PROJECT: PROJECT #2
Lead UX Design +
Digital transformation; evolve current digital footprint into an experiential platform to drive trust and conversion.
US Foods® is a leading foodservice distributor. They provide customers with innovative strategies and a comprehensive suite of
e-commerce, technology and business solutions.
US Foods partners with over 300,000 restaurants and foodservice operators across the U.S. With such a large customer base, they were finding it increasingly difficult to connect with current customers and build initial trust with prospective clients.
Leveraging a cross-discipline, collaborative approach to solving this problem, I facilitated internal working sessions with content strategists, art directors, and UX in order to begin formulating a low fidelity prototype that would begin highlighting a conversational experience between US Foods and their end-users which are foodservice professionals.
Through multiple iterations with the team at US Foods and our internal team, we arrived at look and feel that elevated the brand experience and translated into a medium fidelity prototype that was ready for evaluative research to be conducted on-site in multiple restaurants throughout Chicago.
/ Research Objective: Understand how food service professionals might respond to the new look and feel and learn how the new site might act as a tool for ordering products from US Foods.
/ Research method: Usability study, conducted on-site in order to gain environmental context
Participant criteria: 6-8 chefs or food service professionals representing current customers of US Foods.
Testing the prototype on-site provided valuable feedback and insight into the environment around where foodservice professionals would be utilizing the new site as well as feedback on how a lengthy onboarding experience may cause drop-off and burn trust between foodservice professionals and a provider like US Foods.
The feedback led the team to refocus their efforts on streamlining the sign-up experience and get foodservice professionals to the area they needed the most which were ordering a product.