Food distributor E-commerce optimzation

UX direction for strategy and optimization of a leading distributor's B2B website.

Rightpoint

Rightpoint was asked to consult on UX and design strategy for optimizing the E-commerce experience for Dot Foods. This was part of their initial planning and assessment as they were looking at options for improving the overall buyer experience via their website. Rightpoint brought our core team together to assess, analyze, model, and recommend updates and enhancements to the commerce flow as well as a refreshed design aesthetic and design guidelines.

• As a phase 0 engagement, we needed to demonstrate extreme value beyond a proposal. Also, timing was fast requiring quick insights and recommendations for moving to the next phase.
• B2B E-commerce in the food distribution space had complexity beyond a typical B2C E-commerce workflow. 

As a UX Director on the team, my primary responsibility was for modeling a revised workflow in the ordering cycle. This included an initial heuristic evaluation of the current site, extensive catalog and checkout wireframes, and collaboration with our design director on final recommendations for the overall visual design adn design system guidelines.

As part of the phase 0 approach, we focused on the ordering cycle for businesses. Our guidance looked at the current workflows and identified areas for optimization and modernization. To demostrate this, we built out wireframes and initial design assets to show how a new system would work. In addition to the updated process flow, we created a comprehensive design system and guidelines to use in building out a new experience.

While the initial assessment and design presentations were met with excitement from the client, they ultimately pivoted to another technology implementer to build out their new site. To date, many of the recommendations are still in place in their current site.