Dufry - Clienteling App
(About)
Client:
Dufry
Industry:
Travel Retail / Duty Free
Role:
UX/UI Designer, User Researcher
Duration:
6 months
Client:
Dufry
Industry:
Travel Retail / Duty Free
Role:
UX/UI Designer, User Researcher
Duration:
6 months
Client:
Dufry
Industry:
Travel Retail / Duty Free
Role:
UX/UI Designer, User Researcher
Duration:
6 months
(Process)
(01)
Overview
Dufry, the world’s leading travel retailer, partnered with Phygrid to create a next-generation clienteling app — a handheld solution that enables store staff to check out customers anywhere on the floor. The app allows employees to process payments, enroll customers into Dufry’s loyalty program, verify duty-free allowances, and access product data and sales scripts directly on the device. The goal: to simplify and speed up the checkout process while enhancing personal engagement — creating a seamless bridge between self-checkout and traditional counters. As part of Phygrid’s design and research team, I contributed across the full process — from early field research and testing to UX/UI design, internal documentation, and on-site training during the pilot rollout in Madrid Airport’s flagship store.
(01)
Overview
Dufry, the world’s leading travel retailer, partnered with Phygrid to create a next-generation clienteling app — a handheld solution that enables store staff to check out customers anywhere on the floor. The app allows employees to process payments, enroll customers into Dufry’s loyalty program, verify duty-free allowances, and access product data and sales scripts directly on the device. The goal: to simplify and speed up the checkout process while enhancing personal engagement — creating a seamless bridge between self-checkout and traditional counters. As part of Phygrid’s design and research team, I contributed across the full process — from early field research and testing to UX/UI design, internal documentation, and on-site training during the pilot rollout in Madrid Airport’s flagship store.
(01)
Overview
Dufry, the world’s leading travel retailer, partnered with Phygrid to create a next-generation clienteling app — a handheld solution that enables store staff to check out customers anywhere on the floor. The app allows employees to process payments, enroll customers into Dufry’s loyalty program, verify duty-free allowances, and access product data and sales scripts directly on the device. The goal: to simplify and speed up the checkout process while enhancing personal engagement — creating a seamless bridge between self-checkout and traditional counters. As part of Phygrid’s design and research team, I contributed across the full process — from early field research and testing to UX/UI design, internal documentation, and on-site training during the pilot rollout in Madrid Airport’s flagship store.
(02)
Challenge
Retail environments in airports are high-pressure, fast-moving, and often bandwidth-constrained. Staff needed a tool that was fast, reliable, and intuitive enough to use while assisting customers on the go — often with limited time and distractions. Our early research uncovered several pain points: - Staff valued flexibility but struggled when Wi-Fi signals dropped or the interface lagged. - Small UI elements and lengthy CTAs caused friction during busy peaks. - Many associates hesitated to use advanced features like product lookup or loyalty signup under time pressure. The challenge was to design a fluid, low-friction experience that matched the rhythm of retail work — fast, mobile, and context-aware.
(02)
Challenge
Retail environments in airports are high-pressure, fast-moving, and often bandwidth-constrained. Staff needed a tool that was fast, reliable, and intuitive enough to use while assisting customers on the go — often with limited time and distractions. Our early research uncovered several pain points: - Staff valued flexibility but struggled when Wi-Fi signals dropped or the interface lagged. - Small UI elements and lengthy CTAs caused friction during busy peaks. - Many associates hesitated to use advanced features like product lookup or loyalty signup under time pressure. The challenge was to design a fluid, low-friction experience that matched the rhythm of retail work — fast, mobile, and context-aware.
(02)
Challenge
Retail environments in airports are high-pressure, fast-moving, and often bandwidth-constrained. Staff needed a tool that was fast, reliable, and intuitive enough to use while assisting customers on the go — often with limited time and distractions. Our early research uncovered several pain points: - Staff valued flexibility but struggled when Wi-Fi signals dropped or the interface lagged. - Small UI elements and lengthy CTAs caused friction during busy peaks. - Many associates hesitated to use advanced features like product lookup or loyalty signup under time pressure. The challenge was to design a fluid, low-friction experience that matched the rhythm of retail work — fast, mobile, and context-aware.
