[ Case study ]
Levi's: Retail CRM Mobile App
A presale mobile UI concept for Capillary Technologies' retail CRM pitch to Levi's. The design imagined how store associates could use a smartphone app to personalise customer interactions on the floor, surfacing loyalty points, purchase history, and outfit recommendations in the moment that mattered most.
- Client
- Levi Strauss & Co.
- Role
- UI/UX Designer · via Capillary Technologies
- Year
- 2014
- Disciplines
- Mobile UX, Retail UX, CRM Design, Presale Concept
Retail CRM
Product category
2014
Year
Presale
Project type
[ Information architecture ]
Customer lookup
- Search / scan
- Customer profile
- Loyalty tier
Purchase history
- Past orders
- Product categories
- Last visit
Recommendations
- Outfit builder
- Related products
- Size preferences
Loyalty
- Points balance
- Redemption
- Reward offers
Store tools
- Inventory check
- Product scan
- Staff actions
Levi's store associates had rich customer data in a back-office CRM, but no way to access it on the floor. Capillary Technologies was pitching a mobile CRM layer that would put that intelligence in an associate's hand at the moment a customer walked in.
The challenge
Retail CRM tools are typically designed for managers and analysts, not sales associates working a busy floor. The design problem was to make a complex database feel like a quick, confident reference, something a store associate could glance at while keeping their attention on the customer.
Store associates in Levi's flagships are handling multiple customers at once, dealing with fitting room queues, inventory questions, and POS transactions. The tool had to work in a two-second glance. Any design that required reading or navigating was a design that would not get used.
Design principles
- Lead with the customer's name, loyalty tier, and last purchase, not a data form
- Surface recommendations that feel helpful, not algorithmic
- Keep all key actions within one tap, no deep navigation mid-conversation
- Respect the brand: red, white, denim, instantly recognisable
Key screens and flows
The opening screen was a scan-or-search customer lookup: camera open by default to scan a loyalty card barcode, with a name search fallback for customers without a card. This meant zero friction for returning customers and a graceful fallback for new ones.
The customer profile led with three numbers: tier badge, points balance, and days since last visit. Below that, a card-stack showed the three most recent purchases with thumbnail, item name, and price. This gave the associate a conversation starter before the customer even started browsing.
A recommendation strip pulled in outfit pairings based on purchase history, each presented as a two-item card with a visual. Associates could swipe through four to five options and make a suggestion without leaving the profile view. Loyalty redemption was a single action card, surfaced only when the customer had enough points to redeem, keeping the interface uncluttered when it wasn't relevant.
Approach
The visual language drew directly from the Levi's brand: primary red for actions, white space for breathing room, denim-blue accents as secondary signifiers. Typography was set large enough to read without squinting in a bright store environment. Every screen was designed for one-handed use, with all primary actions in thumb reach.
Outcome
Delivered as a presale pitch concept for Capillary's Levi's engagement. The design demonstrated how a CRM, typically a back-office tool, could become a genuine retail floor asset when designed mobile-first for the associate, not the analyst. The work covered 11 core screens across the full associate workflow from customer lookup to loyalty redemption.