AI-powered workforce for Food & Beverage Wholesale & Distribution
AI-powered workforce for Food & Beverage Wholesale & Distribution
AI- Powered Order Ingestion, Savings 14+hours, with
Processed Orders worth $1M+
AI- Powered Order Ingestion,
Savings 14+hours, with
Processed Orders worth $1M+
VIEW CASE STUDY
VIEW CASE STUDY
Year
Year
2024
2024
Company
Company
FOBOH
FOBOH
Team
Team
1x Lead Design (I), 1x Chief Product Officer, 1x FE Engineer, 2 AI & ML Engineers
1x Lead Design (I), 1x Chief Product Officer, 1x FE Engineer, 2 AI & ML Engineers
Impact
Impact
I partnered with engineers to onboard Australia’s #1 brewery, designing high-volume wholesale workflows tailored to their operations. Within 10 weeks of launch, FOBOH processed 4,000+ orders worth $1.8M, validating both product scalability and real-world adoption. I enabled faster sales and customer acquisition by designing adaptable demo flows that allowed FOBOH to confidently pitch across industries and client types in an early-stage environment. I established a scalable design system and design-engineering collaboration model that accelerated delivery, reduced rework, and positioned FOBOH as a production-ready AI platform.
I partnered with engineers to onboard Australia’s #1 brewery, designing high-volume wholesale workflows tailored to their operations. Within 10 weeks of launch, FOBOH processed 4,000+ orders worth $1.8M, validating both product scalability and real-world adoption. I enabled faster sales and customer acquisition by designing adaptable demo flows that allowed FOBOH to confidently pitch across industries and client types in an early-stage environment. I established a scalable design system and design-engineering collaboration model that accelerated delivery, reduced rework, and positioned FOBOH as a production-ready AI platform.
My Role / How I Shaped The Product
My Role / How I Shaped The Product
When I joined FOBOH, I led design for a B2B SaaS platform servicing Australia’s F&B wholesale ecosystem, leveraging AI and NLP to automate ordering, ingestion, and fulfillment workflows. I owned end-to-end product design across core experiences including order placement, freight, payments, shipping profiles, and AI ingestion flows (email and voice). I built and maintained a refreshed version of FOBOH Core, our design system, enabling rapid iteration and visual consistency across multiple web product modules. I shaped how FOBOH showed up at every touchpoint, be it product UX, demos, website, illustrations, socials, and branding to ensure a cohesive experience from first interaction through daily operational use. I worked closely with PMs, engineers, and AI/ML teams to test AI capabilities, inform design direction, and translate complex operational workflows into simple, scalable product experiences.
When I joined FOBOH, I led design for a B2B SaaS platform servicing Australia’s F&B wholesale ecosystem, leveraging AI and NLP to automate ordering, ingestion, and fulfillment workflows. I owned end-to-end product design across core experiences including order placement, freight, payments, shipping profiles, and AI ingestion flows (email and voice). I built and maintained a refreshed version of FOBOH Core, our design system, enabling rapid iteration and visual consistency across multiple web product modules. I shaped how FOBOH showed up at every touchpoint, be it product UX, demos, website, illustrations, socials, and branding to ensure a cohesive experience from first interaction through daily operational use. I worked closely with PMs, engineers, and AI/ML teams to test AI capabilities, inform design direction, and translate complex operational workflows into simple, scalable product experiences.
Showcase
Showcase
Screenshots from select project I championed during my time at FOBOH.
Screenshots from select project I championed during my time at FOBOH.
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
Gamified payment reasons page
Gamified payment reasons page
Weekend exploration for the Cards interface
Weekend exploration for the Cards interface
Partnership with Plaid
Partnership with Plaid
Partnership with Plaid
Partnership with Plaid
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
Cross Border Entry Point. This enabled SEND to over 11 countries; cash, MoMo & Pickup.
