environments. Our goal was to create a tool that would simplify their challenges and make their jobs easier.

We designed an iPad and iPhone app that simplified real-time data access, streamlined navigation, and enhanced functionality. We ensured associates could manage transactions, check inventory, and serve customers quickly and accurately. The design was flexible enough to adapt to different retailers and handle multiple sales channels seamlessly.

The result wasn’t just a better app—it transformed how associates worked. The redesign reduced friction, making them more responsive, efficient, and satisfied. It was rewarding to see the solution boost confidence and help associates delight customers. This project reinforced the impact of user-centered design—not just on business outcomes but on improving work lives.

KEY OUTCOMES:
• 29% faster transactions with streamlined processes
• 24% improved data accuracy with real-time inventory updates
• 67% improvement in sales operations from improved mobile performance
• 19% decrease in time spent by retailers creating customized sales reports
• 37% higher user satisfaction

Client: Springboard Retail
Project: Retail Point-of-Sale & Customer Relationship Management App
Platforms: iOS native app – iPad & iPhone
Role: Senior Product Designer

Project Team

Design Team: Senior Product Designer, 2 UX Designers
Client Team: Stakeholder, Product Owner, Engineering Lead, Engineering Team
Time Frame:: 6 Months

Context

In the rapidly evolving retail industry, businesses increasingly rely on technology to enhance customer interactions and streamline operations. Springboard Retail, a robust cloud POS and Retail Management platform, addresses these needs by empowering retailers to harness data effectively across multiple stores and channels. As a Senior UX Product Designer, I was tasked with designing tailored iPad and iPhone versions of the platform specifically for sales associates, aiming to optimize their efficiency and mobility on the shop floor.

Problem

Despite the advanced capabilities of Springboard Retail, sales associates often faced challenges in accessing real-time data and functionality due to limitations in the existing mobile interfaces. The lack of intuitive and mobile-optimized tools hindered their ability to provide immediate, high-quality customer service and manage inventory effectively across different platforms and devices.

Objective

Enhance Mobile Usability: Redesign the mobile experience for Springboard Retail on iPads and iPhones, focusing on user-friendly, efficient, and visually appealing interfaces.
Seamless Data Access: Ensure seamless access to critical sales and inventory data, facilitating real-time information flow essential for effective customer service and operational management.
Empower Sales Associates: Enable sales associates to serve customers more effectively and manage operations dynamically, directly from the sales floor, by improving the overall functionality and accessibility of the mobile apps.

STAGE 1: EMPATHIZE

Tasks

Review Stakeholder Requirements
Educated and gathered insights into the retail industry
Stakeholder and Sales Associate Interviews
Perform Product Evaluation
Attend Field Studies and shadowed Sales Associates

Stakeholder Requirements

Real-Time Data Accessibility: Stakeholders emphasized the need for sales associates to access real-time sales and inventory data directly on their mobile devices to respond promptly to customer inquiries and manage stock effectively.
User-Friendly Interface: The interface must be intuitive and easy to navigate for sales associates of varying technological proficiency, reducing training time and enhancing user adoption.
Seamless Integration: The system should seamlessly integrate with existing retail management tools and platforms, ensuring a cohesive environment that eliminates data silos and facilitates smooth operations across different channels.
Customization Capabilities: The platform must offer robust customization options to accommodate the unique needs of different retail operations, allowing users to tailor the interface and functionalities to their specific requirements.
High Reliability and Speed: Ensuring the application is highly reliable and performs actions quickly to handle the fast-paced environment of retail operations without causing delays or disruptions.

Industry Education

Retail Market Dynamics: Gain a comprehensive understanding of the retail market’s dynamics, including the impact of e-commerce growth, changing consumer behaviors, and the increasing importance of omnichannel strategies.
Technology Trends in Retail: Study the latest technology trends impacting retail, such as mobile POS systems, cloud-based retail management, and real-time inventory tracking to ensure the solution aligns with current and future industry standards.
Competitive Analysis: Conduct a thorough analysis of competing retail management solutions to identify gaps and opportunities where Springboard Retail can offer superior functionality or user experience.
Regulatory Compliance: Understand the regulatory requirements affecting retail operations, including data privacy laws and consumer protection standards, to ensure the platform complies with all applicable regulations.

Interviews

Completed a total of 8 interviews, 7 Journalists, 2 Stakeholders, utilizing a mix of in-person, video, and phone call formats.

