FOOD DISTRIBUTION
PRICE MANAGEMENT
REINVENTED
PRODUCT STRATEGY
USER RESEARCH
EXPERIENCE DESIGN

FOOD DISTRIBUTION
PRICE MANAGEMENT
REINVENTED
PRODUCT STRATEGY
USER RESEARCH
EXPERIENCE DESIGN

FOOD DISTRIBUTION
PRICE MANAGEMENT
REINVENTED
PRODUCT STRATEGY
USER RESEARCH
EXPERIENCE DESIGN

DURATION
3 MONTHS
MY ROLE
LEAD PRODUCT DESIGNER
DELIVERABLES
USER PERSONAS
JOURNEY MAPS
HIGH-FIDELITY MOCKUPS
DURATION
3 MONTHS
MY ROLE
LEAD PRODUCT DESIGNER
DELIVERABLES
USER PERSONAS
JOURNEY MAPS
HIGH-FIDELITY MOCKUPS
DURATION
3 MONTHS
MY ROLE
LEAD PRODUCT DESIGNER
DELIVERABLES
USER PERSONAS
JOURNEY MAPS
HIGH-FIDELITY MOCKUPS
Project Overview
As part of a larger digital transformation effort, a wholesale foods distributor set out to modernize its supplier management systems. The work focused on reducing costly pricing errors, automating routine administrative tasks, and making product information easier for vendor partners to manage. My role included both shaping the product experience and helping build an internal design team that could support agile delivery.
Project Overview
As part of a larger digital transformation effort, a wholesale foods distributor set out to modernize its supplier management systems. The work focused on reducing costly pricing errors, automating routine administrative tasks, and making product information easier for vendor partners to manage. My role included both shaping the product experience and helping build an internal design team that could support agile delivery.
Project Overview
As part of a larger digital transformation effort, a wholesale foods distributor set out to modernize its supplier management systems. The work focused on reducing costly pricing errors, automating routine administrative tasks, and making product information easier for vendor partners to manage. My role included both shaping the product experience and helping build an internal design team that could support agile delivery.
KEY CONSTRAINTS
Skepticism Toward UX Value
Previous experiences with designers had left the client doubtful that UX would deliver on its promises.
Skepticism Toward UX Value
Previous experiences with designers had left the client doubtful that UX would deliver on its promises.
Inexperience with Agile
The design team had to adapt quickly to a biweekly release cadence so development could stay on schedule.
Inexperience with Agile
The design team had to adapt quickly to a biweekly release cadence so development could stay on schedule.
Building While Sailing
There was strong pressure to begin development immediately and resolve design issues as the product moved forward.
Building While Sailing
Past experiences with designers left my client concerned that I might not deliver as promised
Building While Sailing
There was strong pressure to begin development immediately and resolve design issues as the product moved forward.
My Approach
I used this project as a proving ground for methods that could integrate research and design into a biweekly agile cadence. The challenge was not only breaking complex design work into manageable sprint-sized increments, but also creating enough space for discovery and validation along the way. Just as important, the work helped build a shared understanding across the product team of what we were creating and what mattered most to end users.
My Approach
I used this project as a proving ground for methods that could integrate research and design into a biweekly agile cadence. The challenge was not only breaking complex design work into manageable sprint-sized increments, but also creating enough space for discovery and validation along the way. Just as important, the work helped build a shared understanding across the product team of what we were creating and what mattered most to end users.
My Approach
I used this project as a proving ground for methods that could integrate research and design into a biweekly agile cadence. The challenge was not only breaking complex design work into manageable sprint-sized increments, but also creating enough space for discovery and validation along the way. Just as important, the work helped build a shared understanding across the product team of what we were creating and what mattered most to end users.
MY ROLE
Managed the design team, led product strategy, and oversaw design execution across the project.
Managed the design team, led product strategy, and oversaw design execution across the project.
ACTIVITY BREAKDOWN
PRODUCT STRATEGY
60%
DESIGN OVERSIGHT
30%
PROJECT MANAGEMENT
PROJECT MANAGEMENT
10%

