myCoke eCommerce & Service Platform: End-to-End Experience Transformation

Designing seamless ecommerce and service at scale (2025-Present)

Overview

As Director of B2B Product Design for Coca-Cola, I led UX across the myCoke eCommerce and Service ecosystem — a complex enterprise platform serving retailers, bottlers, food-service operators, and field technicians.

I owned the end-to-end design lifecycle across discovery, design, and validation, leading a blended team of 3 UX designers and 1 researcher. My role balanced strategic design leadership with hands-on execution for critical experiences, ensuring clarity, consistency, and measurable customer and business outcomes across the platform.

The Challenge

Despite strong brand recognition, myCoke faced deeper experience and operational challenges:

Fragmented experiences across multiple legacy portals
Heavy reliance on manual workflows (email + phone support)
Low adoption and inconsistent usage across core journeys
Limited customer insight loops to guide prioritization
Slow iteration cycles across complex enterprise workflows

The organization needed:

A unified UX vision across product lines
A scalable design operating model
Customer-driven prioritization
Faster concept-to-validation cycles

My Role

Strategy & Leadership

Owned end-to-end UX across eCommerce, Service, and Account experiences
Led and mentored UX team while setting experience standards and direction
Partnered with Product and Technology leadership using importance–difficulty prioritization
Defined future-state experience strategy across ordering, service, invoicing, and account management

Execution & Craft

Stayed hands-on designing early structural wireframes for high-impact experiences
Introduced structured Discovery → Design → Validation operating model
Modernized concepting and validation using AI-enabled prototyping workflows

Organizational Influence

Facilitated large cross-functional discovery workshops across Product, Engineering, Service Ops, Finance, and CX
Increased organizational confidence in design-led decision making
Elevated design maturity across teams and partners

Business & Experience Impact

Customer & Operational Outcomes

40K+ annual manual support requests eliminated
80% direct technician routing immediately after case creation
43% faster credit submissions vs assisted channels
+7pt Quality Maintenance completion vs legacy process

Platform Transformation

4 portals → 1 unified platform
Legacy systems retired
Scalable Design System v2 implemented

Organizational Impact

Standardized Discovery → Design → Validation model
Improved cross-functional prioritization around customer value
Increased design maturity across product organization
Accelerated delivery and stakeholder confidence

Approach

1. Enterprise UX Discovery at Scale

Led large discovery workshops (20+ stakeholders) focused on:

Order Management
Invoice Management
Reimbursement & Scorecards

Methods included:

Customer empathy mapping
Jobs-To-Be-Done framing
Opportunity mapping and rapid concept generation

Result:
Ambiguous problem spaces converted into prioritized, customer-grounded opportunity areas.

Mural Board output of customer empathy mapping workshop on Order Management experience

1-pager summary of workshop synthesis on Invoicement Management

2. Instituting a Scalable UX Design Operating Model

To bring alignment and predictability, I established a structured process used across teams.

Discovery

Customer and internal interviews
Focused discussions on customer problems and outcomes
Journey mapping
Pain‑point analysis
Importance–difficulty prioritization

Design

IA and workflow redesign
Rapid AI prototyping for faster iteration
Team‑produced low-and-high fidelity mockups
My own contribution: early wireframes and structural UX thinking

Testing

User testing
Feedback synthesis and design refinement

This framework reduced churn, improved cross‑team alignment, and accelerated delivery.

3. Journey Transformation — Parts Experience

I drove a full discovery program for the Parts experience, mapping the entire customer journey across:

Problem identification
Part search and compatibility
Ordering flows
After‑purchase service interactions

Using the importance–difficulty framework, we identified priority opportunities and developed a future‑state vision for a modernized, intuitive parts experience. I personally produced early wireframes and concept prototypes to help stakeholders visualize and align on the target experience.

Coca-Cola Parts Customer Journey for Independent Service Providers & Field Technicians

Future-state experience story for Parts Planner and Technician personas

4. Accelerating Validation with AI‑Driven Prototyping

To speed experimentation and testing, I integrated cutting‑edge AI design tools, including:

Figma Make
Lovable
Claude
Stitch
Nano Banana Pro

Results

Reduced early concepting from 2–3 weeks to 2–5 days
Improved stakeholder understanding through instantly testable prototypes
Raised the velocity and sophistication of UX deliverables

5. Delivering a Cohesive, Modern B2B Experience

Supported modernization on Salesforce Lightning and led design system evolution.

Scope included:

Ordering and tracking
Service requests
Invoicing and reimbursements
Account management
Self-service help

All experiences prioritized clarity, predictability, and low cognitive load.

What This Demonstrates

Enterprise B2B experience transformation leadership
Platform modernization and design system scaling
Cross-functional influence at organizational level
Measurable business and operational impact
Forward-leaning adoption of AI in design workflows

Connection to Voice of the Customer Program

To sustain customer-centered decision making long-term, I also built the myCoke Voice of the Customer program — creating a continuous insight engine that directly informed roadmap and platform decisions.