ROBINSON FRESH
Reshaping Digital Dynamics at Robinson Fresh
With a strategic vision, Robinson Fresh set out to future-proof its digital ecosystem, integrating innovative technologies and user-driven designs to enhance the efficiency and personalization of the fresh produce supply chain.
PROJECT OVERVIEW
Robinson Fresh, a division of C.H. Robinson, specializes in the sourcing, transportation, and distribution of fresh produce globally. Known for leveraging extensive logistics networks, Robinson Fresh provides seamless supply chain solutions that ensure the freshness and quality of produce from farm to table.
Â
The goal was to optimize Robinson Fresh’s digital operations, enhancing efficiency and customer engagement to adeptly respond to the global produce market’s dynamic needs. The project leveraged advanced analytics and tailored services to streamline supply chain management and sales processes, ensuring a competitive edge.
ECOSYSTEM & MARKET
0
+
orders delivered daily
0
+
locations served every day
0
+
countries grower network presence
0
founding year
0
of the largest North American food retailers are customers
MY ROLE
As the Lead UX Designer, I orchestrated comprehensive user research to develop detailed customer personas and journey maps that informed the redesign of the digital platforms.
My responsibilities included overseeing the design of interactive, intuitive user interfaces and ensuring that the digital transformations aligned with strategic business goals and user expectations.
THE APPROACH
The approach was holistic and data-driven, beginning with a thorough analysis of user behaviors and market needs. I led a series of design thinking workshops and stakeholder meetings to ideate and define innovative solutions.
Â
This was followed by an agile development process where prototypes were iteratively tested and refined, ensuring that the solutions were both effective and scalable.
RESULTS
Robinson Fresh's website redesign focused on user experience, resulting in a more intuitive and engaging platform. Improved features and functionality led to increased user interaction, highlighting the success of the new design in enhancing customer satisfaction and engagement on the website.
