Driving Cannabis Sales with a Mobile CRM/CMS Platform
Challenge: Design a mobile platform from the ground up in 3 months
Project Summary
I worked closely with the developer team to create a more robust digital solution to support the company’s growing wholesale and retail business, with long-term scalability in mind. Their existing system lacked the flexibility and usability required to serve both retail customer (B2C) and wholesale clients (B2B).
By improving product catalog navigation, implementing flexible cart customization features, and designing tools for tracking order history and inventory, I delivered a scalable eCommerce solution that bridges the needs of both customer-facing and internal users.
Research + Insights
Users & stakeholders revealed challenges with product navigation, order customization, and tracking, resulting in a loss of new account acquisition.
I conducted 3 interviews with sales team members and warehouse employees to understand pain points in the wholesale ordering process.
Throughout the project, I held 10 stakeholder interviews with 3 key team members to gather ongoing feedback and align design decisions with business goals. The fast-paced nature of the project required me to work iteratively — making quick pivots and design changes as new needs or feedback emerged.
This collaborative and agile approach ensured the platform evolved alongside user and business needs, leading to more targeted and effective design solutions.
Solution 01
I designed a flexible product catalog that allowed wholesale customers to browse inventory in three different views: Tile View, List View, and Single Product View. Each product card displayed key details like name, category, and pricing, enabling users to quickly compare and add items to their cart. This adaptive layout supported both visual browsing and high-volume ordering, optimizing the experience for different buyer types.
Stakeholders requested multiple product viewing options to give both customers and the sales team quick, flexible access to product information.
Product View
Ideation
Once products were added to the cart, users could easily customize each item using the Actions feature. A "Customize" button opened a dropdown menu with options such as Convert to Oil, Bulk, Flower, or Prerolls. This interaction kept the cart interface clean while allowing for flexible product modifications without disrupting the checkout process.
Cart Checkout Customization
Build Phase
To support retail operations, I designed a QR scanner tool for store employees. This feature enabled staff to scan product barcodes to quickly add items to a customer’s cart, scan IDs to pull up accounts or start new ones, and complete checkout—all within a mobile-friendly interface. As items were scanned, the cart updated in real time, streamlining in-store transactions and improving overall speed and accuracy at the point of sale.
A key feature requested for in-store sales was a fast, efficient scanning tool for products and customer IDs to quickly start orders and access customer data.
QR Scanner
Closing Thoughts
Lessons Learning
This project reinforced the importance of designing flexible systems that balance user needs with technical constraints. Rapid feedback loops and continuous stakeholder collaboration shaped my ability to iterate quickly and pivot when needed. I also learned how critical it is to design with specific user roles in mind — creating distinct experiences for wholesale customers versus in-store sales teams. Ultimately, this project showed me how small, thoughtful features — like the QR scanner tool — can have a big impact on operational efficiency and user satisfaction.
Future Improvements
Future enhancements could include adding real-time inventory visibility to improve ordering accuracy and implementing saved order templates to help wholesale customers reorder faster and more efficiently.
Tools
Click Up
Figma
Canva
Miro
team
UI/UX Design
Joaquina Mascuch
Branding
Owner
Development
Joshua Ramirez
Content Design