eazle: leading design for a unified global B2B ordering platform
Led design for eazle, HEINEKEN's unified B2B ordering platform, consolidating fragmented market sites into one configurable product that scales. This work accelerated multi-market onboarding and raised customer satisfaction while standardizing how we decide and ship.
Key outcomes
Role and context
Over 35 markets ran separate sites with different branding and features. This created duplicate work, confusion, and a queue of one-off requests. Our vision was one global, configurable frontend that localizes only where it matters. Every initiative states the user pain point, the target behavior, and the success metric — all tied to our OKRs so decisions are evidence-led. I co-led the customer journey vision, set the north star through design sprints, and as Design Manager led internal and agency designers to deliver on the roadmap.
How I led
I built a high-quality culture through strategic design reviews and focused critiques that forced clear decisions and raised the bar. I partnered with our Director of Product to build an eazle ecosystem demo that made the vision tangible for executives and secured alignment to move forward.
Execution at scale
I introduced AI prototyping so teams could explore flows, copy, and edge cases earlier. I built a GPT aligned to our tone and UX guidelines to draft and lint microcopy. I created a safe replica of the frontend for unmoderated tests and accelerated research with synthetic users grounded in our personas and existing data.
Impact and status
Multiple markets launched on one product with a reusable playbook. Teams now track CSAT, active customers, reorder rate, search success, and task time with clear reads by release. The work feels like one product rather than many projects.
What I learned
Lead with consistency and bend for context when it helps users. Ship when it is good enough, then measure and improve. Users reward speed, reliability, and clarity.