Concrete Tasks . London . 2018

Concrete is a Retail task management product, where HQ, District and Regional managers send and assign tasks to the different stores. With this solution everyone knows what needs to be done, and by when; so you get real-time execution, more compliance, and better store productivity.

Concrete Platform

My role

I was part of the product team and responsible for the whole user experience. I lead the UX/UI of the product, working together with the Product manager and a team of 6 developers.

Planning & Scope Definition

I defined the product with my Project manager and the Chief product officer. I prioritize customer goals and balanced business goals. We always followed the concept of MVP and improved the application in different releases by applying new functionalities and a new style.


I designed and presented works to gain buy-in from executives, senior stakeholders and teams throughout the project lifecycle.

Design Execution & Validation

I designed on Desktop, tablet and mobile. Desktop was the main device used, together with the tablets in stores.
I executed journeys, wireframes, prototypes and design specs for the developers, in Zeplin and Jira.


I created a new brand style guide and the product could had it’s own identity.

My challenge

When I joined the company. Concrete did not have an established identity. Also, the, style guide and the whole flows in the application were not clear. My main challenge was to create a unique identity that differentiate differentiated the company from the competition and improved the whole user experience by optimizing the user flows.

How can we improve the experience of our users without creating such an impact on millions of stores?

Analyse the current situation & market research

We went through the current solution and analyzed every detail of the experience, which included looking at the current flows, and putting ourselves in the shoes of the users. We gathered the feedback from the users and detected every area that we needed to improve and the, inconsistencies we needed to fix.

This was a really important step in the process because it allowed us to see what the main competition was doing, to observe, others solutions and to carry out, some research. This was extremely helpful for me, as I needed to see other solutions and to explore their navigation and main components.


1. Cannot find their tasks in a fast and easy way
2. Cannot create tasks or announcements in the dashboard
3. There is not a consistent logic in the different facets of the dashboard

4. They felt lost on what they needed to do in the different facets
5. Cannot find the new tasks
6. Not usable for tablet (that is one of the most used devices in, stores)

Mapping user flows

Based on all the problems that we detected in the analysis of the current solution, I started making the user flows for the new solution. I shared these flows with the stakeholders and made the necessary improvements before creating the low fidelity mockups.

I created two main users flows:, one with the tasks and announcements together and one separated. I shared both solutions with the business and agreed that we were going to create two mockups to test with end users.


Low mockups

The creation of low fidelity mockups allowed the, stakeholders, engineers and me to see the firsts mockups before creating a prototype and testing it with end users. I also created some excel sheets with the logic of the filters to make sure that we were all in agreement. This was a big step for our users.

New Mockup 1

User testing, iterations and final designs

We perform user testings using Invision, with UK and USA costumers.

See prototype

Create new task

Design System

All the designs were uploaded to Zeplin and all the developers had access to it. The application was based in components which was really helpful for our designs and to implement the new style guide. I created a master file that had all the symbols which we could then reuse in all our designs.  We created new iconography, color palette, typography, lists, inputs, cards, lists and a responsive product that had a good user experience in Desktop, tablet and mobile.


The journey never ends

We release in small iterations and improvements adding new functionalities to the product. We started measuring the impact with analytics and Hotjar, we could see how users were using the product. 

Concrete is increasing the number of stores and is a great success!