Turning shelf data into daily habit
We partnered with Eileen to redesign the core product experience — building the design system, UX, and flows that turn retail intelligence into daily habit before a seed round.
Product
Website
Visual
Motion
Turning shelf data into daily habit
We partnered with Eileen to redesign the core product experience — building the design system, UX, and flows that turn retail intelligence into daily habit before a seed round.
Product
Motion
Website
Visual
Turning shelf data into daily habit
We partnered with Eileen to redesign the core product experience — building the design system, UX, and flows that turn retail intelligence into daily habit before a seed round.
Product
Website
Visual
Motion
INDUSTRY
Retail CPG
INDUSTRY
Retail CPG
YEAR OF ENGAGEMENT
2026
2026
YEAR OF ENGAGEMENT
2026
HEADQUARTERS
USA
USA
HEADQUARTERS
USA
IMPACT
50%
shorten time to market
2 months
Product Design + Website redesign
50%
shorten time to market
2 months
Product Design + Website redesign
Overview
Eileen is an AI-powered retail data platform that connects CPG brands to real-time shelf data, bypassing retailers to avoid data silos. The product combines computer vision, human shoppers, and AI to surface shelf insights like missing SKUs, products not carried and competitive presence, built for non-technical sales teams who need to act fast.
Overview
Eileen is an AI-powered retail data platform that connects CPG brands to real-time shelf data, bypassing retailers to avoid data silos. The product combines computer vision, human shoppers, and AI to surface shelf insights like missing SKUs, products not carried and competitive presence, built for non-technical sales teams who need to act fast.
Overview
Eileen is an AI-powered retail data platform that connects CPG brands to real-time shelf data, bypassing retailers to avoid data silos. The product combines computer vision, human shoppers, and AI to surface shelf insights like missing SKUs, products not carried and competitive presence, built for non-technical sales teams who need to act fast.
WHAT WE DID
01
Turning the website into the first step of the sales motion
02
Structure that turns data into action, faster
03
From a snapshot to a source of truth
04
New flows built for users who don't have time to learn them
WHAT WE DID
01
Turning the website into the first step of the sales motion
02
Structure that turns data into action, faster
03
From a snapshot to a source of truth
04
New flows built for users who don't have time to learn them
WHAT WE DID
01
Turning the website into the first step of the sales motion
02
Structure that turns data into action, faster
03
From a snapshot to a source of truth
04
New flows built for users who don't have time to learn them
01
Redesign
Structure that turns data into action, faster
Brand sales reps work at a fast, continuous pace. The old product lost them early, not because the data wasn't valuable, but because nothing was organized around how they actually work. Finding information required navigating a system that didn't match their mental model, and taking action required steps that should never have existed. We restructured the platform around a single question: what does a rep need to see first, what do they need next, and what should they do about it? Navigation, flows, and information hierarchy were reorganized into a sequence that tells a story, reducing the time between opening the app and taking action.
01
Redesign
Structure that turns data into action, faster
Brand sales reps work at a fast, continuous pace. The old product lost them early, not because the data wasn't valuable, but because nothing was organized around how they actually work. Finding information required navigating a system that didn't match their mental model, and taking action required steps that should never have existed. We restructured the platform around a single question: what does a rep need to see first, what do they need next, and what should they do about it? Navigation, flows, and information hierarchy were reorganized into a sequence that tells a story, reducing the time between opening the app and taking action.
01
Redesign
Structure that turns data into action, faster
Brand sales reps work at a fast, continuous pace. The old product lost them early, not because the data wasn't valuable, but because nothing was organized around how they actually work. Finding information required navigating a system that didn't match their mental model, and taking action required steps that should never have existed. We restructured the platform around a single question: what does a rep need to see first, what do they need next, and what should they do about it? Navigation, flows, and information hierarchy were reorganized into a sequence that tells a story, reducing the time between opening the app and taking action.
02
UX DESIGN
From a snapshot to a source of truth
Eileen showed brands what was happening on shelf. What it couldn't do was tell them what to do about it. Users understood the product's intent but left without the deeper insight that would make it indispensable, who's competing for their space, where the gaps are, and what action to take next. We brought the missing layer into the core flows. Shelf data now surfaces competitive presence, gap frequency, and actionable detail, turning a snapshot into a decision. The experience was built to be as easy to navigate as it is informative. Short learning curve, clear hierarchy, flows that guide rather than require exploration. Reps open the product and know exactly where they are and what to do next.
