PROJECT OVERVIEW

PROJECT SCOPE

Owner: Coca-Cola HBC
Role: UX Lead
Project type: E-commerce Portal Revamp (B2B)
Deliverables: User research reports, wireframes, high-fidelity mockups, interaction flows, usability test reports
Tools: Miro, Figma, Zeroheight, Teams
Status: Completed (2024)

STORY

When I joined the project in January 2022, the Customer Portal was a Frankenstein product — a patchwork of features developed by multiple external vendors, with a confusing and frustrating user experience. In June 2022, I initiated a full customer research phase, including in-depth interviews, online surveys, navigation preference testing, and analysis of Google Analytics data. Based on this insight, I reimagined the user flows and redesigned the portal features from the ground up. By 2023, I successfully convinced the business of the need for a full revamp to ensure accessibility compliance and significantly improve customer satisfaction.

UX Solution

To create a seamless experience, I led a complete UX redesign rooted in user research and analytics, integrating consistent UI patterns via the new design system.

Key improvements:

User-focused navigation and ordering flows
Scalable, reusable components
Clearer pricing and promo logic
Full WCAG accessibility compliance
Iterative usability testing with real customers

The result: a faster, more intuitive, and user-aligned portal that significantly improved customer satisfaction and engagement.

“From Frankenstein to a Frictionless Experience”

The Team

OUR APPROACH

Week 1: Discovery and definition sprint. This included project plan and market analysis. Also user interviews, affinity diagram, personas definition.
Week 2: Development sprint. This included paper prototypes, screen flow architecture, mid-fidelity prototypes, mock-ups. Brand style-guide.
Week 3: Implementation and delivery sprint. This included Usability tests and several iterations to redefine user interactions and feature and a final high - fidelity clickable prototype.

ROLE

I was involved in

Content Strategy & Coordination: Led content creation and supplier collaboration.

Backlog Prioritization: Co-owned UX improvement roadmap.
Performance Monitoring: Co-developed dashboards and analytics reviews.
Cross-Functional Alignment: Worked with Product Owners, BI, and Market Leads.

PROCESS