Project under NDA. Some details have been generalized or blurred for confidentiality.
Project under NDA. Some details have been generalized or blurred for confidentiality.
RETAILER HUB
RETAILER HUB
Last-Mile Retail Engagement Platform for a
Leading Moroccan FMCG Company
Last-Mile Retail Engagement Platform for a Leading Moroccan FMCG Company
Designed a 0→1 retail engagement MVP for a leading FMCG company managing tens of thousands of small retailers, creating a reliable digital channel suited for low-literacy users under tight operational constraints.
Designed a 0→1 retail engagement MVP for a leading FMCG company managing tens of thousands of small retailers, creating a reliable digital channel suited for low-literacy users under tight operational constraints.
B2B
0→1 MVP
INDUSTRY
INDUSTRY
FMCG / Retail Distribution
FMCG / Retail Distribution
ROLE
ROLE
Product Designer
(Discovery, Product strategy, UX/UI)
Product Designer
(Discovery, Product strategy, UX/UI)
TEAM
TEAM
CEO
CEO
FMCG Company Leadership
FMCG Company Leadership
Lead Software Engineer
Lead Software Engineer
TIMELINE
TIMELINE
3 WEEKS (2024)
3 WEEKS (2024)
Context
Context
A leading Moroccan FMCG company relied on intermediaries and field agents to manage a nationwide network of small retailers, the backbone of its multi-million-dollar annual revenue.
At this scale, the model:
Limited visibility into retail behavior
Weakened direct relationships with retailers
Slowed growth and decision-making
Made last-mile operations hard to scale
A leading Moroccan FMCG company relied on intermediaries and field agents to manage a nationwide network of small retailers, the backbone of its multi-million-dollar annual revenue.
At this scale, the model:
Limited visibility into retail behavior
Weakened direct relationships with retailers
Slowed growth and decision-making
Made last-mile operations hard to scale
Current agent-centric last-mile setup, where field agents act as the primary interface between the business and a distributed network of small retailers.
Current agent-centric last-mile setup, where field agents act as the primary interface between the business and a distributed network of small retailers.
Desired Business
Outcome
Desired Business Outcome
Desired Business
Outcome
Increase retailer ordering
Increase retailer ordering
Strengthen direct relationships with small retailers
Strengthen direct relationships with small retailers
Gain direct visibility into retail behavior and performance
Gain direct visibility into retail behavior and performance
Reduce reliance on intermediaries at national scale
Reduce reliance on intermediaries at national scale
The Real Problem
The Real Problem
Leadership initially believed small shop owners lacked motivation to hit daily sales targets.
The proposed direction focused on incentives and loyalty rewards.
That assumption didn’t hold.
Retailers weren’t unmotivated, they lacked:
“Clarity”
“Trust”
“A reliable way to understand promotions, availability, and delivery”
Therefore, ordering felt uncertain rather than empowering.
Leadership initially believed small shop owners lacked motivation to hit daily sales targets.
The proposed direction focused on incentives and loyalty rewards.
That assumption didn’t hold.
Retailers weren’t unmotivated, they lacked:
“Clarity”
“Trust”
“A reliable way to understand promotions, availability, and delivery”
Therefore, ordering felt uncertain rather than empowering.
This reframing changed what we built, and where we chose to invest effort.
This reframing changed what we built, and where we chose to invest effort.
Key Product
Decisions
Key Product Decisions
Key Product
Decisions
Given tight time and delivery constraints, we chose not to build parallel products for managers or intermediaries in the MVP phase.
Instead, the focus was placed on launching a dedicated retailer-facing product, the highest-leverage entry point in the system.
The problem was reframed from:
“How do we motivate retailers?”
to:
“How do we help retailers order with confidence while building a direct relationship?”
This reframing directly supported three business goals:
• Increased retailer ordering
• Strengthened direct relationships with retailers
• Unlocked visibility into retail behavior
Given tight time and delivery constraints, we chose not to build parallel products for managers or intermediaries in the MVP phase.
Instead, the focus was placed on launching a dedicated retailer-facing product, the highest-leverage entry point in the system.
The problem was reframed from:
“How do we motivate retailers?”
to:
“How do we help retailers order with confidence while building a direct relationship?”
This reframing directly supported three business goals:
• Increased retailer ordering
• Strengthened direct relationships with retailers
• Unlocked visibility into retail behavior
Strategic Focus
Areas
Strategic Focus Areas
Strategic Focus
Areas
Moving forward, the following focus areas guided every product and design decision.
They acted as constraints, shaping what we built, what we simplified, and what we deliberately left out.
Moving forward, the following focus areas guided every product and design decision.
They acted as constraints, shaping what we built, what we simplified, and what we deliberately left out.
Solution (MVP Scope)
Solution (MVP Scope)
Solution (MVP Scope)
Promotions Hub
Promotions Hub
A centralized space surfacing all active promotions clearly, so retailers never miss profit opportunities.