PROJECT MANAGEMENT
Agile Sprint Planning and Estimation
I implemented sprint planning rituals and an effort estimation framework to clarify scope before committing to work, aligning design and development on what would be delivered and ensuring a steady pipeline for upcoming sprints.
OUTCOME
A clear understanding of scope that informed what we committed to in each sprint

DESIGN OVERSIGHT
Design Quality Reviews
I implemented recurring design reviews each sprint to create a structured space for designers and developers to discuss early concepts, surface technical constraints, and align on feasibility before work was committed.
OUTCOME
Timely feedback to inform future versions of the design and functional requirements

USER RESEARCH
End User Cohort
I established a cohort of local end users and conducted recurring field visits each sprint, observing their workflows in context and gathering feedback on early concepts to keep design grounded in real-world use.
OUTCOME
A continuous stream of user feedback that informed iterative design decisions

PROJECT MANAGEMENT
Agile Sprint Planning and Estimation
I implemented sprint planning rituals and an effort estimation framework to clarify scope before committing to work, aligning design and development on what would be delivered and ensuring a steady pipeline for upcoming sprints.
OUTCOME
A clear understanding of scope that informed what we committed to in each sprint

DESIGN OVERSIGHT
Design Quality Reviews
I implemented recurring design reviews each sprint to create a structured space for designers and developers to discuss early concepts, surface technical constraints, and align on feasibility before work was committed.
OUTCOME
Timely feedback to inform future versions of the design and functional requirements

USER RESEARCH
End User Cohort
I established a cohort of local end users and conducted recurring field visits each sprint, observing their workflows in context and gathering feedback on early concepts to keep design grounded in real-world use.
OUTCOME
A continuous stream of user feedback that informed iterative design decisions

PROJECT MANAGEMENT
Agile Sprint Planning and Estimation
I implemented sprint planning rituals and an effort estimation framework to clarify scope before committing to work, aligning design and development on what would be delivered and ensuring a steady pipeline for upcoming sprints.
OUTCOME
A clear understanding of scope that informed what we committed to in each sprint

DESIGN OVERSIGHT
Design Quality Reviews
I implemented recurring design reviews each sprint to create a structured space for designers and developers to discuss early concepts, surface technical constraints, and align on feasibility before work was committed.
OUTCOME
Timely feedback to inform future versions of the design and functional requirements

USER RESEARCH
End User Cohort
I established a cohort of local end users and conducted recurring field visits each sprint, observing their workflows in context and gathering feedback on early concepts to keep design grounded in real-world use.
OUTCOME
A continuous stream of user feedback that informed iterative design decisions

PROJECT MANAGEMENT
Agile Sprint Planning and Estimation
I implemented sprint planning rituals and an effort estimation framework to clarify scope before committing to work, aligning design and development on what would be delivered and ensuring a steady pipeline for upcoming sprints.
OUTCOME
A clear understanding of scope that informed what we committed to in each sprint

DESiGN OVERSIGHT
Design Quality Reviews
I implemented recurring design reviews each sprint to create a structured space for designers and developers to discuss early concepts, surface technical constraints, and align on feasibility before work was committed.
OUTCOME
Timely feedback to inform future versions of the design and functional requirements

