Designing a Bold and User-Centric Experience for Bayretail

What is Bayretail?

Bayretail is an advanced retail solution built on Salesforce, designed to empower businesses with a seamless and unified omnichannel experience. It bridges the gap between physical stores and digital platforms, helping retailers create tailored, engaging, and efficient customer journeys. Bayretail is composed of two distinct products:

1. Consumer App: A plug-and-play mobile application designed to integrate effortlessly with a retailer’s store. This app is crafted for end-users, offering an intuitive shopping experience with features tailored for browsing, purchasing, and loyalty management. The Consumer App is versatile, allowing it to adapt to various brands' needs while maintaining simplicity and ease of use.
2. In-Store App: A solution tailored for retail staff, focusing on operations like inventory management, clienteling, and point-of-sale interactions. This app enhances in-store efficiency and helps sales associates deliver a personalized customer experience.

The complexity in Bayretail’s design lies in the need to present these two complementary yet distinct products under a single brand identity. Each app serves different audiences—consumers for the Consumer App and staff for the In-Store App—requiring unique messaging, user journeys, and visual treatments.

Bayretail Identity and Website Redesign

The visual identity of Bayretail was redesigned with a focus on marketing the product effectively. A new vibrant and dynamic color palette was introduced to establish a strong brand presence. The goal was to create a visually striking identity that aligns with Bayretail’s innovative nature while retaining clarity.

I led the redesign of the Bayretail website, managing everything from initial conception and wireframing to final integration. The main challenge lay in balancing the complexity of presenting two distinct products under the Bayretail umbrella. To address this, the homepage was designed with two clear entry points, forcing users to choose their focus from the outset. This decision significantly simplified the user journey, ensuring a smoother understanding of the product offerings.

The design was optimized to be both visually appealing and SEO-compliant, featuring rich and engaging content to boost discoverability and relevance. With a structured yet dynamic layout, the site effectively conveys Bayretail’s value proposition while guiding users seamlessly through its dense information.

Website Link: www.bayretail.io

Designing the Consumer App

The Bayretail Consumer App is a mobile solution pre-built on Salesforce, designed for plug-and-play integration with a client’s store. This app simplifies the process of creating customized e-commerce solutions, providing an adaptable framework to suit a variety of retailers. Given the app's intended use across diverse brands, flexibility is paramount. The design process involved extensive benchmarking of e-commerce UX best practices, alongside in-depth market research. The result is an app that balances versatility with ease of use, allowing retailers to quickly deploy a seamless shopping experience for their customers.‍‍

The Consumer App is currently in use by Comptoir des Cotonniers and Princesse Tam Tam, two leading brands within the Fast Retailing group. It is available for download on both the Apple App Store and Google Play.