Role: UX, Design & Development
Provi is a B2B startup that streamlines the alcohol ordering process for bars and their distributor reps. As lead product designer, my role includes working with sales, customer success, product, and engineering to shape the UI / UX for our suite of apps (including internal tools). I also have the privilege to support our marketing team with landing pages, digital ads, and print materials. Our team is disrupting the alcohol industry by creating digital experiences tailored to each tier — suppliers, distributors, and retailers.
The three-tier system of alcohol distribution is the legal method for distributing alcoholic beverages established in the United States after the repeal of Prohibition. The tiers are: Suppliers (people who craft the brew), Distributors (people who share the brew by transportation), and Retailers (where people enjoy the brew at bars). Provi exists to facilitate communication between all tiers and modernize their workflows.
Provi built a two-sided marketplace between retailers and their distributors. On average bars have 8 distributor reps to place orders with weekly. Provi replaces the hassle of calling each rep with a digital liquor store that never closes. As lead designer, my tasks included redesigning how advertising looks and is managed by our internal tools. I’ve created new features for retailers including inventory management; this allows bars to accurately measure their bottles and order replacements on one screen. I also lead initiatives to grow retailer sign-ups with referral programs, simpler onboarding flows, and improved visual communication to build trust in our platform.
The other side of Provi’s B2B marketplace are the distributors (also known as sales reps). Historically reps showcase their newest beers by printing 8.5” x 11” paper sheets with descriptions for bar managers to review. I spoke with sales reps about their current pain points, drew up new user flows, and created a responsive design solution. Now reps can share sheets to retailers digitally from their phones, tablets, and desktop machines.
Provi employees rely on our internal tools to perform their duties. When I joined, admin lacked universal navigation (each page had different links in the header). Filtering admin data by market wasn't obvious either. After chatting with stakeholders, I designed a searchable sidebar navigation to save screen real estate, and I created a UI for customizing the order of page links. Another huge part of the redesign, was creating role based controls for team leads to tailor which page links appeared for their staff.
Our marketing team is small and mighty. They reach out to myself for high profile projects. Here are a few examples. For The National Beer Wholesalers Association, I created a tradeshow booth with various illustrations showing the power of provi. I dreamed up an idea of parodying a bar menu with Provi’s offerings and marketing provided copy text. I also created a series of posters for our office walls and designed coasters for every employee. It’s been a delight getting to make work offscreen.