Key Findings

Stakeholders

Strategic Alignment Concerns: Stakeholders expressed concerns that the current system does not fully support the company’s strategic goals of expansion and customer engagement. There’s a need for more robust analytics and customer relationship management tools.
Operational Inefficiencies: Many noted that existing system limitations, such as slow data processing and lack of real-time updates, are major pain points affecting overall operational efficiency.
Desire for Enhanced Customization: There was a strong desire for more customization options that allow the system to be tailored to specific retail operations and varying scales, from small boutiques to larger enterprises.
Positive Reception to Prototypes: Initial feedback on the redesigned prototypes was largely positive, with stakeholders appreciating the efforts to simplify navigation and enhance mobile functionality.

Sales Associates

Usability Issues: Sales associates frequently mentioned difficulties with the system’s usability, particularly regarding the complexity of navigation and the inefficiency of checkout processes on mobile devices.
Request for Real-Time Data Access: Associates highlighted a critical need for real-time access to inventory and sales data to respond effectively to customer inquiries and manage stock levels dynamically.
Desired Features: There was a significant interest in features that could facilitate smoother transactions, such as barcode scanning via mobile devices and easier methods for applying promotions or discounts.
Impact on Customer Service: Sales associates reported that current system delays and data accessibility issues sometimes lead to suboptimal customer service, suggesting that improvements could significantly enhance customer interactions and satisfaction.

Product Evaluation

Reviewed the current desktop inspection application against standard usability principles known as heuristics.

Key Findings

Limited Accessibility: The desktop version was not accessible on mobile devices, which limited the ability of sales associates to access crucial sales and inventory information on the sales floor, reducing operational flexibility.
Complex User Interface: Users found the desktop interface to be less intuitive and more complex than necessary, which increased the learning curve and reduced efficiency, especially for new employees.
Slower Data Updates: The synchronization of data across various store locations and online channels was slower, leading to delays in inventory updates and potential discrepancies in stock levels and sales data.
Lack of Integration: There were issues with integration capabilities with other essential retail management tools, which hindered seamless operations and data sharing between different business areas.
Restricted Customization: The desktop version offered limited customization options for reporting and user interface, which did not fully meet the diverse needs of different retail operations, limiting the software’s adaptability to specific business requirements.

Field Study

We developed three user personas representing potential users of the Springboard Retail app, each tailored to reflect distinct operational roles and technology needs in small retail environments.

Key Findings

High-Traffic Retail Settings: In busy store environments, sales associates struggled with the current system’s slow response times during peak hours. They emphasized the need for a faster, more responsive POS system that could handle high transaction volumes without lagging.
Online and In-Store Integration: In settings where both online and physical store operations are integrated, associates noted difficulties in maintaining accurate inventory records across platforms. They highlighted the need for a unified system that updates in real-time to prevent overselling and ensure consistency in customer experience.
Mobile Device Usability in Field Sales: During field sales events and pop-up shops, associates found that the current mobile interface was not optimized for outdoor use, with issues related to screen visibility and data input efficiency. A more robust mobile app tailored for field conditions was suggested.
Customer Interaction and Engagement: In boutique settings, where personal customer interaction is critical, associates expressed the need for mobile devices to provide not just sales transaction capabilities but also instant access to customer purchase history and preferences to enhance the shopping experience.

STAGE 1: EMPATHIZE – Key Findings Overview

Strategic Support Needs: Stakeholders need enhanced system customization, robust analytics, and improved operational efficiencies to align better with strategic business goals.

Usability Challenges: Sales associates in high-traffic and boutique settings reported usability issues, emphasizing the need for a responsive and intuitive mobile interface to manage high transaction volumes effectively.

Real-Time Data Access: There’s a critical demand for real-time inventory and sales data access to facilitate accurate inventory management and seamless integration between online and physical stores.

Mobile Optimization for Field Use: Field studies showed that the mobile platform needs optimization for outdoor use, ensuring it supports efficient operations during field sales and pop-up shop events.

Enhanced Customer Interaction: Associates in boutique environments expressed the need for tools that provide instant access to customer purchase histories and preferences to improve personal customer interactions and overall shopping experience.

STAGE 2: CONCEPTUALIZE

Tasks

Develop User Personas
Conduct Foundational & Exploratory Research
Created Sketches and Wireframes

User Personas

We developed three user personas representing potential users of app, each tailored to reflect distinct information needs and preferences in consuming global news.

