Restructured the Information Architecture of the app and simplified the ordering and return to make the process more intuitively. Also designed a custom keypad that helps presellers navigate through the items faster and input order quantity, return reason and item pack all one one shot.

These were some of the features and modules that I worked on-

  1. Redesigned the calculator module to use data visualization to show trends and analytics on the sales.
  2. Designed the preseller dashboard with their tasks, progress and goal targets.


Collaborated with 2 junior designers, directors of product, product owners, developers, and business analysts.


Competitive analysis | User surveys and one-on-one interviews | Quantitative Analysis | Personas | User journeys | Task Analysis | Site map

Low-fidelity wireframes | High-fidelity mockups and prototypes | Usability Testing and Findings



At eoStar I was leading the redesign, for three of their mobile apps - eoTouch Delivery , eoTouch Merchandizer and eoTouch Presell

eoTouch Presell is eoStar’s sales application built to run on iOS devices.

The users for this app are primarily presellers who are customer representatives who visit retailers like Walmart. Meijer, Kroger. etc, restaurants and small mom and pop shop who they may sell to.

Customer feedback and KPI's suggested that drivers were spending a lot of time at each customer processing the delivery of inventory and collecting payments which led to -

  1. Presellers visiting fewer customers per day, which led to them working over time or not meeting weekly and monthly targets.
  2. It took longer to add items to add to the customer orders.
  3. Presellers were not able to properly assess the trends between the products that were doing well vs the one which were not.
  4. Customer dissatisfaction.
  5. eoStar business taking the hit due to lower customer turnover.

All these reasons led to a product audit and resulted in a proposed redesign and migration from iOS to android.


Supply chain management consists of a number of user groups who are constantly communicating and collaborating with each other. This product was aimed to cater in one of the user groups - THE PRESELLERS.

Some of the tasks performed by presellers include -

  1. Checking the inventory at the customer and recording the sales.
  2. Analyzing and recommend the products to be put on shelves based on the sales trajectory and future predictive modeling.
  3. Deciding product placement on the shelves.
  4. Placing new orders for the customer based on the sales of the previous week.

  5. Advertise new products.
  6. Ornament the space to sell promoted items during holidays, events ets.
  7. Strategize promotions for the retailers.
  8. Track their daily, monthly and quarterly goals to achieve targeted sales to earn bonus other benefits.


Some insights received regarding the product.

  1. Customer drop off.
  2. A lot of data discrepancy between the driver app and eoStar ERP.
  3. eoStar as an entire line of products was not catering to all the possible touchpoints within the user journey. Some drivers were using other aps to handle some tasks within the journey.
  4. Slow sales leading to customer dissatisfaction.

These insights led to product audit and hence a proposed redesign.


  1. Collaborated with over 40 customers.
  2. Conducted user interviews, card sorting and design sessions with over 40 presellers from these customers.
  3. Built personas, user journey maps and interaction maps to understand how they collaborate.
  4. Conducted heuristic evaluation on the existing app to find pain points and breaker points in the experience.


" The return  is very slow since we have to make multiple selections, have many input fields on different parts of the screen to record date code, quantity, reason for return etc. On a daily basis we may return almost 50+ items and we need to repeat the same task over and over again."

-John Doe (Preseller)

"The ordering flow has a very high learning curve. Onboarding new presellers takes a long time since they need a lot of practice to learn the details of the system"

-Paul Smith (Preseller Supervisor)

"The insights on the calculator is not really helping since we are not able to compare various options. And there is no flexibility on seeing historic data"

-Paul Smith (Preseller Supervisor)


  1. Redesign the ordering and return flow to reduce cognitive and decrease learning curve and this make it faster.
  2. Design a custom keypad for ordering and returning, to help them complete the entire task in one place.
  3. Redesign the calculator module to generate more insights and add comparing capability to allow users to compare items and sales history across different months, quarters etc.


These wireframes played a vital role in enhancing the user experience as it went through several rounds of customer interviews and iterations.

I also used wireframes as an early feedback mechanism tool for usability test.


The various modules were UX approved, and ready for further refinement, visual deign and prototyping.

I had started building a brand new design system for eoStar and updated with components as we when went through the visual design stages.

The new product looked and functioned much more cohesively and with an enhanced user experience, catering to all the diverse customer feedback and customer needs.


  1. We released the features were released on a prioritized manner based on customer needs.
The first response to the changes was very positive. 
Few weeks after implementation, they came back to us to tell us that the delivery flow has become faster.
  2. They are having to type less and it has become a more intuitive flow. 

  3. Customer increased their sales by targeting better products using the calculator feature by 29%
  4. Reduced time spent completing ordering and return flow by 55%.


  1. One of the biggest modules was the Ordering flow which consisted of many edge case scenarios to think through, many states for card design with varying information shown to various customers based on their configuration. It took me a lot of iteration as each time, I was uncovering a new use case which had been missed out or a new need from the customer.
  2. The ordering cards were quite dynamic with many use cases and hence many different permutations and combinations of information.


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