Heineken Sales App

Project Overview

Context

Heineken International aimed to unify fragmented sales workflows across global markets into one mobile-first product for iOS, Android and tablet. The app helps sales representatives plan visits, understand priorities and take the right actions throughout their workday.

Product

A global mobile product that helps sales reps plan visits, prioritise actions and improve performance in the field.

Role

Digital Product Designer, embedded in a cross-functional team at Heineken International. I worked alongside a strategist and an internal product designer, and collaborated closely with a Product Owner, Business Analysts and a development team of ~20 engineers based in Krakow.

Ownership

I led UX direction and interaction design for multiple core workflows, collaborating closely with Product, Engineering and Business stakeholders to shape product decisions and prioritisation.

Status

Work in progress. The product is currently being built and rolled out via pilots in selected countries, with user testing planned and iterative improvements ongoing.

Problem & Challenges

Sales representatives lacked clear visibility into daily priorities, visit preparation and performance, making it difficult to focus on the most impactful actions throughout the day.

Stakeholder interviews and prototype walkthroughs revealed that users primarily needed operational clarity: what to do next, where to go and which actions mattered most.

Research & Insights

Scenario walkthroughs using interactive prototypes were used to validate concepts with stakeholders. A key insight was that sales representatives prioritise immediate operational clarity over dashboards. Their primary need is to quickly understand what to do next and which actions will have the most impact.

Concept Direction

The product was designed around the decisions reps make throughout their day: planning visits, preparing interactions, managing outlets and tracking performance.

From dashboard to planning-first workflow

Early exploration showed that traditional dashboards added little value, as most information already existed within planning and outlet flows. Reps primarily needed immediate clarity on what to do next.

I proposed shifting the experience towards a planning-first workflow focused on daily priorities and next actions. Through scenario-based prototypes, I demonstrated how planning and visit preparation could work as one streamlined flow, leading the team and stakeholders to align on the new structure.

Evolution from initial dashboard concept, via map exploration, to the final planning-first approach.

Designing within a global design system

The product was built within Heineken’s global design system, originally optimised for web and desktop. To better support mobile workflows, we refined existing components and introduced lightweight product-specific patterns where needed.

Key Features

Planning (Home)

The Planning tab became the primary entry point of the app. The next scheduled visit is prominently surfaced, supported by a day-based timeline that allows quick navigation between upcoming days.

The 'Focus of Today' layer connects daily objectives, to-do’s and operational updates, while the overall interaction model prioritises speed and predictability, helping users quickly understand their day and move into execution without friction.

Maintaining task continuity across visit flows

Visit preparation has two entry paths, both enabling more actions and overlays-risking layered complexity. I designed a shared interaction model that visually connects preparation with the full-height views, so users feel they’re progressing in one flow, not opening yet another layer.

Visit Preparation & Execution

Each visit starts with a preparation screen showing the current state of the outlet, such as open support requests or recent activity. During the visit, reps are guided through tasks and a structured PICOS check (Picture of Success), validating brand presence, visibility and tap installations.

Outlets

The outlet overview gives reps direct access to their customer base. Each outlet detail page combines highlights, performance score, general information and activity, including notes, upcoming visits, service tickets, orders and physical assets such as taps or cooling units.

Targets

The Targets tab helps reps understand performance at a glance and identify which actions will drive the most impact. Progress indicators and incentives were designed to motivate behaviour while keeping performance transparent and actionable.

Settings

Practical considerations such as language selection and biometric login support daily usage across regions and devices.

Outcome & Impact

The product is currently being developed and prepared for pilot rollout across multiple countries.

The planning-first approach improved clarity around daily priorities and reduced friction between planning, preparation and execution. The project demonstrates how simplifying operational complexity can create a more focused and intuitive product experience.

Background & Team

This project started in Q1 2025 and is ongoing. Through Makerstreet, I worked as an embedded Product Designer within Heineken International’s Eazle platform, helping shape mobile workflows for sales representatives across multiple operating companies.

The project involved close collaboration with international stakeholders, regional sales teams and engineering.