Direct Store Delivery allows distributors to deliver goods directly to a retailer without the need to go through the main distribution centers. Individual drivers are hired to deliver goods daily to individual retail establishments, be it convenience stores, restaurants, or other such establishments. PepsiCo engaged SAP to propose a new app to manage this process, and allow them to retire their old handheld devices that were both difficult to use and difficult to carry.

Our DSD proposal would allow the delivery driver to see clearly all of the deliveries they are to complete during their shift, along with optimal delivery sequencing, and task lists for each of their visits. It would also include sales targets, relevant promotions, and the ability to easily create Sales and Return orders.



User Research Design Thinking UX Design Product Design





Discovery and Understanding

At the beginning of this project, we planned a weeklong discovery workshop at a central location with a number of stakeholders that included business stakeholders, IT stakeholders, and end users.

Our initial focus was on understanding the problem that PepsiCo was facing. In order to do this, we had end users describe to us a day in their life, from the start of their shift to the end, with a focus on their touchpoints with their existing system. It became clear early on that over the years, these end users had found their own unique ways of getting their outdated system to accomplish what they wanted. The end users also walked us through their current handheld device and showed us the amount of steps necessary to do very simple tasks.

After understanding the pain points of the end users, it was important to understand the issues with business was facing, so that we can properly account for the business needs. With an aging workforce, it was evident that in order to recruit younger people to the job, it was necessary to build a new set of tools that felt familiar to the next generation of delivery drivers.


As this engagement was not a timed and fixed budget project, we opted for a blue sky ideation workshop, so that we could gather all ideas from all parties. No idea was turned down, and the idea was to think big.

We facilitated a 2 day ideation workshop, where end users, alongside the business and IT stakeholders would work together to come up with dozens of feature requests that they would like to see in a potential solution. This exercise was done using post-it notes.

After all of the ideas were laid out, the team was tasked with organizing all of the features in clusters, and putting them in sequential order based on how they would use the app. After this was done, we did a simple prioritization exercise to understand the features that were most important.

Design Process

Once our ideation workshop was complete, we felt we had enough of an understanding to begin working on design proposals. The following week, I spent translating the features into sketches so I could build out a proposed user flow. From this user flow, I then used SAP's Fiori Design System for iOS to begin putting together a prototype that would be used to present to PepsiCo.


Upon completion of our proposal, we presented our entire vision to business stakeholders and end users, who were over the moon with what they had seen, saying loudly that having this app would save them hours and make their day to day infinitely easier. The idea was later presented to a very large group PepsiCo C-level executives and board members by myself along with PepsiCo business stakeholders.



Next project