Redesigning an in-store sales app around consultants
Half of walk-ins had shopped online first, but the in-store app couldn't see it.
walk-ins influenced online, unseen in store
of store shadowing + 36-customer cohort
new tools on the roadmap
About half of store walk-ins had shopped online first, but the app consultants use in store could not see it.
Consultants jump between an iPad app, a CRM and back-office systems to show jewellery, build carts, apply discounts and bill.
Lead researcher. Shadowed consultants across 4 cities and followed a 36-customer walk-in cohort.
Three new tools went onto the roadmap, and I also found which conversion tool to consolidate on.
A sales app that forgot the customer's online history
Consultants use the app on iPad to show jewellery, build carts, apply discounts and bill. It sits beside a CRM and back-office systems, and they move between all of them. The brief: new conversion tools, a better billing experience, and what motivates consultants.
Walk-ins were already shopping online, yet fewer than half of non-buyers got a follow-up, and a long online wishlist showed only a couple of items in the CRM.
Watching the shop floor, then checking it against data
To follow consultants through discovery, conversion, billing and post-sales, and see every system jump in practice (Mumbai, Chennai, Bangalore, Guwahati).
To see what influenced real walk-ins online, and what happened to them after the visit.
To pair what I saw in stores with what the app logged.
To turn the pain points into opportunities the team could prioritise.
The in-store checkout: seven steps, five pain points
- Show productsItems not stocked locally
- Customer profileOnline wishlist missing
- Cart30-min timer starts
- Price breakdownItem must leave cart
- DiscountsStacked offers error
- PAN for ₹2L+Typed by hand
- Invoice~6 min from cart
Online shoppers were invisible in store
3 new tools on the roadmap. I also found why consultants trusted one conversion tool over another: it skipped check-in and duplicate email checks, which decided which tool to consolidate on. More opportunities framed: matching sets, search by photo, clearer applied filters, and ring sizes and instalment prices shown earlier.
Have a funnel that leaks?
Open to remote and hybrid roles, and contract projects.