FOOD DISTRIBUTION

PRICE MANAGEMENT

REINVENTED

PRODUCT STRATEGY

USER RESEARCH

EXPERIENCE DESIGN

Pricing Upload Wizard dashboard showing upload totals, modified prices, high-variance changes, data errors, smart filters, and a table for reviewing and approving vendor pricing updates

FOOD DISTRIBUTION

PRICE MANAGEMENT

REINVENTED

PRODUCT STRATEGY

USER RESEARCH

EXPERIENCE DESIGN

Pricing Upload Wizard dashboard showing upload totals, modified prices, high-variance changes, data errors, smart filters, and a table for reviewing and approving vendor pricing updates

FOOD DISTRIBUTION

PRICE MANAGEMENT

REINVENTED

PRODUCT STRATEGY

USER RESEARCH

EXPERIENCE DESIGN

Pricing Upload Wizard dashboard showing upload totals, modified prices, high-variance changes, data errors, smart filters, and a table for reviewing and approving vendor pricing updates

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

USER PERSONA

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.

User persona profile for Vanessa VanDuer, a vendor support specialist, showing her goals, responsibilities, pain points, key challenges, and preferred technology for managing product information.
JOURNEY MAP

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
HIGH-FIDELITY MOCKUPS

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.

CONCEPTUAL DESIGNS

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.