myUNFI Redesign
I designed a new myUNFI experience for United Natural Foods, Inc. (UNFI) that provides actionable insights, critical data, and essential tools for their partnering food suppliers and brokers. I utilized interactive prototypes to conduct usability testing on the new design concepts. This, combined with in-depth interviews, helped us gain the valuable insights needed to refine the dashboard into a centralized hub for all mission-critical information.
My Role
• Led UX Strategy and Research
• Interaction and Responsive UI Design
• Prototyping
• Usability Testing and User Interviews
• Led UX Strategy and Research
• Interaction and Responsive UI Design
• Prototyping
• Usability Testing and User Interviews
Challenges
I worked closely with project stakeholders to refine requirements while simultaneously conducting user research to validate whether the new designs met actual user needs. By bridging the gap between leadership’s business objectives and the authentic perspectives of customers, I was able to pivot the strategy based on real-world pain points rather than assumptions.
Process & Methods
Step 1: UX Strategy
Collaborated with the business leadership team to align on goals and requirements for the new supplier portal. I created an interactive prototype for usability testing and documented user needs, goals, and pain points as we fine-tuned the design.
Collaborated with the business leadership team to align on goals and requirements for the new supplier portal. I created an interactive prototype for usability testing and documented user needs, goals, and pain points as we fine-tuned the design.
Methods:
• Stake holder interviews with UNFI's Supplier Portal business analysts and product manager
• Analyzed existing research conducted by an outside firm
• Created project goals and requirements with the leadership team
• Designed a research plan
• Stake holder interviews with UNFI's Supplier Portal business analysts and product manager
• Analyzed existing research conducted by an outside firm
• Created project goals and requirements with the leadership team
• Designed a research plan
Step 2: Usability Testing & Interviews
I conducted usability testing and interviews with UNFI customers to evaluate the performance of the new designs. These sessions uncovered new insights that helped transform the portal into a more powerful professional tool.
I conducted usability testing and interviews with UNFI customers to evaluate the performance of the new designs. These sessions uncovered new insights that helped transform the portal into a more powerful professional tool.
Methods:
• Customer interviews with UNFI suppliers and brokers.
• Usability testing using high-fidelity prototypes.
• Documentation of results and actionable recommendations.
• Presentation of project insights and key findings to the leadership team.
• Customer interviews with UNFI suppliers and brokers.
• Usability testing using high-fidelity prototypes.
• Documentation of results and actionable recommendations.
• Presentation of project insights and key findings to the leadership team.
Usability Testing - Interactive Prototype
Design Concepts - High Fidelity
Dashboard Concepts
Results
High User Desire for New Dashboard:
The redesigned dashboard experience was highly desirable, achieving positive reception from all users tested.
The redesigned dashboard experience was highly desirable, achieving positive reception from all users tested.
Success of the "Favorites" Section:
The new Favorites section received significant positive feedback and was cited as a major improvement to user workflow.
The new Favorites section received significant positive feedback and was cited as a major improvement to user workflow.
Enhanced Help & Support:
Users found the restructured Help & Support section significantly easier to navigate than the previous version.
Users found the restructured Help & Support section significantly easier to navigate than the previous version.
Clear Guidance for Future Work:
The insights gained provide a concrete roadmap for prioritizing and implementing future product enhancements.
The insights gained provide a concrete roadmap for prioritizing and implementing future product enhancements.
