Field Sales App

Sales force automation for FMCG field teams

An Android app for sales reps at FMCG companies and distributors, holding the day's route, customers, orders, stock and shelf checks. It was meant to save reps time, make ordering more efficient and cut down on errors.

Company: SonoIT Ltd.
My role: Product designer
Platform: Android phone

Three app screens showing the day's store route with a progress footer, the home screen with module tiles and sync status, and a shipping date picker — The day's route with delivery windows and a progress footer, the home screen with sync status, and the shipping date picker.

Overview

Route Master is SonoIT's sales force automation (SFA) system for sales reps and other field staff who visit stores.

Besides routes, customers, orders and stock, it handles AI shelf recognition, surveys and market analysis, and point-of-sale (POS) equipment tracking.

The challenge

A lot has to fit on a phone screen. One store visit can involve a customer record, a long product list, stock levels, previous orders and a shelf check, and the shelf check is done standing in the aisle.

Reps work to a daily plan, so progress has to stay visible. They track stores visited against the route plan and the realized amount against plan.

The app runs on synced data. Reps need to see the sync status and know when they have to sync to keep working.

My role

I worked on UX research, product design, prototyping and A/B testing, plus the branding and the video presenting the shelf recognition feature.

With shelf recognition, my part was how reps take the photos and read the results in the app. I didn't work on the recognition tech itself.

The work

Three parts of the app, and the shelf recognition video.

A shelf photo with recognized products outlined, and results showing 84.3% shelf occupancy for carbonated drinks with a percentage per product

Shelf analysis

The rep takes one or more photos of a shelf, and the app outlines and labels the products it recognizes. There's an edit button on the photo, and the rep confirms or cancels.

In the results, the category's shelf occupancy comes first, 84.3% for carbonated drinks here. Then each product's percentage and barcode.

Shelf recognition video

A 3½-minute video presenting the feature, made in 2022. It shows a rep photographing shelves in a supermarket.

It explains how shelf occupancy is worked out for own and competitor products, and how the planogram check compares the shelf with the agreed layout and marks every missing or misplaced product. You also see the web report the results feed into. On-screen text is in Croatian.

A drinks product list with a number pad inside the selected row, and a product details card

Order entry

The selected product gets a number pad right in its row, next to its price, pack size, stock and two previous orders, so reps can enter the quantity without leaving the list.

Barcode, tax, price with VAT and sales history sit in a separate details card, with a link to similar products.

The day's customer list with search and a barcode scanner, and an open menu with tools and reports

Customer list and menu

The day's customer list has search and a barcode scanner at the top.

One menu has the new customer, map and remote support tools, plus reports on visits, monthly sales, turnover and average shelf occupancy. It also shows whether the map is synced.

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