Saks Fifth Avenue CCA+, Mosaic CRM/POS

Overview

In the early days of the iPad, Saks Fifth Avenue partnered with Raymark Xpert Systems to modernize in-store clienteling with an ambitious goal: create a mobile CRM tool that empowered associates to deliver highly personalized service—and boost sales—on the retail floor.

As Lead UX/UI Designer, I was tasked with creating intuitive, touch-first experiences without established tablet UX standards to follow. I led the design of Saks CCA+, a clienteling app for iPad, and contributed to Mosaic POS/CRM, a complementary customer service solution used by other luxury retailers.

• Role: Lead UX/UI Designer (July 2012 – March 2014)
• Scope: UX & UI Design, Ideation, Design System, User Research, Content Strategy

The Challenge

Designing for touch in 2012 meant navigating a number of uncharted UX territories:

• There were no established tablet UI patterns for retail CRM or POS
• Sales associates had varying levels of digital literacy and product training
• The tool had to support client engagement, wardrobe tracking, purchase history, and sales support—all in one mobile interface
• Saks needed a sleek, branded experience that felt both luxury and functional
• Raymark’s Mosaic platform required a configurable UI for different retail clients and use cases

The Solutions

1. Saks CCA+: Clienteling App for iPad

Problem: Sales associates lacked digital tools to offer personalized service and track client behavior.

Approach:

• Led UX research through workshops with Saks teams and retail associates.
• Developed personas and usage scenarios to identify top user needs (e.g. wardrobe tracking, preferences, style suggestions).
• Designed low-fidelity wireframes to validate the flow, then evolved into high-fidelity mockups.
• Designed for intuitive touch navigation, large tap targets, and minimal typing
• Conceived “The Closet” — a visual wardrobe interface where associates could manage client purchases, preferences, and wishlists.

Impact:

• Enabled deeper personalization and better customer memory.
• Became a signature feature that boosted client engagement and associate productivity.
• Saks associates reported higher confidence and effectiveness in client interactions.
• Positive internal feedback on usability and flexibility

2. Mosaic POS/CRM Interface Redesign

Problem: The Mosaic platform needed to adapt across retail clients while remaining user-friendly and brand-appropriate.

Approach:

• Designed a modular interface system with configurable panels, layouts, and theming.
• Allowed clients to customize backgrounds, UI panels, and interaction flows.
• Collaborated closely with sales and implementation teams to support onboarding across multiple retailers.
• Developed personas, usage scenarios, wireframe and hi-fidelity designs.
• Created a custom component library (Design System) for iPad UI.
• Designed a mobile version of "Mosaic" called "Urban Walk".

Impact:

• Delivered a flexible CRM experience that met unique retail needs.
• Created a unified design system that scaled across clients.
• Helped Mosaic become a flagship solution for Raymark in retail CRM.

Overall Impact

• Pioneered tablet-based CRM UX in luxury retail before industry standards existed.
• Improved client personalization, sales enablement, and associate confidence.
• Helped Raymark and Saks set a new digital standard for in-store clienteling.
• Enabled Mosaic to scale to more retailers via a modular, flexible interface approach.

Key Takeaways

• Designing for emerging platforms (like iPad in 2012) requires intuition, flexibility, and rapid testing.
• Visual metaphors (like "The Closet") enhance engagement in unfamiliar digital contexts.
• A successful UX strategy balances product flexibility with simplicity—especially in tools used by non-technical users.
• Leading a UX initiative in an evolving space means aligning stakeholders, prototyping constantly, and guiding the team through uncharted design challenges.