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
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
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.
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.
Showcase
Showcase
Screenshots from select project I championed during my time at FOBOH.
Screenshots from select project I championed during my time at FOBOH.
Order Intelligence. Converted unstructured email orders into structured sales orders; matched customers, flagged errors, and reduced manual processing time.
Order Intelligence. Converted unstructured email orders into structured sales orders; matched customers, flagged errors, and reduced manual processing time.
Operations Dashboard. Consolidated email monitoring, order status, and revenue analytics into a single actionable workspace.
Operations Dashboard. Consolidated email monitoring, order status, and revenue analytics into a single actionable workspace.
Multi-Channel Order View
Multi-Channel Order View
Multi-Product View
Multi-Product View
New and Improved Button Variables
New and Improved Button Variables
New Status Tags
New Status Tags
Product Tags
Product Tags
