Tesco CSM Management System
ENTERPRISE SAAS • PRODUCT DESIGN
Redesigning a complex legacy system to serve 22 million Clubcard users
Overview
I led a major transformation at Tesco, unifying disparate legacy support software into a single platform to improve the experience for Customer Service Managers (CSMs), accelerate task completion, and drive down costs. At the heart of this project was the Reward Partners system, through which Tesco’s 22 million Clubcard users redeem vouchers via partner businesses and services.
Leading a multidisciplinary team of ~30+ including CSMs, business partners, product, fraud, operations, development, and analytics, and mentoring junior designers, we identified pain-points, re-envisioned workflows, and delivered a more seamless experience for users and customers alike.
The Challenge
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CSMs had to juggle multiple systems, tabs, and statuses.
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Workflows like order creation, cancellation, and voucher conversion were slow and error-prone.
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Inconsistent UI and scattered CTAs created cognitive overload.
My Role
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Led design direction across a multidisciplinary team of ~30.
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Mentored junior designers and coordinated with business, ops, dev, and analytics.
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Delivered wireframes, prototypes, and high-fidelity designs, tested directly with CSMs.
The process
Discovery
During this stage we did extensive research. We tested the current solution, had several interviews with users and business partners and coordinated with the API team to understand the capabilities and limitations.
We conducted a comprehensive assessment of the system, identifying essential areas and determining those that fell outside the project scope based on the stakeholders alignment and the data.
Define
After our research we identified the main pain points, some of those were:
- Cluttered UI
- Excessive number of CTAs without sufficient context or explanation about why they were enabled or disabled
- Too many fields not needed
- Information scattered in 4 different tabs
- Too many different coloured CTAs
- Too many statuses causing confusion. The orders contained various rewards, each one of them had a different status and then there was another status per order. All of this caused an overload of CTAs that meant some were enabled, some disabled, causing confusion.
- To streamline the process, simplify status updates, and simplify backend operations, the entire team reached a consensus that each order would include one reward per order.
Journeys and functionalities
We broke down the overall experience into smaller, manageable parts, allowing us to tackle each journey individually and ensure comprehensive completion.
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Order search
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Orders list
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Order view
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Cancel Order
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Resend Order
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Release Order
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New Order
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Change denomination
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Order notes
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Added functionalities
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New Order + Fast Delivery Vouchers
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New Order + Top up
We pinpointed the exact location of the new solution within the current framework, ensuring seamless integration and alignment with existing functionalities.
Ideation
We started with the Cancel order journey which included Order Search, Orders list and Order view.
Low fidelity wireframes
High fidelity wireframes
In adherence to the established design system and consistent with the overall platform's look and feel, I designed high-fidelity wireframes.
Prototype & User testing
We created interactive prototypes using Figma. We conducted comprehensive usability testing with CSMs across all pathways to gather valuable insights into user interactions, preferences, and pain points. This iterative process allowed us to refine the design and functionality, ensuring optimal user experience before proceeding with development.
Key transformations
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Order simplification - From a multi product order to a single product order simplifying the backend, the UX and the UI. From 4 tabs into one unified screen.
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User journey optimisation- All of the journeys became intuitive, although the CSMs normally go through a training process, we wanted to make sure the journeys were easy to use.
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Operational time reduction- Bringing all the journeys into one platform as well as the simplification, meant the users were able to go through the tasks faster.
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Alignment with customer side, ability to search for reward by activity or brand