A ground-up redesign of Frito-Lay's core field sales platform, rebuilding over 1,000 screens into a modern iOS experience for 25,000 employees.
Role
Senior UX Designer
Company
IBM
Client
PepsiCo / Frito-Lay
Platform
iOS
Frito-Lay's 25,000 Route Sales Representatives relied on outdated handheld scanners that made inventory, sales, and delivery tracking slow and frustrating. The legacy system spanned over 1,000 screens of disconnected workflows and inconsistent logic. This was a full redesign of a legacy platform at scale, and it kicked off just as COVID-19 forced our entire research process remote.
Route Sales Representatives (RSRs) in the field.
I conducted remote interviews with RSRs in Plano, Texas and beyond. Their feedback revealed that outdated tools and poor UX were blocking productivity daily. We used this research to build over a dozen detailed personas capturing different route types, store sizes, and levels of digital fluency across the workforce.
We built a dozen personas based on data backed by research.
We mapped the end-to-end journey of our personas, breaking down how reps moved through their day from check-in to service completion. This exposed just how outdated the existing screens were. Inventory management alone was split across two separate back-end systems, causing considerable downtime for RSRs structuring their deliveries. These legacy workflows needed to be consolidated and migrated into a single streamlined iOS experience.
Outdated screens and workflows which caused work delays.
I took ownership of the Scheduling and Service Appointment flows, a foundational part of the app experience. This included building task flows for time tracking, inventory, and approvals from the ground up. One critical gap was the legacy system's inconsistent notifications for expiring DOT vehicle documentation. I designed a unified, reusable full-screen notification pattern that handled every edge case and status state, ultimately adopted across all verticals of the application.
A unified notification pattern designed for expiring DOT documentation.
I translated each scenario into high-fidelity user flows and prototypes, syncing daily with PepsiCo leadership and cross-functional teams. These sessions ensured every design balanced user clarity with business alignment. I ultimately delivered over a dozen high-fidelity user flows and prototypes.
One high-fidelity flow of dozens I built out.
The launch of Sales Hub+ dramatically improved efficiency for a 25,000-person workforce. We didn't just migrate over 1,000 screens. We redesigned them from the ground up. The reusable patterns and scalable foundation we established continue to support PepsiCo's digital evolution, and by aligning with real-world needs we shipped a product that genuinely improved how employees manage their daily tasks.
We didn't just migrate over 1,000 screens; we redesigned them from the ground up.