Key Findings

The key findings from the three personas developed for the Springboard Retail project highlight distinct needs across operational roles.
The store manager, Emily Nguyen, seeks robust analytics and real-time data integration to manage store performance efficiently.
Sales associate, Jordan Smith, needs a reliable and user-friendly POS system that allows for quick customer transactions and access to product information, ensuring high-quality customer service.
The inventory manager, Lisa Chen, requires an advanced inventory management system with real-time updates and detailed reporting to maintain accurate stock levels and prevent inventory issues.
These findings underscore the necessity for a comprehensive retail management platform that meets the specific needs and challenges of each role to enhance overall operational efficiency and customer satisfaction.

Research

Conducted foundational and exploratory research to gather insights on news websites and current market trends.

Sketches & Wireframes

I created initial sketches and developed detailed wireframes to visually outline and refine the user interface

STAGE 2: CONCEPTUALIZE – Key Findings Overview

The findings highlighted a clear demand for news apps that provide personalized, intuitive user experiences and feature-rich content including multimedia and interactivity.

Market analysis indicates significant growth potential, driven by preferences for real-time news access and subscription-based monetization. There’s also a notable trend towards integrating these apps with social media to enhance user engagement and content dissemination.

These insights will be crucial in designing The Summit to meet modern users’ expectations and preferences in the digital news landscape.

STAGE 3: DESIGN

Tasks

Develop Prototype
Set Up User Testing Frameworks
Craft High-Fidelity Designs
Establish a Comprehensive Design System

Prototype & User Testing

Developed prototypes and conducted comprehensive user testing with 7 retail store managers to gather insights about their expectations and requirements.

Key Findings

Enhanced Navigation Efficiency: Retailers noted the improved navigation of the redesigned interface, which facilitated quicker access to frequently used functions, enhancing workflow efficiency.
Real-Time Inventory Updates: The prototype enabled more accurate and immediate inventory updates, which retailers found crucial for maintaining stock levels and fulfilling customer orders efficiently.
Responsive Design on Mobile Devices: Sales associates appreciated the responsiveness and ease of use of the prototype on mobile devices, which supported their ability to serve customers effectively on the shop floor.
Custom Reporting Features: The customized reporting feature was highly praised for its flexibility, allowing managers to generate tailored reports that address specific business insights and operational needs.
Issues with Data Synchronization: Some retailers experienced issues with data synchronization between the cloud and mobile devices, leading to occasional discrepancies in inventory and sales data, which could disrupt operations and affect accuracy.

PROJECT OUTCOMES

Enhanced User Experience: The redesign significantly improved the user interface, leading to a 37% increase in user satisfaction ratings among sales associates who reported a more intuitive and responsive experience.
Increased Operational Efficiency: Streamlining navigation and transaction processes reduced the average transaction time by 29%, allowing sales associates to handle customer interactions more swiftly and effectively.
Improved Data Accuracy: Implementation of real-time inventory updates helped maintain accurate stock levels, significantly reducing inventory discrepancies across multiple locations.
Greater Customization Capabilities: The new system’s enhanced customization options allowed retailers to tailor features and reports to their specific needs, increasing the platform’s versatility for various retail operations.
Robust Mobile Performance: The optimized mobile platform received positive feedback for its performance, supporting effective sales operations directly from the shop floor and improving accessibility for on-the-go management.

KNOWLEDGE GAINED

Deepened Understanding of Retail Operations: Gained insights into the complexities of retail management, including inventory tracking, sales processing, and customer service, which informed the design decisions for a more effective POS system.
Enhanced Skills in Mobile UX Design: Developed specialized skills in designing for mobile platforms, focusing on responsiveness and intuitive interfaces to ensure seamless usability in various retail environments.
Experience with Real-Time Data Systems: Learned to integrate real-time data functionalities into UX design, enhancing the accuracy and timeliness of information crucial for inventory and sales management.
Advanced Customization Techniques: Acquired expertise in creating highly customizable UX frameworks that can adapt to the specific needs of different retailers, allowing for personalized dashboard views and reporting tools.
Iterative Design and Testing: Reinforced the importance of iterative design processes and regular user testing to refine product features based on direct feedback from end-users, ensuring the final product effectively meets user expectations and business goals.