(03)
Solution
We ran an iterative co-creation process combining in-store observations, usability tests, and pilot training feedback. Working closely with Dufry’s operations and marketing teams, we refined both the UX and performance architecture of the app: - Simplified navigation and clearer information hierarchy. - Larger tap targets and concise CTA copy optimized for speed under pressure. - Improved offline performance and caching for terminals with slower processors. - Contextual sales prompts and product storytelling scripts embedded in the UI to support clienteling. - Adjusted contrast and font size for legibility in varying light conditions. Beyond design, we also facilitated training workshops for store associates and collected post-launch feedback loops directly in-store.
(03)
Solution
We ran an iterative co-creation process combining in-store observations, usability tests, and pilot training feedback. Working closely with Dufry’s operations and marketing teams, we refined both the UX and performance architecture of the app: - Simplified navigation and clearer information hierarchy. - Larger tap targets and concise CTA copy optimized for speed under pressure. - Improved offline performance and caching for terminals with slower processors. - Contextual sales prompts and product storytelling scripts embedded in the UI to support clienteling. - Adjusted contrast and font size for legibility in varying light conditions. Beyond design, we also facilitated training workshops for store associates and collected post-launch feedback loops directly in-store.
(03)
Solution
We ran an iterative co-creation process combining in-store observations, usability tests, and pilot training feedback. Working closely with Dufry’s operations and marketing teams, we refined both the UX and performance architecture of the app: - Simplified navigation and clearer information hierarchy. - Larger tap targets and concise CTA copy optimized for speed under pressure. - Improved offline performance and caching for terminals with slower processors. - Contextual sales prompts and product storytelling scripts embedded in the UI to support clienteling. - Adjusted contrast and font size for legibility in varying light conditions. Beyond design, we also facilitated training workshops for store associates and collected post-launch feedback loops directly in-store.
(04)
Result & Conclusion
The pilot launch at Madrid Airport showed faster transactions, reduced queue times, and higher staff satisfaction scores. Associates reported that the app felt “like having a mobile checkout counter in your hand” — enabling smoother customer interactions and more confidence on the floor. Performance optimizations significantly improved reliability on lower-end devices, while the updated copy and interface structure reduced input errors and confusion. Dufry has since extended the pilot learnings into additional markets, using the project as a blueprint for global rollout. This case demonstrated how human-centered design within enterprise constraints - speed, clarity, performance - can redefine what mobile retail tools feel like for staff and customers alike.
(04)
Result & Conclusion
The pilot launch at Madrid Airport showed faster transactions, reduced queue times, and higher staff satisfaction scores. Associates reported that the app felt “like having a mobile checkout counter in your hand” — enabling smoother customer interactions and more confidence on the floor. Performance optimizations significantly improved reliability on lower-end devices, while the updated copy and interface structure reduced input errors and confusion. Dufry has since extended the pilot learnings into additional markets, using the project as a blueprint for global rollout. This case demonstrated how human-centered design within enterprise constraints - speed, clarity, performance - can redefine what mobile retail tools feel like for staff and customers alike.
(04)
Result & Conclusion
The pilot launch at Madrid Airport showed faster transactions, reduced queue times, and higher staff satisfaction scores. Associates reported that the app felt “like having a mobile checkout counter in your hand” — enabling smoother customer interactions and more confidence on the floor. Performance optimizations significantly improved reliability on lower-end devices, while the updated copy and interface structure reduced input errors and confusion. Dufry has since extended the pilot learnings into additional markets, using the project as a blueprint for global rollout. This case demonstrated how human-centered design within enterprise constraints - speed, clarity, performance - can redefine what mobile retail tools feel like for staff and customers alike.
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