USER RESEARCH
End User Cohort
I established a cohort of local end users and conducted recurring field visits each sprint, observing their workflows in context and gathering feedback on early concepts to keep design grounded in real-world use.
OUTCOME
A continuous stream of user feedback that informed iterative design decisions
Design Solution
I translated the research into a practical design solution built around the realities of supplier operations. A core persona, a journey map, and a set of conceptual wireframes helped redefine the problem around bulk pricing workflows, preserve the spreadsheet behaviors users already trusted, and introduce smarter checks to catch costly errors earlier. Together, these artifacts created a clearer, more scalable foundation for the future product.
Design Solution
I translated the research into a practical design solution built around the realities of supplier operations. A core persona, a journey map, and a set of conceptual wireframes helped redefine the problem around bulk pricing workflows, preserve the spreadsheet behaviors users already trusted, and introduce smarter checks to catch costly errors earlier. Together, these artifacts created a clearer, more scalable foundation for the future product.
Design Solution
I translated the research into a practical design solution built around the realities of supplier operations. A core persona, a journey map, and a set of conceptual wireframes helped redefine the problem around bulk pricing workflows, preserve the spreadsheet behaviors users already trusted, and introduce smarter checks to catch costly errors earlier. Together, these artifacts created a clearer, more scalable foundation for the future product.
KEY DELIVERABLES
USER PERSONAS
JOURNEY MAPS
HIGH-FIDELITY MOCKUPS
KEY DELIVERABLES
USER PERSONAS
JOURNEY MAPS
HIGH-FIDELITY MOCKUPS
Designing for Her Reality
Designing for Her Reality
Our primary user was a Business Support Specialist at a food brokerage, responsible for managing price, pack, and freight changes, onboarding new items, and supporting promotions. It was a high-stress role where success depended on speed, accuracy, and preventing costly pricing errors.
Her biggest frustration was a “vendor support black hole”: once changes were submitted, there was little visibility into what happened next. Inefficient batch workflows and unreliable system feedback made it difficult to trust that updates had actually gone through, creating delays and unnecessary risk.

