I help what works continue to work at scale.
BrieAnna Patrick
ASN Fulfillment Ticketing System & UI
Designed and scoped an end-to-end fulfillment platform to stabilize the post-purchase handoff from sales to active membership through structured intake, SLA tracking, and role-based operational visibility.
Year
2025
Scope
Product strategy, Operating model design, UX architecture, System design, UI design, Developer handoff
Timeline
9 weeks
Prototype Snippit
Preview
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Make or Break:
Onboarding
The moment immediately after purchase is where customer trust is either reinforced or quietly eroded. Responsibility shifts from sales to fulfillment—and without a clear system of record, even strong teams are forced to improvise.
At ASN, this transition spanned 21 independent organizations, each operating with different tools, teams, and incentives, all funneling members into a single fulfillment operation. Without a shared definition of readiness, ownership, or urgency, onboarding outcomes depended more on individual effort than on system design.
This project focused on stabilizing that moment—turning onboarding from a fragile handoff into a deliberate, repeatable product experience.
Mechanism 1:
Making the Handoff Explicit
Problem
Before this system, fulfillment began informally—through calls, emails, and tribal knowledge. There was no shared definition of when work officially entered fulfillment or what “ready” meant. Every downstream decision inherited that ambiguity.
Mechanism
Structured intake that defines when work enters fulfillment and what “ready” means.
Product Expression
- Role-based intake queues
- Explicit assignment and reassignment logic
- Intake validation rules
- SLA enforcement at entry
- Lifecycle state transitions
- Shared data contracts between sales and fulfillment
Mechanism 2:
Making Ownership & Priority Visible
Once work entered fulfillment, the system made urgency and accountability impossible to ignore. Ownership, status, and time-bound expectations were surfaced directly in the queue—removing the need for manual tracking or follow-ups.
This shifted fulfillment from reactive work to managed flow, allowing teams to prioritize confidently and intervene before issues escalated.
Product Expression
- SLA-based visual indicators
- Assigned vs. unassigned queue states
- Reassignment without loss of context
- Filters for personal vs. global workload
Mechanism 3:
Preserving Context at First Touch
The first fulfillment interaction sets the emotional tone for the entire membership. When context is lost, customers feel like they are starting over—even after a successful sale.
This system ensured that relationship context traveled with the member, not the individual. Sales insights, preferences, and sensitivities were embedded directly into the fulfillment workflow so agents could begin with awareness instead of discovery.
The result was a first touch that felt intentional, informed, and human—without relying on memory, side conversations, or backchannels.
Product Expression
- Sales notes visible at first contact
- Context embedded directly in the ticket
- Single member record across lifecycle states
- Attributed, editable notes for continuity
Outcomes & Signals
What Changed
- Reduced ambiguity at the post-purchase handoff across 21 independent organizations
- Improved consistency in early member onboarding experiences
- Increased operational visibility and SLA adherence for fulfillment teams
- Made onboarding easier to staff, train, and scale as volume increased
- Shifted fulfillment success from individual heroics to system reliability
