TL;DR
Overview - Designed a global clienteling app for Pernod Ricard prestige business
Worked as the sole product designer on a clienteling app for the Private Client Managers (PCMs) of a global prestige-spirits business — the relationship managers for high-net-worth clients.
PCMs were losing an hour a day to client data management, and the business had no CRM strategy holding it together. The real risk wasn't feature count — it was whether a PCM, under no obligation to switch, would ever abandon their spreadsheet. So I made client data decision-ready, structured around the three questions a PCM asks daily: who to act on, what they know about a client, and what to pitch next.
The bet paid off: 66% of ~50 PCMs use the app monthly, and they also enriched the data. Eventually it rolled out to 12 markets.
ROLE
Product Designer
TIMELINE
Jan 2025 - Sep 2026
PERNOD RICARD'S STAKEHOLDERS
Context
Client knowledge is the raw material of a PCM's job — every clienteling action depends on it.
Client knowledge is the foundation of a PCM's sales process. It's what lets them act on the moments that matter — recruiting prospects, converting clients, and upselling — with the right context.
Problem
PCMs were losing an hour a day to scattered client data, and the business had no CRM strategy holding it together.
7 user interviews were conducted with champion PCMs. We found that 5 of them were dissatisfied about the existing tools due to difficulty entering and extracting data. They spent around one hour every day finding and documenting client information.
Root causes being:
User side: Data wasn't accessible in the field, so PCMs front-loaded heavy prep before every meeting — and client info stayed scattered across WhatsApp, Excel, and memory.
Business side: No overall CRM strategy, and client knowledge went missing whenever a PCM left the company.
Throughout the interviews, key user pain points were identified:
Difficult to extract scattered client data
Time-consuming to associate order data and client data to observe purchase behavior
PCMs interact with clients based on their own memory and instinct
Risk
The real risk was whether a PCM would ever abandon Excel
My hypothesis: If the app makes client data decision-ready along with order data, PCMs will not only adopt it over Excel but keep enriching it.
Product Objective
Put decision-ready data in one place, structured around the three questions a PCM actually asks every day.
Because a PCM abandons Excel only when the app beats it across their whole day — not one task — I structured the design theme around the three questions a PCM asks daily:
To prioritize the right clients/prospects
To walk in prepared
To make informed clienteling actions
Through several brainstorming workshops with PCMs, we mapped what actions PCMs need to take with what information required. Client background data (e.g., profession, hobbies, etc.) and interaction history to be the most important. That helped us define the feature scope which can address three key questions above.
Solutions
Three use cases, each answering one question in the PCM's day.
Use case 1: To help PCMs prioritise the right clients/prospects
Answering "Who should I act on today?"
Homepage
Homepage: surface who to follow up with, every day
Order list
Order detail
Order list & detail: monitor the sales funnel and help push orders to completion
Client & Prospect list
Client & prospect list: monitor status and keep top clients warm
Use case 2: To help PCMs walk in prepared
Answering "What do I know about this client?"
Profile detail
Purchase history
Profile detail & purchase history: all client knowledge in one place, ordered by what PCMs reach for most
Interaction log
Interaction log: the historical context behind every relationship
Use case 3: To help PCMs make informed clienteling actions
Answering "What should I pitch this client next?"
Sales summary
Sales details
Product sales summary & detail: start from a product to find the clients for it — a ready list when a new release lands
Prompts
Prompts: track the important actions worth returning to
Along the way of developmenting, there were few things product manager and I decided not to build.
An outreach-material library and reporting analytics. We found neither was ready to scope. I also deprioritised a prospect form feature I explored after validating the needs with PCMs. They told us they focus heavily on nurturing existing clients, so prospect capture channel wasn't really the priority in most of the markets.
Complexity at scale
Rolled out in three waves — and the final wave was blocked until the role-based access was designed.
One structural problem stood in the third wave of roll-out. The last three markets ran an outsourced sales structure — resellers, senior PCMs, sub-PCMs. Without role-based access, a junior assistant or external reseller would see every client, which concerned business and data-privacy parties.
So I had to explore and design the role-based access UI to unlock those markets. Eventually, the solution was adapted from option 1 by moving the PCM list dropdown into hamburger menu.
IMPACT
Not just rolled out to 12 markets — actually being used. The data enrichment bet paid off.
Between Jul 2025 to Jun 2026, 894 prompts and 625 interaction logs were created. 31% of clients have had prompts created for them, which is around the average portion that a PCM can manage closely.
66%
of ~50 PCMs active monthly
12
markets rolled out