Gopuff
Scaling a Rapid Delivery App for Millions
Background
By 2021, GoPuff had grown from a college-town startup to 400+ cities, with ambitions to expand into new markets and product lines. But the mobile app was still built on its original architecture — limited, outdated, and unable to scale for the next decade of growth.
Objective
Objective
Drove redesign strategy and execution over 4 months.
Facilitated executive workshops and alignment.Led design team through information architecture, UX flows, and brand evolution.
Partnered closely with product managers to shape feature prioritization and rollout.
Approach
Aligning the Vision
The company needed clarity on what to keep, what to evolve, and what to rebuild.
Action: Co-created a Product Map with the product team, combining user journeys, features, and epics into a single view.
Impact: Gave executives a shared framework to prioritize goals and make trade-offs.
Designing for Discoverability
The app had to support thousands of products across multiple verticals.
Action: Built and tested wireframe scenarios for search, browsing, and casual exploration.
Impact: Validated new information architecture with users, ensuring products could be found quickly across categories.
Evolving the Brand
The app had to support thousands of products across multiple verticals.
Action: Built and tested wireframe scenarios for search, browsing, and casual exploration.
Impact: Validated new information architecture with users, ensuring products could be found quickly across categories.
Building for Personalization
Static layouts limited how GoPuff could target different customers.
Action: Designed component variations for the home screen, product carousels, and detail pages — from “no promos” to “major event takeovers.”
Impact: Enabled tailored experiences by user segment, location, or event, freeing teams from competing for fixed screen space.
Outcomes
Scalable IA
Executive Alignment
Flexible Brand System
Personalization Toolkit
Reflections
This project reinforced my strength in blending design leadership and product strategy — mapping complex systems, aligning stakeholders, and delivering a design foundation that can evolve with the business.