Making Bulk Changes
Making Bulk Changes
What initially appeared to be a simple SKU pricing workflow quickly expanded into a complex, multi-step process involving vendor coordination, internal review, and approval across multiple teams.
To better understand the operational complexity, we mapped the end-to-end journey across key tasks, dependencies, and friction points. This helped surface bottlenecks, process inefficiencies, and areas where manual coordination was slowing pricing updates.
THE PRICE MANAGEMENT PROCESS
THE PRICE MANAGEMENT PROCESS
PREPARING THE PRICE CHANGE
STEP 01
Get required price change documentation from the vendor
USER SENTIMENT
Data Format Issues
Pricing data is embedded in explanation letters
Process Inefficiency
Price list is missing
Process Inefficiency
Explanation letter is missing
STEP 02
Prioritize and sequence the changes
USER SENTIMENT
Process Inefficiency
Change sequencing is unclear
Process Inefficiency
Batching the work around internal deadlines
SUBMITTING THE PRICE CHANGE REQUEST
STEP 03
Validate that product information is correct
USER SENTIMENT
Data Format Issues
Pricing bracket is unclear
Data Format Issues
UPC searches fail due to formatting differences
Data Quality Errors
Distributor source data is inaccurate
Process Inefficiency
Freight method is missing from the location report
Process Inefficiency
Pickup location is missing from the location report
STEP 04
Fill out the price change form
USER SENTIMENT
Data Format Issues
The form only accepts 12-digit UPC codes
Data Format Issues
Pack pricing has to be converted into unit pricing
STEP 05
Send all materials to the distributor
USER SENTIMENT
Process Inefficiency
Email submissions do not allow attachments
Vendor-Supplier Disconnect
Suppliers cannot reach a human for support
ENSURE THE PRICE CHANGE HAPPENED
STEP 06
Confirm submission was received
USER SENTIMENT
STEP 07
Monitor progress and key dates
USER SENTIMENT
Vendor-Supplier Disconnect
No point of contact is assigned to the request
Vendor-Supplier Disconnect
Response times are inconsistent and hard to predict
Status Visibilty Gaps
Suppliers do not receive interim progress updates
Status Visibilty Gaps
Estimated completion dates are not provided
STEP 08
Identify and resolve issues
USER SENTIMENT
Process Inefficiency
Pricing errors take 90 days to fix
Process Inefficiency
Confirmations exclude updated pricing data
Vendor-Supplier Disconnect
Communication with distributor is poor
Data Quality Errors
Distribution centers are incorrectly updated
Data Quality Errors
Family pricing is based on incorrect assumptions
Data Format Issues
Family pricing logic is unclear
STEP 09
Verify changes were implemented
USER SENTIMENT
Data Quality Errors
Confirmations exclude updated pricing data
TASKS
PAIN
POINTS
PREPARING THE PRICE CHANGE
STEP 01
Get required price change documentation from the vendor
USER SENTIMENT
Data Format Issues
Pricing data is embedded in explanation letters
Process Inefficiency
Price list is missing
Process Inefficiency
Explanation letter is missing
STEP 02
Prioritize and sequence the changes
USER SENTIMENT
Process Inefficiency
Change sequencing is unclear
Process Inefficiency
Batching the work around internal deadlines
SUBMITTING THE PRICE CHANGE REQUEST
STEP 03
Validate that product information is correct
USER SENTIMENT
Data Format Issues
Pricing bracket is unclear
Data Format Issues
UPC searches fail due to formatting differences
Data Quality Errors
Distributor source data is inaccurate
Process Inefficiency
Freight method is missing from the location report
Process Inefficiency
Pickup location is missing from the location report
STEP 04
Fill out the price change form
USER SENTIMENT
Data Format Issues
The form only accepts 12-digit UPC codes
Data Format Issues
Pack pricing has to be converted into unit pricing
STEP 05
Send all materials to the distributor
USER SENTIMENT
Process Inefficiency
Email submissions do not allow attachments
Vendor-Supplier Disconnect
Suppliers cannot reach a human for support
ENSURE THE PRICE CHANGE HAPPENED
STEP 06
Confirm submission was received
USER SENTIMENT
STEP 07
Monitor progress and key dates
USER SENTIMENT
Vendor-Supplier Disconnect
No point of contact is assigned to the request
Vendor-Supplier Disconnect
Response times are inconsistent and hard to predict
Status Visibilty Gaps
Suppliers do not receive interim progress updates
Status Visibilty Gaps
Estimated completion dates are not provided
STEP 08
Identify and resolve issues
USER SENTIMENT
Process Inefficiency
Pricing errors take 90 days to fix
Process Inefficiency
Confirmations exclude updated pricing data
Vendor-Supplier Disconnect
Communication with distributor is poor
Data Quality Errors
Distribution centers are incorrectly updated
Data Quality Errors
Family pricing is based on incorrect assumptions
Data Format Issues
Family pricing logic is unclear
STEP 09
Verify changes were implemented
USER SENTIMENT
Data Quality Errors
Confirmations exclude updated pricing data
PREPARING THE PRICE CHANGE
STEP 01
Get required price change documentation from the vendor
USER SENTIMENT
Data Format Issues
Pricing data is embedded in explanation letters
Process Inefficiency
Price list is missing
Process Inefficiency
Explanation letter is missing
STEP 02
Prioritize and sequence the changes
USER SENTIMENT
Process Inefficiency
Change sequencing is unclear
Process Inefficiency
Batching the work around internal deadlines
SUBMITTING THE PRICE CHANGE REQUEST
STEP 03
Validate that product information is correct
USER SENTIMENT
Data Format Issues
Pricing bracket is unclear
Data Format Issues
UPC searches fail due to formatting differences
Data Quality Errors
Distributor source data is inaccurate
Process Inefficiency
Freight method is missing from the location report
Process Inefficiency
Pickup location is missing from the location report
STEP 04
Fill out the price change form
USER SENTIMENT
Data Format Issues
The form only accepts 12-digit UPC codes
Data Format Issues
Pack pricing has to be converted into unit pricing
STEP 05
Send all materials to the distributor
USER SENTIMENT
Process Inefficiency
Email submissions do not allow attachments
Vendor-Supplier Disconnect
Suppliers cannot reach a human for support
ENSURE THE PRICE CHANGE HAPPENED
STEP 06
Confirm submission was received
USER SENTIMENT
STEP 07
Monitor progress and key dates
USER SENTIMENT
Vendor-Supplier Disconnect
No point of contact is assigned to the request
Vendor-Supplier Disconnect
Response times are inconsistent and hard to predict
Status Visibilty Gaps
Suppliers do not receive interim progress updates
Status Visibilty Gaps
Estimated completion dates are not provided
STEP 08
Identify and resolve issues
USER SENTIMENT
Process Inefficiency
Pricing errors take 90 days to fix
Process Inefficiency
Confirmations exclude updated pricing data
Vendor-Supplier Disconnect
Communication with distributor is poor
Data Quality Errors
Distribution centers are incorrectly updated
Data Quality Errors
Family pricing is based on incorrect assumptions
Data Format Issues
Family pricing logic is unclear
STEP 09
Verify changes were implemented
USER SENTIMENT
Data Quality Errors
Confirmations exclude updated pricing data
TASKS
PAIN
POINTS
Honor Thy Spreadsheet
Honor Thy Spreadsheet
Excel had a bad reputation, and the initial request was to eliminate CSV uploads in favor of a cleaner web form. But research showed that re-entering spreadsheet data created more opportunities for error, not fewer. We instead designed a workflow that let suppliers upload existing spreadsheets, clean the data when needed, and move on quickly. While some stakeholders saw Excel as the problem, our user research showed it actually supported greater accuracy.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.

