UX Modernization for Emami Agrotech Field Sales App
Designing intuitive workflows for field sales operations
A Field App That Worked Against the Field
Unstructured Workflows
Sales reps followed no consistent process. The app presented features as a flat list with no logical flow, forcing reps to remember complex sequences for routine tasks like order placement and retailer visits.
Inefficient Order Management
Placing a single order required navigating through 7+ screens with repetitive data entry. No cart functionality, no order templates, and no way to duplicate previous orders — common operations in FMCG distribution.
Poor Field Usability
Small touch targets, low-contrast text, and no offline support made the app nearly unusable in actual field conditions — bright sunlight, one-handed operation, and patchy rural connectivity.
End-to-End Product Design
UX/UI Design
- User research & personas
- Wireframes & prototypes
- Visual design system
- Usability testing
Navigation Flows
- Information architecture
- Task flow optimization
- Role-based pathways
- Error state handling
Interaction System
- Gesture patterns
- Micro-interactions
- Loading & empty states
- Offline mode behavior
Designing for the Real World, Not the Boardroom
Understanding Workflows
Shadowed field sales reps across rural and semi-urban territories to map real daily workflows, pain points, and workarounds
Reducing Cognitive Load
Identified and eliminated redundant inputs, unnecessary confirmations, and confusing terminology that slowed down field operations
Designing Scalable Systems
Built a modular component system and flexible navigation that adapts as product lines and territories expand
Practical Design for Practical Problems
Clean, Purposeful UI
Every screen serves a single clear purpose. Removed visual clutter, standardized typography, and introduced a consistent spacing system that works across device sizes and lighting conditions.
Intuitive Navigation
Task-based navigation that mirrors how field reps actually think — by action (place order, check stock, visit retailer) rather than by data category. Reduced menu depth from 4 levels to 2.
Enhanced Data Visibility
At-a-glance dashboards showing daily targets, pending orders, and territory performance. Critical data surfaced upfront so reps spend less time searching and more time selling.
Offline-First Architecture
Designed for unreliable rural connectivity. Orders, visit logs, and customer data sync automatically when connection is available, with clear status indicators.
Mobile-First, Field-Ready
Real Results in the Field
Technology That Works Where It Matters
The Emami Agrotech field sales app redesign proved that enterprise mobile tools don't have to be clunky. By deeply understanding the constraints of field operations — unreliable connectivity, harsh lighting, one-handed use — we designed an experience that feels native to the environment it serves.
The result is a tool that field reps actually want to use — one that makes their daily work faster, more reliable, and less frustrating. That's the real measure of good UX.