Digital Transformation: UX/UI for CTC Foodservice

UX/UI DESIGN

Replacing static websites with high-conversion digital sales funnels

The Goal: Bridging the Digital Gap

I led the pivot from traditional physical catalogs to a one-pager interactive hub to increase sales calls.

  • The Mission: Replace lost revenue opportunities with a digital sales catalog embedded in microsites.

  • The Problem: B2B clients were struggling with "dense" catalog data and higher costs of paper catalogs.

  • The Solution: An interactive, shoppable landing page that streamlined complex project workflows.

I designed this landing page to guide users directly into the digital catalog experience.

A Research-Led Design Process

I followed an end-to-end UX lifecycle to ensure the final product solved user problems and met client goals.

  • User Research: Conducted interviews to understand how B2B clients interact with massive product lists.

  • Information Architecture: Developed user flows and wireframes to simplify navigation.

  • Prototyping: Built high-fidelity prototypes in Figma and ran usability tests to fix friction points before launch.

  • Strategic Microcopy: UX writing and worked with proofreaders to ensure buttons and technical labels were clear and full of personality.

Measurable Business Outcomes

This data-driven approach delivered clear, professional results:

  • Print to Digital Pivot: By providing access to the client's inventory and product knowledge.

  • User Experience: Website visitors are able to shop the entire inventory and learn more about products without leaving the homepage by embedding the digital catalog.

  • B2B Leads: We saw a measurable increase in qualified leads and brand visibility at national trade shows.

UI/UX Design for multiple screens for mobile responsiveness using Fastr Frontend

The CFI Digital Hub: UX/UI Lead

I led the UX/UI redesign of the agency's primary website to shift from a "traditional print" image to a "digital-first" marketing partner.

  • Platform: Built and managed entirely on Squarespace.

  • The System: Designed a responsive site that houses digital catalogs, lead magnets, and educational content.

  • The Result: Created a centralized location for diverse foodservice clients to discover and book digital marketing services.

Streamlining B2B Operations: Buccaneer Glass Microsite

Centralizing a fragmented ordering process into a high-utility digital hub.

I designed this microsite to act as a digital concierge for restaurant and bar managers.

The Objective: Solving the Discovery Gap

Buccaneer Glass provides high-quality branding for global glassware companies, but they lacked a central "Source of Truth" for their catalog and ordering instructions.

  • The Problem: Dealers and managers had no way to view products or understand the order flow online, leading to slow turnaround times.

  • The Goal: Create a streamlined landing page that educates the user and accelerates the path to purchase.

  • The Role: I led the UX strategy and coordinated with a Graphic Designer to embed a cohesive catalog into a functional web environment.

Making the Complex Simple

I focused on Information Architecture to ensure that technical printing specifications didn't overwhelm the user.

  • User Journey: I mapped out a 3-step path: Discover (The Catalog) to Learn (The Quality Standards), to Act (The Order Button).

  • Visual Hierarchy: Used bold headings and clear call-to-actions (CTAs) to reduce the "cognitive load" for busy managers.

  • Embedded Utility: I integrated the catalog layout directly into the UX flow, allowing users to browse without ever leaving the brand experience.

The Results: Faster Orders, Clearer Brand

This microsite transformed Buccaneer from a "hidden manufacturer" into an accessible digital partner.

  • Efficiency: Reduced the time spent on manual order explanations by providing a 24/7 self-service resource.

  • Brand Trust: By showcasing "Reliable Print" and "High-Quality Services" visually, we built immediate credibility with new dealers.

  • Accessibility: Designed a clean, professional UI that looks great on both mobile (for on-the-floor managers) and desktop (for office procurement).

Certification Project: Artist Development Platform

For my Google UX Design Specialization, I designed an end-to-end platform for artists and bands to manage their brand development.

  • User Research: Conducted interviews to identify that solo artists struggle with the "business" side of music.

  • User Personas: Created detailed personas (like "Emma J.") to map out the specific pain points of independent creators.

  • The Pivot: Based on usability testing, I pivoted from a "form-heavy" discovery process to a "direct-booking" calendar system to reduce user drop-off.

    View the Case Study on Behance!

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