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Senco Gold Pradarshak App

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Designing an Internal Task Evaluation & Sales Enablement Platform for Jewelry Retail Workforce

Domain

Gems & Jewelry Retail, Enterprise Workforce Management, Retail Ops Tech

Role

Lead Product Designer & UX Consultant (Full-Lifecycle Design Ownership)

Design Tools

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Figma

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Claude

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Clevertap

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Useberry

Core Impact

  • Built an end-to-end linear goal cascade that translates Director-level business targets into actionable ground-level tasks and subtasks.

  • Reduced goal deployment time from excel format to trackable KRAs and showcased clear cross-role task completion rates to 94%

  • Replaced subjective annual reviews with a 100% objective, real-data year-end appraisal engine.

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Strategic Overview

Context

Senco Gold & Diamonds operates a complex multi-tiered enterprise hierarchy across 150+ showrooms and corporate divisions in India. The organizational ecosystem encompasses every role in the retail sector—from Executive Directors defining annual revenue, expansion, and margin goals down to Regional Managers, Store Managers, Counter Sales Associates, and Vault Operations Teams.

The Baseline Problem

Previously, a severe structural disconnect existed between corporate leadership and ground-level execution. Directors established high-level strategic objectives in static Excel spreadsheets that were manually forwarded down the management chain. These Excel-based goals lacked a structured linear cascade to convert raw targets into trackable KRAs. Store managers manually translated spreadsheets into vague verbal instructions, causing severe task ambiguity for ground staff. At the end of the year, performance reviews relied on memory and subjective manager bias rather than verifiable execution data, creating widespread friction during annual appraisals and incentive distributions.

Strategic Objectives & Product Vision

To unify all roles across the sector into a cohesive, accountable ecosystem, I established three strategic product objectives

  • Top-Down Linear Goal Cascade (Leadership & Strategy Goal): Provide Directors and Executives with an interface to establish macro business goals and transition goal deployment from static Excel formats into live, trackable Key Result Areas (KRAs) broken down linearly into regional tasks and store-level subtasks.
     

  • Multi-Role Task Governance & Visibility Engine (Operations Goal): Enable employees at every level—from Managers to Counter Associates—to create, assign, manage, and follow tasks, driving cross-role task completion visibility up to 94% with automated SLA tracking.
     

  • Real-Data Year-End Appraisal Engine (HR & Equity Goal): Aggregate ground-level task execution data throughout the year to replace subjective annual reviews with an unalterable, 100% objective, real-data performance evaluation engine.

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User Personas & Behavioral Psychology

Sector Hierarchy Archetypes

  • Executive Director (Anjali, 48): Needs to eliminate reliance on static Excel spreadsheets by establishing dynamic business targets that automatically cascade into trackable KRAs across all 150+ stores.
     

  • Store Manager (Vikram, 40): Needs intuitive tools to break Director-level KRAs into shift-wise tasks, delegate subtasks to counter associates, and monitor cross-role task completion rates in real time.
     

  • Ground-Level Counter Associate (Rajesh, 38): Needs a clear mobile task feed displaying daily targets, simple 1-tap completion logging, and transparent visibility into how his daily work feeds directly into an objective year-end appraisal.

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Applied UX Psychology Frameworks

  • Top-Down Alignment & Goal-Gradient Effect:
    Problem: Ground staff felt disconnected from corporate strategy when goals were managed via isolated Excel sheets, reducing daily execution motivation.
    UX Solution: Linked micro-tasks directly to macro KRAs. Associates see visual contribution meters ("Your 5 Swarna Yojana sign-ups contributed to 80% of Store KRA 3"), driving intrinsic motivation through clear impact visibility.
     

  • Multi-Role Mental Model & Progressive Disclosure:
    Problem: A single cluttered app interface confused both high-level Directors managing KRAs and ground associates executing subtasks.
    UX Solution: Designed role-adaptive dashboards. Directors see KRA-cascade canvases; managers see task-delegation boards; ground staff see single-action task feeds.
     

  • Operant Conditioning & Data Equity (Year-End Appraisals):
    Problem: Associates suffered from end-of-year anxiety due to subjective, memory-based manager appraisals.
    UX Solution: Transformed annual reviews into an immutable "Real-Data Scorecard." Real-time task logs, SLA timestamps, and conversion metrics replace subjective annual reviews with a 100% objective evaluation engine.

Information Architecture (IA)

The platform architecture is structured around a 4-Stage Goal-to-Appraisal Pipeline, seamlessly connecting executive vision in Excel format to live trackable KRAs and ground-level task execution

Task-Oriented Navigation & Prioritization
 

  • DIRECTOR KRA (KRA Cascade Studio): Root Navigation (Director View) ➔ "KRA Studio". Directors import or set macro business targets, transforming static Excel goals into live, trackable KRAs with automated regional cascade rules.
     

  • MANAGER KRA (Task Decomposition Hub): Navigation Tab (Manager View) ➔ "Task Builder". Converts parent KRAs into store tasks and staff subtasks with target dates, assignment rules, and SLA alerts.
     

