Food Distribution - B2B

Shamrock Foods

Overview

Using UX research to streamline operations and strengthen loyalty

Shamrock Foods, one of the largest foodservice distributors in the western U.S. wanted to better understand the evolving needs of its restaurant customers. As ordering habits shifted and labor shortages intensified, Shamrock sought a clearer picture of their buyers and decision-makers; what motivated them, what frustrated them, and how their digital experience could improve.

I helped lead customer research initiatives to uncover pain points, map critical touchpoints, and define a clearer path to loyalty, efficiency, and long-term partnership.

Objectives

Uncover Customer Needs and Pain Points

Identify the goals, frustrations, and behaviors of Shamrock Foods’ restaurant customers to inform product and service improvements.

Align Stakeholders Around a Shared Vision

Syntheize insights from internal leadership and frontline suers to guide digital strategy and customer experience design.

Develop Role-Based Personas

Create detailed, actionable profiles of key user types, specifically decision-makers (owners, chefs) and buyers (purchasing managers)

Deliver Strategic Recommendations

Provide a roadmap for enhancing Shamrock’s digital platform, communication tools, and service delivery model based on user insights.

Map the Customer Journey

Visualize the customer lifecycle across pre-purchase, purchase, and post-purchase phases to surface friction points and unmet needs.

My Role & Approach

UX Researcher

Stakeholder Discovery

Interviewed senior executives (COO, SVPs, VPs of sales, IT, CX) to align on gorals and identify known issues.

Customer Interviews

Conducted 17 remote interviews with restaurant customers across six U.S. states (AZ, CO, NM, CA, TX). Participants included Owners, Executive Chefs, Purchasing Managers, and Procurement Officers.

Journey Mapping

Visualized the full customer lifecycle across pre-purchase, purchase, and post-purchase.

Persona Development

Created decision-maker and buyer profiles, capturing goals, frustrations, behaviors, and business priorities.

Key Research Insights

Decision Maker Profile

Common Job Titles:

Owner, CEO President, Executive Chef, General Manager

Goals:

  • Develop long-term partnerships with providers

  • Maintain profitability during uncertain times

  • Create a stable labor force

  • Flexible food sourcing and inventory levels

Challenges:

  • Economic pressures such as inflation and recession fears

  • Industry-specific challenges like finding quality labor and rising food costs

  • Shamrock specific issues, including delayed deliveries and inconsistent product quality

Buyer Profile

Common Job Titles:

Purchasing Manager, Procurement Officer, Head Buyer

Goals:

  • Streamline purchasing processes

  • Ensure product quality and availability

  • Negotiate better pricing and terms

Challenges:

  • Managing inventory effectively

  • Handling supply chain disruptions

  • Balancing cost with quality

Customer Journey Insights

Pre-Purchase Phase:

  • Challenges: Lack of clear information on product availability and pricing

  • Opportunities: Enhance the digital platform to provide real-time updates on inventory and personalized pricing

Purchase Phase:

  • Challenges: Complicated ordering process and lack of flexibility in order sizes

  • Opportunities: Simplify the ordering interface and allow for more flexible order quantities

Post-Purchase Phase:

  • Challenges: Inconsistent communication and delayed deliveries

  • Opportunities: Improve communication channels and offer more reliable delivery schedules

Recommendations

    • Develop a user-friendly digital platform that offers real-time inventory updates, personalized pricing, and a streamlined ordering process.

    • Implement a robust CRM system to improve communication and relationship management with customers, ensuring timely updates and consistent support.

    • Introduce flexible order quantities and more reliable delivery schedules to better meet customer needs and manage inventory.

    • Provide comprehensive training for customers on using the digital platform and offer dedicated support to address any issues promptly.

Impact

This work addressed key pain points and streamlined the ordering experience, creating a more intuitive and efficient workflow for both Shamrock Foods and its customers. The improved structure and clearer communication pathways were designed to reduce friction and support more seamless interactions. These enhancements help establish a stronger foundation for customer trust, satisfaction, and long-term relationship growth.