A live shelf data tool that saved sales teams 600+ hours a year.
Two-week-old data. No way to act in time.
Retail teams at Kraft Heinz were relying on post-point-of-sale analytics that lagged by up to two weeks, making it nearly impossible to take timely action on shelf conditions, pricing, or promotions. There was no real-time visibility tool, just spreadsheets and delayed reports.
I led Virtual Store Walk from proof of concept to a scaled, React-based web application, owning all design strategy, UX, and visual design across multiple MVP iterations. To make sure each iteration was solving the right problems, I introduced a new approach to product reviews, running quarterly workshops with 15 key users in Miro to pressure-test assumptions, surface real needs, and shape roadmap priorities.
From proof of concept to scaled product
Proof of concept
Early research defined the core problem. Initial POC validated that real-time shelf visibility was worth building.
MVP iterations
Quarterly Miro workshops with 15 key users shaped each iteration. Continuous discovery replaced assumption-driven design.
Scaled product
Multiple MVP cycles led to a polished, React-based tool adopted by global sales teams across the organization.
Early MVP (left) vs. final product (right) — filtered views, streamlined interface, and new components added over multiple iterations.
Early MVP filtering (left) vs. current state (right) — showing the evolution of the filtering experience across iterations.
"The tool is very useful for teams with retailers across a wide geography. Being able to virtually visit a representative sample of stores and compare their competitors in retail is invaluable."— Sales Leader, Kraft Heinz
Measurable outcomes across adoption, efficiency, and revenue
Redefining the future of moving for a Fortune 500 company.
Financially strong, held back by analog systems.
This Fortune 500 moving and storage company was at a pivotal moment, growing revenue, but constrained by outdated systems and a customer experience that felt stressful and fragmented. The opportunity extended beyond improving the core moving experience to exploring new revenue streams, strategic partnerships, and a vision for becoming a trusted partner for life's transitions.
Over 8 weeks, I led design strategy and visual design across both B2C and B2B experiences, contributed to research alongside the research team, and collaborated with solution engineering on the B2B side. The output was a suite of proof-of-concept screens and a strategic narrative — designed to earn executive buy-in and serve as the blueprint that would directly inform the final product build if the client moved forward with Salesforce.
Research, workshops, ideation, then a vision that earned the room
Research & discovery
Contributed to user research across B2C and B2B experiences to understand pain points and organizational dynamics.
Ideation workshops
Led ideation sessions bringing together cross-functional stakeholders to explore new revenue models and partnership concepts.
Concept design & executive pitch
Designed a suite of proof-of-concept screens built to earn executive buy-in — and to serve as the product blueprint if the client moved forward with Salesforce. Presented directly to the CEO, CMO, and Chief Digital Officer.
Research workshop output (left) and early concept exploration (right).
Final concept screens — customers can engage on any channel of choice, including chat, to ask follow up questions and surface other needs (left); customers can track their PODS container and all major milestones of their move through the platform and omnichannel updates (right).
"This solution aligns perfectly with our brand. I can easily see it integrating seamlessly into what we've already built!"— Chief Marketing Officer
Executive alignment, organizational change, and a real partnership
A Las Vegas card game that became a reusable sales asset.
The bigger vision behind the prototype: a unified experience platform connecting guest personalization with team member tools.
One week to win a meeting, and build something that scales.
A meeting with a top resort casino executive was already on the calendar, and the sales team needed something that would stand out. But the goal wasn't just to win one meeting, it was to build something reusable that could flex across the entire travel and hospitality vertical, without being locked to any one brand.
I partnered with the travel and hospitality sales team to design a Las Vegas-style card game prototype in Figma, a tool I was using for the first time. To create the card-flip interaction, I adapted techniques from a mobile payment tutorial, learning enough Figma in days to ship something polished under a hard deadline.
"Love the mobility and white-label readiness of this POV for any customer!"— RVP of Sales, Salesforce
Card flip animation revealing the HMW question (left), and the HMW detail once flipped (right).
Five days. One deadline that didn't move.
Concept & approach
Decided early to build white-label first.
Learn Figma
First time in the tool, fast.
Build & prototype
Card-flip interaction adapted from a payment app tutorial.
Handoff & training
Walked the account team through it for the call.
Click through the live prototype above, just as the account team did on the call.
A one-week prototype that outlived its first meeting
"The reactions to this were super positive, this should be our new way of storytelling!"— Senior Director of Strategy, Salesforce