02
UX DESIGN
From a snapshot to a source of truth
Eileen showed brands what was happening on shelf. What it couldn't do was tell them what to do about it. Users understood the product's intent but left without the deeper insight that would make it indispensable, who's competing for their space, where the gaps are, and what action to take next. We brought the missing layer into the core flows. Shelf data now surfaces competitive presence, gap frequency, and actionable detail, turning a snapshot into a decision. The experience was built to be as easy to navigate as it is informative. Short learning curve, clear hierarchy, flows that guide rather than require exploration. Reps open the product and know exactly where they are and what to do next.
02
UX DESIGN
From a snapshot to a source of truth
Eileen showed brands what was happening on shelf. What it couldn't do was tell them what to do about it. Users understood the product's intent but left without the deeper insight that would make it indispensable, who's competing for their space, where the gaps are, and what action to take next. We brought the missing layer into the core flows. Shelf data now surfaces competitive presence, gap frequency, and actionable detail, turning a snapshot into a decision. The experience was built to be as easy to navigate as it is informative. Short learning curve, clear hierarchy, flows that guide rather than require exploration. Reps open the product and know exactly where they are and what to do next.
03
Product strategy
New flows built for users who don't have time to learn them
Eileen's core value was clear, but most of the actions that delivered it still happened offline. Reps couldn't create campaigns, complete onboarding, or manage referrals on their own. Every task that lived outside the platform was a reason to disengage from it. We brought those flows in. Campaign creation, onboarding setup, and referrals were designed with one constraint: if it feels new, it can't feel complicated. Fast to learn, faster to complete and with no friction between the intent and the action. Referrals and secondary features weren't treated as extras. They reinforce the product's value and give users a natural way to bring others in turning satisfied reps into a distribution channel.
03
Product strategy
New flows built for users who don't have time to learn them
Eileen's core value was clear, but most of the actions that delivered it still happened offline. Reps couldn't create campaigns, complete onboarding, or manage referrals on their own. Every task that lived outside the platform was a reason to disengage from it. We brought those flows in. Campaign creation, onboarding setup, and referrals were designed with one constraint: if it feels new, it can't feel complicated. Fast to learn, faster to complete and with no friction between the intent and the action. Referrals and secondary features weren't treated as extras. They reinforce the product's value and give users a natural way to bring others in turning satisfied reps into a distribution channel.
03
Product strategy
New flows built for users who don't have time to learn them
Eileen's core value was clear, but most of the actions that delivered it still happened offline. Reps couldn't create campaigns, complete onboarding, or manage referrals on their own. Every task that lived outside the platform was a reason to disengage from it. We brought those flows in. Campaign creation, onboarding setup, and referrals were designed with one constraint: if it feels new, it can't feel complicated. Fast to learn, faster to complete and with no friction between the intent and the action. Referrals and secondary features weren't treated as extras. They reinforce the product's value and give users a natural way to bring others in turning satisfied reps into a distribution channel.
04
WEBSITE REDESIGN
Turning the website into the first step of the sales motion
Eileen's previous website explained the product without selling it. Visitors left without a clear picture of the business value, how it works in practice, or what to do next, costing conversions before the conversation started. We redesigned and built the complete website around the decision Eileen needs visitors to make. The product journey was clarified, capabilities got dedicated structure, and industry pages were created for Beverage, Food, and Health and Beauty. A pricing calculator and a "Start for $10" form turned interest into action without requiring a sales call. The website now works as a conversion asset. Eileen's first website-sourced lead came within the first month of launch.
04
WEBSITE REDESIGN
Turning the website into the first step of the sales motion
Eileen's previous website explained the product without selling it. Visitors left without a clear picture of the business value, how it works in practice, or what to do next, costing conversions before the conversation started. We redesigned and built the complete website around the decision Eileen needs visitors to make. The product journey was clarified, capabilities got dedicated structure, and industry pages were created for Beverage, Food, and Health and Beauty. A pricing calculator and a "Start for $10" form turned interest into action without requiring a sales call. The website now works as a conversion asset. Eileen's first website-sourced lead came within the first month of launch.
04
WEBSITE REDESIGN
Turning the website into the first step of the sales motion
Eileen's previous website explained the product without selling it. Visitors left without a clear picture of the business value, how it works in practice, or what to do next, costing conversions before the conversation started. We redesigned and built the complete website around the decision Eileen needs visitors to make. The product journey was clarified, capabilities got dedicated structure, and industry pages were created for Beverage, Food, and Health and Beauty. A pricing calculator and a "Start for $10" form turned interest into action without requiring a sales call. The website now works as a conversion asset. Eileen's first website-sourced lead came within the first month of launch.
See more work from Foundey
See more work from Foundey
See more work from Foundey
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.