• Project Overview
BuildDirect is a B2C/B2B e-commerce platform for home improvement materials. I was brought in to lead UX efforts across internal tools and the main customer-facing website, with a mission to improve workflows, enable scalability, and elevate the company’s UX maturity.
Problem & Objectives
The internal systems were fragmented and inefficient, and the website was underperforming on engagement and conversions. Our objectives were:
- Streamline core back-office systems (IMS, TMS, OMS)
- Improve user journeys across the main site
- Initiate a full re-platforming and redesign
- Increase UX maturity across teams
My Role & Team
- Lead UX Designer
- Collaborated with Product, Engineering, CX, and Ops
- Tools: Sketch, Figma, InVision, Zeplin, Hotjar, GA, React
- Ran stakeholder workshops and design thinking sessions
Design Process
-
Discovery & Research
• Conducted audits on internal systems
• Heatmaps and user behavior insights (Hotjar, GA)
• Stakeholder interviews and on-site shadowing -
Ideation
• Facilitated cross-functional design thinking workshops
• Prioritized user pain points and journey gaps
• Mapped flows for each operational tool -
Prototyping & Testing
• Wireframes and interactive prototypes (Sketch/InVision)
• Iterative feedback from users and internal teams -
Implementation Support
• Partnered with devs during the re-platforming
• Created a foundational design system in collaboration
Key Screens / Flows
- Redesigned flows for inventory tracking, delivery management, and warehouse operations
- Evolved website homepage, PDPs, and checkout flows
- Design system components integrated with React + Material
Results & Impact
- Reduced fulfillment errors via improved TMS/IMS UX
- Enabled clearer communication between Ops and CX teams
- Supported full redesign roadmap and web modernization
- Helped raise UX maturity across departments
Reflection
This role was an incredible balance of service design, design ops, and hands-on UX execution. The work sparked long-term transformation and created a UX-forward culture that empowered teams to think holistically about both the tools and the customers.
