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Andrea Gnecco • UX Designer • HCI Master Dregree
10 min read
Due to NDA, the visual and data on screens were mocked up from the real solution
When a rep visits a client on their sales route, the most valuable opportunity often isn't the order the client places every week. It's the one hidden in the rep's own sales performance, the client's location, their history, and the relationship's untapped potential. But none of it was connected: performance lived in one dashboard, location and history in another system, and relationship opportunities were never fully surfaced.
So reps defaulted to the safer path, fulfilling the weekly order, instead of pursuing the sale the data already pointed to.
If reps were going to see opportunities instead of just the regular order, visit planning, client insights, and relationship potential couldn't stay scattered across separate tools. They needed to live as one journey, integrated into a single mobile tool.
From a team of 3 UX Designers including myself, I owned most of the UX journey (5 of 7 modules) as the UX Design Lead. These are some activities I have done:
The research was grounded in direct with sales force team, including field visits with ethnographic observation and shadowing sessions, interviews, usability testing on prototypes in each iteration. These activities were conducted by myself under our UX Research Leadership.
I owned the experience for 5 of the 7 modules. Wireframing was my way of mapping the information architecture, and interaction patterns became the bridge between that architecture and the interface I was constructing.
Regarding the interface, I made the visual design decisions, also contributing to the company's Design System by bringing the components and patterns I created into its official definitions. The UI was built entirely in Figma, from screens to prototyping
I worked closely with SMEs in weekly sessions, aligning business rules and surfacing insights. I also worked side by side with product managers to shape and validate key product decisions.
Planning and performance
Planning based on different KPI's opportunities
Charts are easy to understand
Get a complete view in according to the sales goals
Visit and route
Search a client by name, ID, or other information
Switch to both list or map view modes
Get a geographic perspective of the route
Control time and visit prioritizing
Client insights
All client's information in a one single place
Get on track with the last client's orders
Make the order
1
Reps could shift focus from taking orders to building the relationship
2
Performance indicators tied to compensation moved from scattered manual checks into one home screen view.
3
An integrated map with client locations let reps plan their own route instead of following a fixed sequence.
4
The same app now carried guided in-store tasks to covering the full scope of a rep's day.
© 2026 by Andrea Gnecco