A new vision for HEINEKEN's distributor platform - leveraging digital tools to improve customer service and drive retention

Distributors are key partners for HEINEKEN, handling around 60% of global beer volume - yet customers they served scored a customer satisfaction score of 2.12 against a 4.5 global average. I led discovery across key markets and found 3 distinct distributor archetypes with different needs, and a direct link between distributor workflow gaps and poor customer outcomes none of which our one-size-fits-all tools were addressing.

We translated this into a tiered product strategy that meets distributors where they are. I built the UX vision and the narrative to bring stakeholders along. The result: buy-in, funding, and a phased MVP we are now building.

HEINEKEN, 2025

Project type

Product vision, 0→1

My role

Led discovery & UX

Distributor warehouse workers reviewing paper-based orders at a depot in an emerging market

Stakeholder presentation slide showing 2.12 CSAT score and 21% negative delivery feedback quantifying the impact of poor data transparency on distributor performance

Research artifact connecting customer pain points like outdated stock information to root cause distributor workflow challenges across four markets

Vision deck slides showing the order fulfilment flow across customer, back-office admin, and driver touchpoints for the eazle deliver platform

eazle deliver back-office interface showing sales order management and storefront catalogue screens, overlaid on a photo of distributor staff reviewing orders on a tablet

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