BASTIEN MOIROUX • Freelance Product Designer

bastien.

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bastien.

About

Work

Contact

About

Work

Contact

ADEO Services

Optimize price management gesture and build a seamless user experience

UX/UI Design

Design System

Role

UX/UI Design
User Research

Delivrable

Persona
User Journey Map
Service Blueprint
Usability Testing
High Fidelity Designs
High Fidelity Prototypes

Team

Business leader
Digital leader
Product Owner
Back Devs
Front Devs (React & Vue)
QA tester
Product Designer 👋🏻

Date

2021 - 2024

Overview

The challenge

Research & Exploration

Insights & Results

Prototype & Design

My learnings

Overview

ADEO, the European leader and third largest player worldwide in the home improvement market, is organised into several platforms that meet specific commercial needs. Within the product digital platform (PDP), the objective was to replace the old systems by creating new tools that are more relevant to LeroyMerlin employees, accessible via a single entry point: the ‘collaborator portal’.

Mission

I worked within ADEO's Product Digital Platform (PDP) to optimise the tools dedicated to managing negotiations, purchase prices and profitability simulations. My main objective was to simplify complex processes for employees while reinforcing UX maturity within the teams thanks to standardised methodologies.

Objectives

Create simple and effective tools in collaboration with stakeholders, in accordance with ADEO's design system rules.

Have a complete map of the user experience as it transitions between legacy and new tools in order to respond to it as effectively as possible.

Achieve the UX bar validation criteria for each user experience

Strategic Value

Kill the legacy

Remove legacy tools entirely while improving the effectiveness of teams adopting the new solution.

Strengthening UX maturity

Increase the team’s maturity around UX by embedding users throughout the entire product lifecycle, applying the right methods at the right time.

Driving alignment across design teams

Collaborate horizontally with all company designers to share practices, co-design solutions, and raise the overall quality of interfaces through a shared vision.

Outcomes

Smooth experience

An average SUS score of 90 obtained during user testing on the three products in the price experiment.

The challenge

Getting started on the project wasn't easy at first, but that's also what allowed me to grow.

Key challenges

Joining an ongoing project as a junior designer.

Business decisions based on personal opinions.

A short design time with modifications that have significant consequences.

Current issues

Too many different tools for a single task.

A lack of traceability of the latest negotiations.

A very lengthy onboarding process for new employees who need to be operational quickly.

Research & Exploration

Various design methods have been standardized and are used by all members of the team. One of our main principles is to align the way we work so that the UX maturity of our organization grows accordingly.

I worked hand in hand with the business leader to define the scope and guide him through the creation of the persona and the user journey via interviews and a question scenario.

We scheduled calls with participants via Google meet to meet target users.

I worked hand in hand with the business leader to define the scope and guide him through the creation of the persona and the user journey via interviews and a question scenario.

We scheduled calls with participants via Google meet to meet target users.

Methodologies

User Interviews

With Product manager, pricing negotiator and department manager from Spain 🇪🇸, Portugal 🇵🇹 and France 🇫🇷.

Usability Tests

With Product agent from Spain 🇪🇸 and Control gestion y pricing from Portugal 🇵🇹.

UX Audit

Some solutions had to be outsourced, but since ADEO's UX Bar had to be respected by everyone, I conducted a UX audit of these solutions to ensure their compliance (using the heuristic method developed by Bastien and Scapin).

Data Analysis

Compiled user feedback to prioritize product improvements.

50+

User interviews with collaborators & partners from Russia, Spain, Portugal, Italy and France

Personas built with users of price experience

User journey maps shared with the PDP on google site & live presentations

20+

User tests carried out properly at the end of each sprint before hand-off

Insights & Results

Through research, several key insights emerged, guiding the recommendations and solution design.

Fragmentation and lack of clarity

Insight:

We’re juggling too many tools, and we never know which one has the right data.

Insight:

Each department has its own Excel file — there’s no single source of truth.

Low operational efficiency

Insight:

Updating one piece of information takes days, and sometimes the fix comes too late.

Insight:

Everything is manual… we spend more time re-typing than analyzing.

Unreliable pricing and conditions

Insight:

I never know if the negotiated price is actually the one applied in stores.

Limited analysis and decision-making

Insight:

It’s impossible to compare suppliers effectively when the information is scattered everywhere.

Poor communication and visibility

Insight:

Stores aren’t aware of the negotiations.

Insight:

The tariff matrix is unreadable — nobody can make sense of it.

In short

Teams were struggling with fragmented tools, manual processes, and unreliable pricing data. Analysis and decision-making were limited, while poor communication meant stores often worked with outdated or incorrect information. These inefficiencies created frustration, errors, and slowed down the entire organization.

Thanks to all of this, I was able to start prioritising and working on concrete solutions with the product teams.

Prototype & Design

From there, I focused on developing and integrating new interfaces, ensuring that I always adhered to the UX Bar defined by ADEO.

ADEO UX Bar

A label created to ensure ADEO provides user experiences that reach minimum standards of usability for 100% of our users.

6 defined criterias enable the measurement of the UX bar throughout our design cycle.

Adeo design system

Common design components must be used on all ADEO interfaces.

Portal design guidelines

Use the common elements and ergonomic principles defined for B2E & B2B interfaces.

S.U.S > 70

1-1 user testing with 5 users minimum, provide restitution & S.U.S score.

N.P.S > 30

Transversal user satisfaction measured across the collaborator and supplier portals.

Feedback collection

All products embedded in the portal must gather user feedbacks.

User satisfaction

All products embedded in the portal must measure the specific level of satisfaction > 4/5.

Target user flow

To get started quickly, we organised a week-long design sprint with all stakeholders to define the necessary flows and the first screens to be tested.

Target user flow

Together with the various stakeholders, we defined the three main experiences in our field in order to design the screens based on them.

I was unable to obtain more screens of the tools developed for confidentiality reasons.

My learnings

This project offered several valuable lessons, both methodological and human.

Communication is the key.

We do the best user interviews, produce great personas and journey maps, ux audits or user tests, but if we don't write a proper restitution and share it with your colleagues, we'll only have achieved 50% of our work.

So we make sure to publish our personas and UJMs on the google site, write up our user test feedback, present it to our product team and share the results with the organization on workplace.

Communication is the most important asset for achieving a high level of UX maturity in our organization.

Talk about experience, not tools

Our users don't care about the tools we offer them. Even if our internal teams were organised by product, our real strength lies in our ability to build relationships between these teams in order to think about the overall experience.