A centralized space surfacing all active promotions clearly, so retailers never miss profit opportunities.
Direct Ordering Flow
Direct Ordering Flow
A fast, predictable ordering experience designed to remove friction and reduce decision uncertainty.
A fast, predictable ordering experience designed to remove friction and reduce decision uncertainty.
Loyalty System
Loyalty System
A simple, transparent rewards system that reinforces consistent ordering through visible progress and tangible value.
A simple, transparent rewards system that reinforces consistent ordering through visible progress and tangible value.
Retailer Dashboard
Retailer Dashboard
A lightweight dashboard giving retailers instant visibility into performance, progress, and daily objectives.
A lightweight dashboard giving retailers instant visibility into performance, progress, and daily objectives.
Notifications & Direct Communication
Notifications & Direct Communication
Real-time notifications and direct support give retailers timely clarity on promotions, performance, and operational issues.
Real-time notifications and direct support give retailers timely clarity on promotions, performance, and operational issues.
Impact
Impact
The MVP established critical foundations for transforming how the company engages with its nationwide retail network:
The MVP established critical foundations for transforming how the company engages with its nationwide retail network:
Increased retailer confidence and engagement through direct ordering and always-visible promotions
Increased retailer confidence and engagement through direct ordering and always-visible promotions
Strengthened trust by introducing transparent communication and more predictable delivery expectations
Strengthened trust by introducing transparent communication and more predictable delivery expectations
Reduced reliance on intermediaries by enabling a direct digital relationship with retailers
Reduced reliance on intermediaries by enabling a direct digital relationship with retailers
Created a scalable foundation for capturing retailer behavior and ordering data
Created a scalable foundation for capturing retailer behavior and ordering data
Most importantly, the initiative repositioned the company from an agent-dependent operating model toward a more scalable, data-informed retail ecosystem.
Most importantly, the initiative repositioned the company from an agent-dependent operating model toward a more scalable, data-informed retail ecosystem.
What This
Enabled
What This Enabled
What This
Enabled
By solving the retailer side first, the MVP established the foundation for a more connected and data-informed retail ecosystem:
Manager & Sales Dashboards
Built on real ordering behavior and retail activity rather than assumptions.
Field-Agent Companion Tools
Shifting agents toward relationship management and on-the-ground support instead of manual order collection.
More Targeted Loyalty & Ambassador Programs
Made possible by direct visibility into retailer behavior, promotion engagement, and ordering patterns.
This sequencing ensured that future investments would be grounded in real operational signals — not guesswork.
By solving the retailer side first, the MVP established the foundation for a more connected and data-informed retail ecosystem:
Manager & Sales Dashboards
Built on real ordering behavior and retail activity rather than assumptions.
Field-Agent Companion Tools
Shifting agents toward relationship management and on-the-ground support instead of manual order collection.
More Targeted Loyalty & Ambassador Programs
Made possible by direct visibility into retailer behavior, promotion engagement, and ordering patterns.
This sequencing ensured that future investments would be grounded in real operational signals — not guesswork.
Key Learnings
Key Learnings
Solving the right problem matters more than building more features
Transparency and reliability drive behavior change in last-mile systems
Low-literacy design requires strong hierarchy, clear affordances, and minimal choices
High-leverage entry points create compounding system value
Discovery and constraints are not blockers — they are design tools
Solving the right problem matters more than building more features
Transparency and reliability drive behavior change in last-mile systems
Low-literacy design requires strong hierarchy, clear affordances, and minimal choices
High-leverage entry points create compounding system value
Discovery and constraints are not blockers — they are design tools
Navigating complexity and want
to get it right? Let’s talk.
Product design partnership for B2B & SaaS teams.
Discovery call
Book a Call with me
Let’s see if a partnership makes sense for your product.
If you’re unsure whether a call makes sense yet, feel free to send a message.
Rachid Eljid :)
Product Design Partner for B2B & SaaS teams
© 2026 Rachid Eljid
Based in AGADIR, MOROCCO
Working Globally
Navigating complexity and want
to get it right? Let’s talk.
Product design partnership for B2B & SaaS teams.
Discovery call
Book a Call with me
Let’s see if a partnership makes sense for your product.
If you’re unsure whether a call makes sense yet, feel free to send a message.
Rachid Eljid :)
Product Design Partner for B2B & SaaS teams
© 2026 Rachid Eljid
Based in AGADIR, MOROCCO
Working Globally
Navigating
complexity and want to get it right? Let’s talk.
Product design partnership for B2B & SaaS teams.
Discovery call
Book a Call with me
Let’s see if a partnership makes sense for your product.
If you’re unsure whether a call makes sense yet, feel free to send a message.
Rachid Eljid :)
Product Design Partner for B2B & SaaS teams
© 2026 Rachid Eljid
Based in AGADIR, MOROCCO
Working Globally