Overproof App – Redesigning a Data-Driven Field App for the Beverage Industry
Product
SaaS mobile
Role
Lead designer
Task
Redesign + product expansion
Redesign
+ product expansion
Overproof is an enterprise software designed to drive business growth for the beverage industry through data- powered insights. It operates through a desktop portal and mobile app, providing tools for brand ambassadors, sales reps, and managers to track, analyze, and optimize their field efforts. Launched in 2020, Overproof’s mobile app provided field teams with data collection and basic CRM functionalities.
By 2023, our data set had expanded significantly, giving us rich insights into accounts and market trends nationwide. With this new level of data and AI capabilities, we saw an opportunity to transform the app into a field operations assistant that could provide actionable insights, smarter suggestions, and better operational tools.
Product
SaaS mobile
Role
Lead designer
Task
Redesign + product expansion
Overproof is an enterprise software designed to drive business growth for the beverage industry through data- powered insights. It operates through a desktop portal and mobile app, providing tools for brand ambassadors, sales reps, and managers to track, analyze, and optimize their field efforts. Launched in 2020, Overproof’s mobile app provided field teams with data collection and basic CRM functionalities.
By 2023, our data set had expanded significantly, giving us rich insights into accounts and market trends nationwide. With this new level of data and AI capabilities, we saw an opportunity to transform the app into a field operations assistant that could provide actionable insights, smarter suggestions, and better operational tools.
My role
My role
My role
As the Lead Designer on this project I took a holistic approach to our research, giving me a comprehensive view of what needed to change. I interviewed marketing, sales, development, customer success teams and customers to understand what was being promised, sold, actually used, and what was getting in the way. I led this project from the first interview all the way to launch and later improvements in a team of 2.
My role
As the Lead Designer on this project I took a holistic approach to our research, giving me a comprehensive view of what needed to change. I interviewed marketing, sales, development, customer success teams and customers to understand what was being promised, sold, actually used, and what was getting in the way. I led this project from the first interview all the way to launch and later improvements in a team of 2.
Challenges and pain points
Challenges and pain points
Challenges and pain points
While the app delivered useful data to managers, field teams found it cumbersome. Here is what the research showed:
Field users: The app slowed them down with repetitive data entry tasks that mirrored what they had done on pen and paper for years. It offered little immediate benefit in return - they needed a tool that supported their goals rather than just monitoring them.
Managers: Often faced pushback from field teams who felt over-monitored without enough reward. Without full team cooperation, managers struggled to see a clear ROI from our product.
Challenges and pain points
While the app delivered useful data to managers, field teams found it cumbersome. Here is what the research showed:
Field users: The app slowed them down with repetitive data entry tasks that mirrored what they had done on pen and paper for years. It offered little immediate benefit in return - they needed a tool that supported their goals rather than just monitoring them.
Managers: Often faced pushback from field teams who felt over-monitored without enough reward. Without full team cooperation, managers struggled to see a clear ROI from our product.
Goals
Goals
Goals
Empower Field Teams: Provide more value by giving actionable insights and goal-planning tools to make their workday more efficient.
Deliver Strategic Insights: Help managers and field users alike see the broader market trends and understand how their efforts fit into the bigger picture.
Leverage AI for Smart Suggestions: Use AI to generate personalized suggestions that help field teams accomplish their goals and improve decision-making.
Goals
Empower Field Teams: Provide more value by giving actionable insights and goal-planning tools to make their workday more efficient.
Deliver Strategic Insights: Help managers and field users alike see the broader market trends and understand how their efforts fit into the bigger picture.
Leverage AI for Smart Suggestions: Use AI to generate personalized suggestions that help field teams accomplish their goals and improve decision-making.
Results & impact
Results & impact
Results & impact
Insights page: Delivers real-time market trends and venue insights, empowering users to make data-driven decisions. The higher the subscription level, the richer the data, improving decision-making and helping align strategies to market trends.
Daily planner & route optimization: Offers field users a calendar of tasks, activities, and AI-generated suggestions, along with optimized routes for efficient time management. This enhancement saves time on planning, allowing users to focus on activities that advance their goals, ultimately boosting productivity.
Goals page: Integrates account segmentation, history, and suggested accounts, making goal tracking more specific and actionable. Field teams can see their progress more clearly, leading to improved performance and accountability.
Enhanced CRM features: Richer account profiles with notes, contacts, and history, promoting better collaboration across teams and deepening customer insights.
New design system: Increased visual consistency and usability, enhancing both efficiency and user engagement.
Results & impact
Insights page: Delivers real-time market trends and venue insights, empowering users to make data-driven decisions. The higher the subscription level, the richer the data, improving decision-making and helping align strategies to market trends.
Daily planner & route optimization: Offers field users a calendar of tasks, activities, and AI-generated suggestions, along with optimized routes for efficient time management. This enhancement saves time on planning, allowing users to focus on activities that advance their goals, ultimately boosting productivity.
Goals page: Integrates account segmentation, history, and suggested accounts, making goal tracking more specific and actionable. Field teams can see their progress more clearly, leading to improved performance and accountability.
Enhanced CRM features: Richer account profiles with notes, contacts, and history, promoting better collaboration across teams and deepening customer insights.
New design system: Increased visual consistency and usability, enhancing both efficiency and user engagement.
Through these improvements, the redesigned Overproof app evolved from a basic data collection tool into a smart field assistant. It enhanced user satisfaction, supported efficient daily operations, and provided managers with clear ROI insights, empowering field teams to work smarter and achieve better outcomes that drive market-aligned strategies.
Through these improvements, the redesigned Overproof app evolved from a basic data collection tool into a smart field assistant. It enhanced user satisfaction, supported efficient daily operations, and provided managers with clear ROI insights, empowering field teams to work smarter and achieve better outcomes that drive market-aligned strategies.
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Let's Connect
Maybe one day we’ll meet sea-side, surrounded by a language we don’t speak - at golden hour. Until then, perhaps it starts in my DMs?
alida.gagliuffi@gmail.com, or shoot me a note right here:
Let's Connect
Maybe one day we’ll meet sea-side, surrounded by a language we don’t speak - at golden hour. Until then, perhaps it starts in my DMs?
alida.gagliuffi@gmail.com, or shoot me a note right here:
Let's Connect
Maybe one day we’ll meet sea-side, surrounded by a language we don’t speak - at golden hour. Until then, perhaps it starts in my DMs?
alida.gagliuffi@gmail.com, or shoot me a note right here: