Coca-Cola · Consumer goods · Field sales
Redesigning in-store ordering around how people actually work.
Field sales teams were working around a long-standing ordering application. Watching the work in stores led to a redesigned ordering experience, better order suggestions and a rollout people adopted.
- Role
- Senior Manager, Product · Bottler Investment Group, North America
- When
- 2015–2016
- Focus
- Product strategy · Field sales · UX & workflow · Predictive ordering
~30%
less time spent on in-store ordering
~$200M
annual revenue impact
Contributed by the broader initiative this work was part of
The challenge
Account managers placed orders in stores with an application that had been in place for years. It worked, technically. In practice, people counted stock by hand, skipped screens and kept their own workarounds.
Time spent ordering was time not spent selling.
The approach
- 01
Observe the work
Ride-alongs with account managers showed where the time went: manual counting, skipped screens and workarounds the system never accounted for.
- 02
Redesign with the people doing it
Co-designed prototypes with account managers, then ran pilots to test the new workflow in real stores before committing to it.
- 03
Improve the recommendation
Improved the predictive ordering algorithm using demand history, holidays and local events, so suggested orders started closer to right.
- 04
Launch and support adoption
Rolled out to sales teams with training, feedback loops and ongoing support, so the new experience held.
The outcome
- In-store ordering time fell by roughly 30%.
- The broader initiative this work was part of contributed to approximately $200M in annual revenue impact.
- Across four progressive product roles at Coca-Cola, I also delivered enterprise mobile products used by roughly 700,000 people across 206 markets.
Also at Coca-Cola: enterprise mobile products
~700K
users of enterprise mobile products I delivered
206
markets those products served
Principle“Observe real work before designing the solution.”
My role
Led product direction within Coca-Cola's Bottler Investment Group, directing cross-functional product, technical and agency teams across sales, commercial, technology and field operations.