2021
Zipline
getzipline.com
Background
Zipline is a retail operations platform designed to bridge the gap between headquarters and the frontline, unifying communications and task management for distributed teams. Used by major brands to drive store execution, the platform serves employees in high-pressure environments where software must be an enabler, not a distraction.
Core problem
The platform was originally built on basic Bootstrap components with limited styling, resulting in a dated look that made white-labeling difficult and hurt sales against sleeker competitors. The rigid, "retail-only" design paradigm was a bottleneck for scalability, preventing the company from expanding into new verticals like hospitality or grocery, as every new feature required a costly and significant rebuild.
Transforming the Core App: Mobile-First Strategy & "Shape Up" Operations
Design Operations & "Shape Up" Methodology
As Lead Designer on a newly formed team, I spearheaded the adoption of Basecamp’s "Shape Up" methodology to integrate design into the product workflow. By shifting "shaping" and planning to run parallel to building, we fostered early collaboration between design and engineering, establishing robust processes that ensured high-quality output without slowing down development.
Mobile-First & Responsive Redesign
We built a modular design system (layered on top of Bootstrap) to completely overhaul the UI, prioritizing a mobile-first approach essential for field operations. Every design decision was filtered through the lens of a user in a busy, high-pressure environment, ensuring the software functioned as a seamless support system rather than a secondary task.
Advanced Features Implementation
The redesign enabled complex, compliance-focused features that the old architecture couldn't support. We introduced "off-the-clock" content locking to comply with labor laws, geo-location security for personal devices, and smart task automation based on survey responses. We also integrated third-party staffing tools for shift swapping and solved data access logic for employees working across multiple locations.
Results and Impact
The platform redesign transformed Zipline from a product facing sales friction into a recognized market leader, directly addressing the core problems of an aging UI and scalability. This success was validated through prestigious industry accolades, unprecedented user engagement, and explosive business growth.
From Sales Hurdle to Industry Leader: The redesigned UI became a primary sales asset, enabling the company to win head-to-head against sleeker competitors. This market validation came in the form of numerous awards for "Easiest to Use," "Best Usability," and "Best Onboarding" from SaaS evaluators like G2 Crowd and the NRF, cementing its reputation for excellence.
Unprecedented Adoption and Loyalty: The mobile-first, user-centric approach resulted in some of the highest engagement statistics in the software industry. Zipline now boasts an average adoption rate of 92% and a world-class NPS score of 78, metrics that are exceptionally rare for frontline operations software and prove the redesign successfully made the tool indispensable for busy, on-the-go employees.
Engine for Explosive Business Growth: The modular, scalable design system was the key that unlocked new markets. It gave Zipline the flexibility to move beyond retail into verticals like hospitality and medicine, a core strategic goal. This expansion capability directly fueled the company's growth, allowing it to double both its revenue and client roster year-over-year since 2022.