Seamless B2B Ordering Experience Design

While leading UX for UGO Solutions at TD, I designed the backbone of our B2B digital gift card ordering platform — transforming Sobeys’ old email-and-PDF process into a seamless, fully digital experience. Corporate customers could now order and send e-gift cards electronically for the first time in Sobeys history.

I built the entire workflow and admin tools from the ground up, balancing business logic with a clean, intuitive user journey. As the platform grew, I led ongoing innovation — including a patent-pending bulk fulfillment design that enabled automated distribution to thousands of recipients in minutes.

The result: a first-to-market solution that unlocked major revenue and set a new digital standard for enterprise gift card ordering.