DiageoLink connects Diageo with the outlets that sell their products, covering orders, invoices, payments, and product discovery. Redesign designed the product, the business model, and the service model across three phases, including an AI-powered recommendation engine that sends outlets a suggested order for one-tap approval.
Diageo's relationship with outlets, the bars, restaurants, and liquor stores that stock and sell their products, ran almost entirely through personal contact. Sales reps visited outlets to take orders, communicate promotions, handle invoices, and answer questions. There was no shared digital channel. Orders were placed by phone or in person. Invoices arrived by email or in print.
This created two parallel problems. Outlets had no visibility into their own order history, invoice status, or product catalog without contacting a rep. Sales reps, meanwhile, were spending their time on coordination and transaction management instead of the commercial activity they were actually hired for. The more outlets a rep carried, the more time was consumed by administration.
Diageo needed a product that outlets would genuinely adopt, not another back-office tool forced on them, and that would free sales reps to focus on relationships and growth rather than order-taking. The scope was broader than UX design: it required rethinking the service model and the commercial logic of how Diageo and its outlets interact.
Redesign took full ownership across product design, business design, and service model design, structured across three phases that progressively raised the product's capability.
DiageoLink gave outlets a direct digital channel to Diageo. They could browse the product catalog, place orders, view invoices, track payments, and access loyalty and CRM information without contacting a sales rep. The most visited areas confirmed that ordering and account management were the core use cases that drove adoption.
With the AI recommendation engine in Phase 3, the ordering experience shifted from active to passive for outlets. Instead of deciding what to order, outlets receive a suggestion based on their history and approve it with a single tap. This reduced ordering friction and increased order frequency, while giving Diageo's commercial team cleaner demand signals across the outlet network.
The scope of the engagement extended beyond product design. Redesign redesigned the service model around DiageoLink, changing how sales reps spend their time and how the Diageo-outlet relationship is structured. The rep's role shifted from order-taker to relationship manager, with the product handling the transactional layer.
Redesign designs the product, the business model, and the service model together. If the product needs to change how your team and your customers operate, that is the work we do.
Start the conversation →