eazle: leading design for a unified global B2B ordering platform

I lead design for eazle customer, the B2B ordering app in the eazle ecosystem. I moved from Senior Product Designer on HEINEKEN’s Salesforce-based platform and eBusiness product visions to Design Manager for eazle customer. The team ranged from 4 to 8 designers; I directly managed 4 and coordinated agency partners. Before eazle, many markets ran separate sites with different names. Global owned a large share of these, which was inefficient and fragmented. eazle, a single configurable frontend with light localization, had already been kicked off. I was brought in to help lead the team and the design so it could scale market by market.

I partnered with CX Research and Product Leadership to put problems and outcomes ahead of requests. Every item needed a clear pain point or opportunity, the target behavior, and a success metric. When a business need drove a decision, it had to be stated in the brief. I raised the design bar through weekly critiques, clear acceptance standards, and quarterly Design Jam Days, and I kept internal and agency designers aligned using our Crate Design System. I supported product owners in writing tighter PRDs and stopped or reframed work without clear direction. With our Director of Product, I created executive decks and prototypes to communicate the eazle ecosystem and secure support. A senior Product and CX leader credited me with pioneering practical AI in our design and development process, which improved both speed and quality, and noted my balance of openness and assertiveness when challenging and collaborating.

We focused on the core purchase journeys across search, browse, reorder, checkout, and self-service account tasks. Research showed that reordering drives behavior and baskets are small, so we replaced vague “advanced recommendations” asks with a concrete outcome: help frequent buyers reorder faster where they already shop. We are building high-traffic reorder surfaces like Previous Orders and Your Usuals, improving search with recent queries and brand and product suggestions, and simplifying account flows such as invoices, returns, delivery windows, and outlet or distributor selection. The work is not a single feature. It is a repeatable way of solving problems and shipping value across markets while keeping product in the lead.

eazle is live in 7 markets, with 2 of those already in scale-up phases. The next pilot is scheduled, with more to come. Each launch feeds a sharper rollout playbook with prechecks, defaults, and post launch reads. Reuse is the default, which cuts duplicate work and speeds delivery. Decisions are now tied to problems, outcomes, and measurable signals rather than opinions. We track CSAT, active customers, search success, reorder rate, and time on task per market, with numbers kept internal and reviewed through dashboards. I did not originate eazle or the unification strategy. I helped lead the design and put the mechanisms in place so both the product and the way we decide scale, one market at a time.