PROJECT: US. FOODS

COMPANY
US Foods

TECHNOLOGY
Desktop,

mobile web

ROLE
UX Design Lead, 
Research Lead

TASKS
Workshop facilitation, UX design oversight

Client engagement

PROJECT TYPE
Digital transformation; evolve current digital footprint into an experiential platform to drive trust and conversion.

DESCRIPTION
US Foods® is a leading foodservice distributor. They provide customers with innovative strategies and a comprehensive suite of
e-commerce, technology and business solutions.

THE PROBLEM 
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.

THE APPROACH

Leveraging a cross-discipline, collaborative approach to solving this problem, I facilitated internal working sessions with data specialists, creative and UX in order to begin formulating low fidelity prototype that would begin highlighting a conversational experience between US Foods and the end user.

IMG_0960

IMG_0951

SOLUTION

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.

 

THE IMPACT

Testing the prototype on-site provided valuable feedback and insight into the environment around where food service professionals would be utilizing the new site as well as feedback on how a lengthy sign-up experience would cause drop-off and a lack of trust.

 

The feedback led the team to refocus their efforts on streamlining the sign-up experience and get food service professionals to the area they needed the most which was ordering product.

© 2020 DALE MCRAE. ALL RIGHTS RESERVED.