Redesigning GFS' B2B Ecommerce System for 100K Customers

Gordon Food Service:

E-Commerce Platform

Gordon Food Service:
E-Commerce Platform


Gordon Food Service - one of the largest North American Food Distributors - needed help designing their new B2B e-commerce site to serve its customers. Customers from small to large restaurants, hospitals, and schools depended on this ordering system for their kitchen operations and serving people.

From 2018 to 2020, I worked on product design solutions & features that served customer goals on the new ordering system, as well as regular UI & UX design enhancements, accessibility initiatives (WCAG 2.0 AA compliance) , and documented best practices in the global design system.

Project Details

  • Agile Environment
  • Enterprise, B2B Web Application

Team Members Involved

  • Product Owners, Product Analysts, Solution Architects, Devs, QAs, & UX Design Team

My Responsibilities


My Role

  • User Experience & User Interface Designer
  • Advocate for Users
  • Design System Contributor & Maker

Understand / Discover

  • Partner with product & business stakeholders in a fast-paced Agile environment to understand business and customer goals and identify requirements of design features
  • Seek out insights / identify opportunities that the current experience lacks


  • Synthesize & frame the UX opportunity & problem at hand 
  • Map out user flows and other UX artifacts to help with 

Design & Refine

  • Collaborate and ideate on design concepts
  • Rapid prototype multiple  and present design solutions to stakeholders for feedback
  • Further align & refine with Product owner on the must-have, should-have, and nice-to-have UX requirements


  • Finalize and redline designs with interaction notes  for product analyst and development handoff
  • Ensure WCAG 2.0 Level AA compliant UI designs. 
  • Fully RWD(responsive web design) UIs with high aesthetic standards built with design system components

Major Highlights & Outcomes

Expediting Ecommerce Orders with an Import Tool

As part of the Gordon Ordering experience, we needed to provide customers the ability to import spreadsheet files and quickly create orders


Building and Refining a Design System

I helped construct and document the UI patterns, rationale, and specifications for the global design system that the UX team utilized for their digital products. I made continuous recommendations during my time so that we created cohesive experiences and can construct high-fidelity more efficiently.  

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