I was hired by EVI, the nation's biggest B2B commercial laundry equipment distributor. EVI had partnered with zNode, a prominent e-commerce platform specializing in distributor services. EVI's website featured an extensive SKU assortment of 200,000 items.

My tasks included:

•  Conducted user research (interviews, personas, and user journeys) and leveraged AI (Claude.ai, Javis.ai) to augment research to uncover deeper customer insights and pain points.

• Augmented wireframes/prototypes using AI-powered design tools (Midjourney, and Firefly)  for rapid concept iteration.

• Designed the information architecture and taxonomy of the site, with a combination of traditional strategy (content strategy, and card sorting) with AI tools to analyze user data and optimize the navigation.