Crate & Barrel Internal App
Project Overview: Modernizing Associate Workflows
Associates across Crate & Barrel and CB2 stores grappled with fragmented customer data, relying on outdated CRM systems, manual tracking, and physical records stored in binders. This fragmented approach not only risked customer privacy but also contributed to lost sales and perpetuated an inefficient, outdated workflow.
Recognizing these critical challenges, Crate & Barrel identified a pressing need for a new internal tool. The goal was clear: to streamline associate workflows, build consistency across all store locations, and bolster customer privacy efforts with a modern, scalable solution.
As the Design Lead on this project, I focused on conceptualizing a robust, intuitive iPad application. This tool was designed to empower associates with real-time customer data, insights, and tailored recommendations, ultimately enabling them to deliver more personalized service to customers.
Feature Prioritization: Defining the Core Experience
Early in the project, I collaborated closely with the Product Manager to co-facilitate a comprehensive feature prioritization workshop. This session brought together a diverse group of key stakeholders from Crate & Barrel.
During the workshop, we meticulously prioritized 21 potential features using the MoSCoW method, ultimately identifying nine essential "must-have" features for the MVP.
To gain deeper insights, we also conducted in-store and virtual interviews with store associates and managers. This direct engagement allowed us to thoroughly understand key pain points and validate our feature hypotheses.
A snippet from our feature prioritization workshop.
Leveraging Existing Design Systems & Ensuring Accessibility
Given Heady's prior collaboration with Crate & Barrel and CB2 on their mobile apps and design systems, we made a strategic decision to leverage the existing Crate iOS Design System. This approach significantly expedited the design process for the new iPad application, allowing us to begin design at a mid-fidelity level and reduce guesswork for new components and patterns.
Crate & Barrel maintains stringent accessibility standards, a crucial consideration throughout the iPad app's development. The application was designed with these standards at its core and underwent rigorous review by both Crate & Barrel’s in-house accessibility team and external experts from Level Access before development commenced. This commitment ensured an inclusive and compliant user experience.
The Prototype: A Glimpse into Future Workflows
This video provide a snapshot of the prototype being used for usability testing. The prototype showcases the core functionality, but some complex interactions were simplified due to Figma's current prototyping limitations.
Currently in development, the iPad app is poised to revolutionize associate capabilities. It will enable them to provide more tailored service by delivering real-time customer data, actionable insights, and personalized recommendations. Crucially, this tool will integrate seamlessly with other associate tools and completely eliminate the reliance on outdated physical records.