Majid Al Futtaim / MENA
Carrefour
Picker App
Reimagining store operations - designing Carrefour's next-generation in-house fulfilment platform to replace a legacy third-party system across 17 countries.
cover-placeholder.jpgReimagining store operations - designing Carrefour's next-generation in-house fulfilment platform to replace a legacy third-party system across 17 countries.
cover-placeholder.jpgI led the experience design of Carrefour's new in-house fulfilment platform, partnering with Product, Engineering & Fulfilment Operations to redesign the entire picker experience - from receiving pick trips through to order handover.
Rather than recreating the existing system, we reimagined the workflow around the people using it every day.
For years, Carrefour's fulfilment teams relied on a third-party pick-trip application - operationally stable, but limiting innovation & creating ongoing vendor dependency.
For years, Carrefour's fulfilment teams relied on a third-party pick-trip management application to coordinate customer orders across stores. While operationally stable, the platform limited innovation, slowed operational improvements & created ongoing dependency on an external vendor.
I led the experience design of Carrefour's new in-house fulfilment platform, partnering with Product, Engineering & Fulfilment Operations to redesign the entire picker experience - from receiving pick trips through to order handover.
Rather than recreating the existing system, we reimagined the workflow around the people using it every day. The result was a faster, more intuitive operational platform that increased picker efficiency by 40%, supported 20K users, and now operates across 17 countries & 200+ stores.
Store fulfilment is one of the most operationally demanding parts of grocery eCommerce. Every additional tap, unnecessary scan or moment spent searching for information impacts picking speed, delivery performance & customer satisfaction.
Carrefour's existing fulfilment platform had become deeply embedded within daily operations. Thousands of experienced pickers relied on it every day, making replacement a significant organisational challenge. The business also wanted greater ownership of its fulfilment technology - enabling faster innovation, improved integrations & the flexibility to continuously evolve operational workflows.
The challenge wasn't simply designing a better application. It was delivering a platform that users would immediately trust while maintaining uninterrupted operations across hundreds of stores.
Replacing the legacy platform presented an opportunity to rethink fulfilment from first principles rather than replicate existing workflows.
Working closely with Fulfilment Operations, Product & Engineering, we identified opportunities to simplify high-frequency tasks, reduce cognitive load, minimise operational errors & improve overall picking efficiency. At the same time, the new platform would give Carrefour complete ownership of its fulfilment ecosystem - removing dependency on third-party software & enabling future innovation at scale.
Before designing a single screen, we spent time inside Carrefour stores shadowing pickers throughout their daily routines. Understanding how fulfilment really happened - not how it was documented - allowed us to identify operational bottlenecks, behavioural patterns & environmental constraints that traditional requirements gathering would have missed.
Research insights were translated into personas, journey maps, task flows & service blueprints that aligned Design, Product, Engineering & Operations around a shared understanding of both the current (as-is) & future (to-be) experience.
Low-fidelity wireframes were tested directly with fulfilment teams throughout the project, ensuring every workflow felt familiar, efficient & operationally viable before development.
Following a successful pilot across UAE stores, the platform was refined & progressively deployed across Carrefour's international network.
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field-shadowing.jpgThe result was ALECTO - Carrefour's in-house fulfilment platform. A picker logs in, works through prioritised pick trips, scans & validates each product with clear location & substitution guidance, and closes out with a clean pick-trip summary.
solution-alecto-screens.jpgRedesigned trip allocation, prioritisation & progress tracking to simplify high-volume operational workflows.
Reduced navigation, simplified interactions & improved information hierarchy so pickers could focus on fulfilment instead of the interface.
Improved product visibility, substitutions & exception handling to support faster decision-making during picking.
Introduced contextual validation, confirmation states & clearer feedback to reduce picking mistakes & downstream customer complaints.
Designed a modular platform capable of supporting future fulfilment capabilities without the limitations of the previous third-party solution.
Replacing the legacy platform transformed more than the picker experience - it established Carrefour's own fulfilment ecosystem & created a scalable foundation for future operational innovation.
By simplifying high-frequency workflows & designing around real operational behaviours, the platform improved efficiency while supporting regional deployment at scale.
The redesigned experience reduced operational friction throughout the fulfilment journey, increased picking efficiency, improved on-time order handover & established a platform Carrefour could continuously evolve without third-party dependency.
Enterprise transformation is ultimately about people, not technology.
Replacing a tool that thousands of experienced pickers relied upon every day required far more than a successful interface redesign. It demanded empathy, trust & a deep understanding of operational realities.
By involving fulfilment teams throughout the design process - from field research to usability testing - we created an experience that felt familiar enough to encourage adoption while delivering measurable improvements in efficiency & performance.
The project reinforced one of my strongest beliefs as a design leader: the most successful enterprise products aren't those with the most features, but those that remove friction for the people doing the work every day.