The Greater Houston Retailers Association (GHRA) is a business-to-business operation, partnering independent store owners, supplying goods from brands like Pepsi at wholesale prices. The Warehouse app—used internally—allows GHRA members to manage their inventory and accounts by being able to place wholesale orders with ease and convenience. Problem How can we make viewing products and managing large orders from our warehouse more intuitive and efficient for our store members? GHRA had an existing app was clunky to use, with features and visual elements that were interfered with a user's ability to manage their orders. Solution Make ordering products and managing orders frictionless for GHRA's store-owning members. Results Reduced cognitive load on users, improving average usage time by 30% Less mistakes made on orders, resulting in reduction of calls to member services User Persona I created a user persona based on the existing internal information about our member demographics and surveys conducted by our Member Services department. Because GHRA is a specialized B2B organization, Moez Ali best represents the majority of our users.