My role: Lead UX Designer and UX Researcher. Ran stakeholder interviews and workflow mapping, competitive and heuristic analysis, iterative prototyping and testing, journey mapping, and usability research. Process: interviewed sales, trade marketing, and category teams and mapped real store workflows; analyzed planogram, promotion, and inventory apps for gaps; built clickable prototypes of store selection, recommendations, and business monitoring; tested with 12 participants across the three teams and iterated on grouping, labeling, and filters; designed mobile-first. Guiding principles: 'It's science but it feels like magic.' 'Right not rushed.' 'Serious about business.' Key insight: the problem wasn't a lack of data. Data, insight, and action lived in three different places, so decisions were slow and execution was inconsistent. The design job was unification, not another dashboard.