Every benefit change went through an Account Manager. I designed the admin interface that let businesses run it themselves.

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Cubbi Credit Dashboard

Product Overview

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Cubbi is a B2B meal delivery service — freshly prepared cold meals, delivered directly into office fridges across Canadian cities.

Credits are how businesses subsidize employee meals — loaded as a balance, deployed through configurable benefits scoped by service, schedule, and team.

Project timeline — 12 weeks
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Month 1 Month 2 Month 3

Research methods

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Research artifacts
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Original 40-field internal form, colour-coded by what each field was for
Where it started

The original internal form — 40 fields, no grouping, no logic. Every field was audited before a single screen was drawn:

To keepTo simplifyTo remove or automate
Benefit type dependency map
How it was reduced

The benefit dependency map, built with engineers. It groups parameters by what they actually control, isolates the minimum a benefit needs to exist, and marks conditions that can be derived instead of asked — together they cut the form from 40 fields to 12 essential inputs.

Users

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Customer journey — before the dashboard
Stage
User action
Emotion
Pain point
Design response
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Problems

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“ Research interviews (Business admin)

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Key Decisions

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Decision artifacts
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Terminology alignment table

Seven teams, up to six names for the same concept. Before a single screen was drawn we agreed one vocabulary and wrote it down — left is what a term used to be called, right is what it means now, identically everywhere.

Design Solutions

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Go to Market

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The Outcomes

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The Learnings

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