Offer Manager Tool

Offer Manager helps H-E-B partners and suppliers create and execute offers with greater confidence and accuracy. It all starts with integrated planning tools that consider historical performance, forecasted impact, and business approval workflows—empowering teams to build offers that align with sales goals and timelines.

Using Offer Manager, partners can streamline the process of launching coupons and promotions by connecting forecasting insights with offer creation, reducing duplicated effort and speeding up execution across departments.

H-E-B approached our consultancy to streamline their offer creation process and improve operational efficiency by integrating planning insights with execution tools.

User Research

At the start of the Offer Manager project, I led qualitative research efforts to uncover user pain points and establish a strategic foundation for the design direction. By engaging directly with partners and suppliers, I was able to surface key workflow challenges and build empathy with the people using the tools daily.

Qualitative Research at Project Initiation:

I ground the project in real user needs, I conducted in-depth interviews with H-E-B Business Development Analysts (BDAs), Business Development Managers (BDMs), and supplier partners. These conversations revealed confusion around timelines, fragmented workflows across systems, and a lack of clarity around where to begin the offer creation process. This research informed our initial problem framing and directly shaped early design decisions.

Creating a Roadmap:

The findings from our qualitative research directly informed the creation of a strategic roadmap. Rather than a static task list, this roadmap outlined a phased, insight-driven approach to improve usability, reduce duplicated effort, and better connect planning tools with offer execution. It aligned stakeholders on goals and provided a clear north star for the team moving forward.

Usability Testing During Build Phase:

As we transitioned into the build phase, I facilitated usability testing sessions with key users to validate the evolving design. These sessions provided critical feedback loops, allowing us to test assumptions, refine workflows, and make real-time adjustments to the Offer Manager interface based on how users interacted with it.

Quantitative Data Analysis Post-Launch:

After launch, I analyzed quantitative data—specifically user behavior patterns and support feedback—to understand where users were still encountering friction. By examining frequent help requests and system logs, I identified areas for ongoing improvement, validating whether our design decisions held up in real-world use and guiding future iterations.

Developing UX Artificats:

I led the UX strategy for Offer Manager, partnering closely with stakeholders to translate research insights into clear, actionable design solutions. I created key UX artifacts—including journey maps, workflow diagrams, and annotated wireframes—to align the team around user needs and product goals. In addition to owning UX documentation, I also contributed to high-fidelity UI design as needed to ensure consistency and clarity across the experience.

Designing the UI for Offer Manager:

As the lead UI designer for the Offer Manager platform, I was responsible for crafting the visual and interactive experience of the tool. I translated complex workflows into intuitive, scalable interfaces that supported H-E-B partners and suppliers through every stage of offer creation, from planning to execution..

Collaboration with H-E-B’s Internal Teams:

To ensure alignment and adoption, I partnered closely with H-E-B’s internal design leadership and product stakeholders throughout the project. Together, we established shared goals, defined the design vision, and aligned on approved UI patterns. This collaboration was key to maintaining consistency across applications and ensuring the Offer Manager interface felt native to H-E-B's broader ecosystem.

Collaboration with H-E-B Design and Product Teams:

Throughout the project, I collaborated closely with H-E-B’s internal design, product, and engineering teams to ensure a cohesive and scalable user experience across Offer Manager and related tools. This partnership involved aligning on design patterns, sharing feedback across disciplines, and embedding UX best practices into cross-functional decision-making. Our collaboration was key to maintaining consistency across internal systems while adapting to the evolving needs of H-E-B’s partners and suppliers.