Pepsico | Frito Lay
Frito-Lay’s customer and employee experience transformed through innovation and a new e-commerce platform, modernizing frontline tools and driving digital impact.
Company
IBM Consulting
Industry
Consumer Packaged Goods
Role
Client Program Lead
Executive Design Director
Design Team Leader
Responsibilities
Design Vision & Strategy
Mobile-First UX Leadership
Cross-Functional Agile Delivery
Co-Creation & Rapid Prototyping
AI-Driven Scalable Design
Design Quality & Enablement
✏️ Business Challenge
✍️ The Solution
How might we connect tools and modernize systems to reduce manual work, speed up delivery, and enable a flexible direct-to-consumer e-commerce experience?
Launched 4 New Product Experiences in 18 Months, introduced new ways of working and streamlined DesignOps
New Product Experiences
New Product Experience 1 | Employee Transformation
The Frito Lay SalesHub App: Empowering 25,000 Frito Lay Employees to Serve Smarter
Frito Lay North America is transforming frontline operations with digital tools that streamline collaboration, accelerate onboarding, and unlock powerful analytics—empowering a modular workforce to deliver ubiquity, affordability, variety, and indispensability.
Impact
$8M
Cost reduction through automated timecard reporting
500k
Employee hours saved annually from smarter workflows
30mins
Saved daily per Frito Lay employee
The Snacks to You Platform:
Delivering B2B Commerce Growth through Self Service
Serving over 30,000 active customers and growing, Snacks to You helps retailers stay agile amid shifting demand—reducing out-of-stocks and costly rush shipments while making it easy to discover and feature new products in stores.
Impact
$105M
In annual sales revenue, increase of $12.6M from previous year
+75%
Increase in online orders reducing operational cost
+25%
Increased B2B conversion rate compared to 5% industry standard
New Product Experience 2 | Retail Transformation
New Product Experience 3 | Inventory Transformation
The Frito Lay HandHeld Next App: Enabling Smarter Faster Frontline Operations at Speed and Scale
HandHeld Next replaces a 20+ year-old legacy system with a radically simplified mobile app, creating a seamless, scalable, and intuitive ordering experience for frontline teams.
Impact
$33M
In daily revenue managed through the app
9mins
Employee time saved per order
78M
Ordering, invoicing and inventory transactions per year
+90%
Reduction in training time, from 20hrs to 2hrs
Snacks.com: Bringing Frito Lay Products Directly to Consumers with a Rapid D2C Launch
Launched in just 30 days, Snacks.com enables consumers to purchase products directly from FLNA. This marked FLNA’s first direct-to-consumer offering, expanding FLNA’s digital footprint, creating a new revenue channel at scale.
Impact
100%
Growth in consumer access compared to pre-D2C reach
30 days
Concept to launch, enabling FLNA’s first D2C revenue stream
+50%
Increased B2B conversion rate compared to 5% industry standard
New Product Experience 4 | Customer Transformation
New Ways of Working and Streamlined DesignOps
Pain Point Tracker: Creating Measurable Experiences
We introduced a “Pain Point Tracker” to capture and monitor user issues and tie them directly to business value. Pain points are categorized across financial, productivity, process, and support dimensions and informed by ongoing qualitative and quantitative research. Insights are continuously tracked to drive post-launch optimization.
Value Trees: Creating Impactful Experiences
We leveraged “Value Trees” to provide a structured way to understand the value of a capability by breaking it into measurable components and using data-driven and illustrative analysis to identify the sources of business impact.
The Experience Tracker
For the IBM Garage project at Frito-Lay, we used an “Experience Tracker” to visualize the target experience, aligning product teams and stakeholders around a common reference for prioritization, integration, and delivery focus.
Golden Threads
Golden Threads brought the program together by visualizing the Intelligent Workflow end to end. They served as a shared touchpoint for product teams and stakeholders, enabling alignment on priorities while clearly mapping experience decisions to back-end platforms, analytics, and business processes.
The Frito Lay Design System
Foundation
Design principles, accessibility, colors, text styles, layouts
UX/UI
Atomic design components (atoms, molecules, organisms, templates, pages), component guidelines
Digital Tool Kit
Prototypes, examples, inspect mode, and active code
Governance Model
How we handle changes and version control of components
