Revolutionising Retail with Spot Metrics
The goal was to create an operational system for shopping centres and offline retail to provide real-time data analysis, aiding strategic decision-making.
Spot Metrics
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Project
Web CRM Platform (2017/2018). Duration: 6 months
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My Role
Adobe XD, Illustrator, Photoshop, Trello, Office Suite
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Tools
Adobe XD, Illustrator, Photoshop, Trello, Office Suite
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Team
Including a design intern, front-end developer, software engineer, software architect, business intelligence analyst, CEO, COO, and branding consultant.
About the Company
Initially focused on loyalty programmes for shopping centres, Spot Metrics evolved into a business model based on Data Intelligence and CRM, targeting offline retail.
My Contribution
Comprehensive involvement from user research to interface development, including the visual and functional transformation of the startup, creation of physical and digital interfaces, and collaboration with the technology team and co-founders for strategic discussions.
Deliverables
User Research, Rebranding, Concept Development, Information Architecture, Wireframing, Prototyping, Visual Design.
Design Process
Empathise
Understand functional specifications, study graphic library, conduct market research, and client interviews.
Ideation
Team brainstorming, taxonomy definition, moodboard creation, and flowchart development.
Prototype
Creation of wireframes, style guide, and prototypes.
Test
Validation of MVP "Wizard of Oz" with shopping centre marketing and investors.
Challenges
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Using a pre-existing graphics library.
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Developing a modular and responsive web platform.
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Rebranding due to business model changes.
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Limited time to secure investments.
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Inconsistencies in client databases
Insights
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Shopping centres and offline retail struggle to understand consumer habits.
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High-cost marketing strategies with low traceability.
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Challenges in maintaining long-term customer relationships.
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Shopping management lacks adequate consumer information.
Impact
The developed solution significantly impacted Spot Metrics’ operations. The implementation of the CRM platform allowed shopping centres and offline retail to access real-time data, providing a more accurate and personalised view of consumer behaviour. This led to a profound transformation in Spot Metrics’ business model, shifting its focus to Data Intelligence and CRM, moving away from its previous VIP lounge operations. According to Startupi, this strategic shift enabled Spot Metrics to expand its reach to over 60,000 stores in Brazil and nearly 20,000 internationally, involving over 150 brands and impacting approximately 55 million consumers. The platform’s success is evidenced by the fact that, as of 2025, the company still utilises the interface foundation created in the pilot project in 2018, demonstrating the solution’s robustness and effectiveness.