Built to Scale: B2B Platform for a Multi-Country Franchise
Mobile App, Web Platform
Domain
E-commerce · FoodTech
My Role
Product Designer
Scope
Research, Visual Design, Prototyping, Testing
Duration
2 years
OVERVIEW
A bakery and pastry franchise chain operating across 4 countries in Latin America needed to replace its outdated admin panel. The existing system covered only basic store and product management. Everything else, from stock tracking to discount configuration, was handled manually or directly in the database. As the business expanded, the platform simply couldn't support daily operations anymore.
I joined as the sole product designer and worked on the project for over a year, transforming a limited admin panel into a full ERP system: 15+ modules covering catalog, orders, call center, delivery, stock, finance, marketing, and multi-location operations.
WHAT I DID
01
Audited the legacy admin platform and mapped operational gaps
02
Designed 15+ modules for a franchise ERP system as the sole designer
03
Built multi-country catalog system supporting 3 product types and per-channel pricing
04
Designed real-time order management with integrated call center
05
Created delivery zone system with geographic mapping
06
Redesigned customer-facing and delivery operator apps
ECOSYSTEM
The franchise operated three interconnected products: an ERP platform for HQ and franchise managers, a customer app for ordering, and a delivery app for couriers. Changes in the ERP: menu updates, pricing, promotions, delivery zones were reflected directly in both apps.
I owned the full design across all three, with the ERP platform as the primary focus.
PROBLEM & CONTEXT
Stock managed directly in the databaase
No discounts or promotions management
Call center on a separate platform
Broken navigation, unusable interface
No multi-country scaling capability
MENU MANAGEMENT
The catalog needed to handle products across 4 countries, multiple currencies, multiple sales channels, and three product types. I mapped the product data model with the dev team: how types, categories, badges, and per-country pricing relate to each other before designing any screens.
Two-catalog structure
Own products and third-party products have different supply chains and management workflows. Splitting them into separate catalog sections made the distinction obvious at a glance.
Adaptive product forms
The form restructures itself based on product type — you only see what you need to fill in.
Display order control
Product ordering in the customer app used to require a developer. Drag-and-drop sorting gives operators direct control.
Before:
basic product list, no multi-country support →
Now:
full catalog across 4 countries, 3 product types, multiple channels
ORDER MANAGEMENT
No centralized order view existed. After mapping the full order lifecycle with the PM and dev team: 9 statuses, 3 sources, multiple payment states, so I designed a unified view.
One view for all order sources
Every order — app, call center, or third-party — lands in the same list with source tags visible at a glance.
Call center order creation
Someone is waiting on the phone — the flow is built for speed.
Delivery method first — Patisserie = new order. Uber/Pedidos Ya = copying from external system.
Phone number lookup — type a number, system finds the customer. No match? Create inline.
Side-by-side catalog + cart — browse and add without switching views.
Order detail panel
Opens as a side panel — operators don't lose their place in the list.
Before:
call center on separate platform, 3rd party orders invisible →
Now:
all orders in one view regardless of source
STOCK REQUEST
Store managers updated stock directly in the database. I mapped the handoff points between store managers, distributors, and the system to design an accountable multi-role flow.
Multi-role request flow
Store manager creates request → Distributor accepts and ships → Store manager reviews delivery → Discrepancies require a reason → Stock auto-updates.
Smart product selection
Two-step creation: select products with current stock data visible, then set quantities with system-suggested amounts.
Distributor portal
Distributors see incoming requests in their own interface and can adjust actual delivery quantities — real supply doesn't always match what was ordered.
Fulfillment review
Store manager compares requested vs. shipped vs. received. Mismatches require a waste reason before closing. Stock updates automatically only after review.
Before:
stock changed manually in database, no audit trail →
Now:
tracked end-to-end from request to delivery to fulfillment
DELIVERY ZONES
No delivery zone management existed. I designed a four-level geographic hierarchy (Country → State → City → Sector → Zone) with polygon-based zone drawing on a map. Each zone carries its own rules — minimum order amount, estimated delivery time, active status. The system color-codes overlapping zones and prevents configurations that would break the customer experience.
Before:
no delivery zone management →
Now:
map-based zones with overlap prevention, connected to franchise setup
OTHER MODULES
Beyond the ERP, I redesigned the customer ordering app and the delivery operator app — both fed directly by the platform's data.
CUSTOMER&DELIVERY APPS
Beyond the ERP, I redesigned the customer ordering app and the delivery operator app — both fed directly by the platform's data.
RESULTS
A limited admin panel became a full ERP system powering daily operations across 4 countries.
Franchise expansion without custom development
Real-time order visibility across all channels
End-to-end stock accountability
New countries plyg into the same platform
App, call center, and 3rd party orders in one view
Every unit tracked from request to delivery to shelf