Intelligent Error Detection
Intelligent Error Detection
Pricing errors were expensive, especially when they were discovered weeks after submission. Direct CSV uploads reduced some manual entry mistakes, but they could not catch bad source data like a misplaced decimal point. We introduced a review screen that flagged unusual changes—such as a price increase over 50%—and let users correct errors before submitting new pricing. This shifted error detection earlier in the process, reducing delays for both suppliers and internal teams.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.
Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.

Lessons Learned
This work reinforced that successful digital transformation depends as much on organizational trust and operating rhythm as it does on interface design. The client initially approached UX with skepticism and a desire to move quickly, but by embedding design into the biweekly agile cadence, we created a more reliable way to make progress without skipping discovery. Sprint planning, effort estimation, recurring design reviews, and field visits helped the team break complex supplier workflows into manageable increments while still grounding decisions in real operational needs. The biggest lesson was that modernization does not always mean replacing the tools users rely on. While the initial instinct was to eliminate spreadsheets, research showed that Excel was not the problem—it was one of the ways users protected accuracy in a high-stakes pricing environment. By preserving trusted spreadsheet behaviors, adding clearer workflow visibility, and introducing smarter error checks before submission, the solution reduced risk while respecting how suppliers actually worked. Just as importantly, the project helped the client see UX as a practical delivery partner: one that could clarify complexity, reduce rework, and help an emerging design team contribute confidently within agile delivery.

Lessons Learned
This work reinforced that successful digital transformation depends as much on organizational trust and operating rhythm as it does on interface design. The client initially approached UX with skepticism and a desire to move quickly, but by embedding design into the biweekly agile cadence, we created a more reliable way to make progress without skipping discovery. Sprint planning, effort estimation, recurring design reviews, and field visits helped the team break complex supplier workflows into manageable increments while still grounding decisions in real operational needs. The biggest lesson was that modernization does not always mean replacing the tools users rely on. While the initial instinct was to eliminate spreadsheets, research showed that Excel was not the problem—it was one of the ways users protected accuracy in a high-stakes pricing environment. By preserving trusted spreadsheet behaviors, adding clearer workflow visibility, and introducing smarter error checks before submission, the solution reduced risk while respecting how suppliers actually worked. Just as importantly, the project helped the client see UX as a practical delivery partner: one that could clarify complexity, reduce rework, and help an emerging design team contribute confidently within agile delivery.

Lessons Learned
This work reinforced that successful digital transformation depends as much on organizational trust and operating rhythm as it does on interface design. The client initially approached UX with skepticism and a desire to move quickly, but by embedding design into the biweekly agile cadence, we created a more reliable way to make progress without skipping discovery. Sprint planning, effort estimation, recurring design reviews, and field visits helped the team break complex supplier workflows into manageable increments while still grounding decisions in real operational needs. The biggest lesson was that modernization does not always mean replacing the tools users rely on. While the initial instinct was to eliminate spreadsheets, research showed that Excel was not the problem—it was one of the ways users protected accuracy in a high-stakes pricing environment. By preserving trusted spreadsheet behaviors, adding clearer workflow visibility, and introducing smarter error checks before submission, the solution reduced risk while respecting how suppliers actually worked. Just as importantly, the project helped the client see UX as a practical delivery partner: one that could clarify complexity, reduce rework, and help an emerging design team contribute confidently within agile delivery.