  • GROUND KRA (Multi-Role Task Feed): Root Navigation (Staff Mobile View) ➔ "Today's Tasks". Serves daily subtasks (vault scans, counter setups, CRM follow-ups) with 1-tap logging, showcasing clear cross-role completion tracking up to 94%.
     

  • HR KRA (Real-Data Appraisal Vault): Navigation Tab (All Roles) ➔ "Annual Appraisal". Aggregates 365 days of logged tasks, SLA compliance rates, and sales conversions into an unalterable, 100% objective performance scorecard.

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Wireframing & Low-Fidelity Iterations

Goal Deployment Pivot

  • Initial Concept: Static spreadsheet upload view where Directors uploaded raw Excel files that required manual manager downloading and parsing.

  • Testing Friction: High operational friction. Managers misread Excel cells and struggled to translate static spreadsheet rows into daily store routines, leading to dropped targets.

  • The UX Pivot: Designed an Automated Excel-to-KRA Converter & 3-Tier Linear Cascade (Director Macro KRA ➔ Store Task ➔ Associate Subtask) with pre-filled retail templates (Bridal Campaign, Vault Audit, Swarna Yojana Focus).

  • UX Rationale: Applied Hick’s Law & Progressive Disclosure to eliminate cumbersome Excel workflows and establish dynamic, trackable KRAs across all store branches.

Year-End Appraisal Analytics Pivot

  • Initial Concept: Manual annual appraisal form where managers entered 1–5 star ratings alongside aggregated system stats.

  • Testing Friction: Ground staff distrusted manual star ratings, noting managers often overrode high cross-role task completion scores (94%) with subjective bias during annual reviews.

  • The UX Pivot: Replaced subjective star inputs with a Locked Real-Data Evaluation Engine. The appraisal scorecard automatically compiles verified task completion percentages, SLA compliance logs, and sales metrics into an unalterable performance score.

  • UX Rationale: Leveraged Procedural Fairness & Data Equity to replace subjective annual reviews with a 100% objective, real-data appraisal engine.

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High-Fidelity UI & Core Feature Breakdown

Director KRA Studio & Linear Task Cascade

  • Macro KRA Definition Canvas: Directors convert static Excel target sheets into dynamic business KRAs (e.g., "Achieve ₹5 Cr Diamond Sales in Q3"), select target regions/showrooms, and set completion deadlines.

  • Linear Task Auto-Deconstruction: The system automatically converts macro KRAs into store-level tasks (e.g., "Conduct daily diamond cross-sell briefings") and individual subtasks for counter staff ("Log 3 diamond virtual try-ons daily"), propagating targets instantly across the sector hierarchy.

Multi-Role Task Governance & Execution Hub

  • Cross-Level Task Visibility: Managers and staff can create, delegate, manage, and follow ad-hoc and routine tasks across roles, showcasing clear cross-role task completion rates up to 94%.

  • Time-Stamped SLA Tracking: Tasks such as morning vault audits and RFID tray scans feature automated time-stamping, ensuring operational compliance and alerting managers to bottlenecks in real time.

Data-Driven Year-End Appraisal & Performance Matrix

  • 365-Day Execution Aggregator: Compiles 1 year of task logs, SLA timestamps, Swarna Yojana conversions, and attendance records into an objective performance profile.

  • 100% Objective Annual Review Scorecard: Ground employees and HR leads view an identical year-end appraisal breakdown displaying exact task achievement percentages, earned commission tiers, and promotion eligibility metrics.

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Design System & Scalability

To support seamless operations across Directors on desktop web consoles and ground staff on mobile devices, I engineered the Pradarshak Design System (PDS) token architecture

  • Multi-Platform Responsiveness: Adaptive components that stretch seamlessly from widescreen Director analytics dashboards to high-contrast, thumb-friendly mobile layouts for counter associates.

  • High-Contrast Lighting Tokens: Calibrated UI tokens designed for legibility on mobile devices under bright LED showroom spotlighting during floor tasks.

  • Development Velocity: Standardized token handoffs between web and mobile engineering teams reduced implementation cycles by 40%.

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Real Improvements & Measurable Impact

By unifying top-down strategy with ground-level task execution and real-data performance tracking, the redesigned Senco Pradarshak platform generated substantial improvements across key corporate, operational, and HR metrics

  • Legacy Benchmark: Static Excel Spreadsheets

  • Redesigned Platform: Trackable KRAs

  • Impact & UX Rationale: Linear KRA Cascade. Transformed static Excel goal sheets into dynamic, trackable KRAs & subtasks.

✅ Goal Deployment Format

  • Legacy Benchmark: Unmonitored Cross-Role Tasks

  • Redesigned Platform: 94% Task Completion Rate

  • Impact & UX Rationale: Multi-Role Governance. Showcased clear cross-role task completion visibility & SLA tracking.

⏰ Multi-Role Task Completion

  • Legacy Benchmark: Subjective Manager Reviews

  • Redesigned Platform: 100% Objective Data Engine

  • Impact & UX Rationale: Real-Data Engine. Replaced subjective annual reviews with a 100% objective, real-data appraisal engine.

🕵 Year-End Appraisals

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