Diageo's distributor sales process ran on emails and calls. Redesign took full product ownership — UX design, frontend, API integration — and launched DiageoLink in a single 100-day engagement.
Diageo manages a large and complex network of distributors across multiple markets. The commercial relationship was almost entirely analog: orders placed by email, promotions communicated as PDFs, inventory updates via phone call. There was no shared system, no digital audit trail, and no visibility into distributor activity at scale.
Sales reps were spending the majority of their time on coordination and follow-up — chasing confirmations, reconciling orders, and answering the same questions repeatedly. The distributor relationship itself was frictionless in one direction (Diageo asking distributors to do things) and opaque in the other (Diageo seeing what distributors were actually doing).
The opportunity was clear: digitize the relationship layer without disrupting the commercial model. The solution needed to work for distributors with varying levels of technical sophistication, integrate with Diageo's existing ERP systems, and be live in a time frame that matched Diageo's planning cycle.
Redesign took end-to-end product responsibility for DiageoLink — from architecture through to production launch — within a single 100-day sprint.
DiageoLink launched to the distributor network at the close of the 100-day engagement. Sales reps moved from managing email threads to monitoring digital activity dashboards. Distributor onboarding moved from manual briefing to self-serve portal access.
The engagement was handed over production-ready — code the internal engineering team could own and extend without needing Redesign to remain involved. That was the design intent from day one: a product built to be internally owned, not a consulting dependency.
Redesign takes full product ownership — UX, frontend, API — and delivers production code your team can own. One team, no handoff failures.
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