GoPuff
Client
Aug 31, 2021
GoPuff
Client
Aug 31, 2021
GoPuff
Client
Aug 31, 2021
Redesigning a $15B delivery company to scale for the future.
Overview
GoPuff was founded in 2013 based on a focused market in college towns, but as of 2021 it had grown into a multibillion dollar company across the United States with plans for Europe.
The platform had brought them this far, but it was also limited based on its age and where it started. GoPuff had ambitious plans for growth and we were tasked with redesigning it to create flexibility for the future.
My Role
I was the Design Lead coordinating with a Principal Designer and 2 Product Designer.
My core responsibilities were design team leadership, defining and managing the design plan, leading client meetings and reviews, and key presentations with executive stakeholders.
Planning a major platform shift
One early challenge was to map out what existed, what deserved priority for redesign, and what only needed to be carried over. I authored this Product Map to help establish a journey and feature prioritization of the experience, which then allowed us to re-prioritize our scope.
This artifact helped over the course of the whole project, acting as an essential touchstone for ongoing conversations between multiple stakeholders.
The challenge of personalization
The other major challenge was how to implement personalization. GoPuff came to us knowing that would be a focal point, and had already started engineering efforts, but we needed to take on the UX evaluation and solution generation.
We used a combination of situational anchors and modular design as our approach. In terms of situations, based on conversations with stakeholders, we came up with key situations like preparing for the Super Bowl, morning rush hour, or the first day of Spring. Each of these represented situations that the app should adapt to (also based on region of the user).
To support that we also redesigned the UI to be more modular, allowing the platform to shift and adapt based on demographics, locations, and situations like noted above. From the entire Home Screen to modular widgets in the checkout, we designed a system that could adapt to their future needs.
Redesigning a $15B delivery company to scale for the future.
Overview
GoPuff was founded in 2013 based on a focused market in college towns, but as of 2021 it had grown into a multibillion dollar company across the United States with plans for Europe.
The platform had brought them this far, but it was also limited based on its age and where it started. GoPuff had ambitious plans for growth and we were tasked with redesigning it to create flexibility for the future.
My Role
I was the Design Lead coordinating with a Principal Designer and 2 Product Designer.
My core responsibilities were design team leadership, defining and managing the design plan, leading client meetings and reviews, and key presentations with executive stakeholders.
Planning a major platform shift
One early challenge was to map out what existed, what deserved priority for redesign, and what only needed to be carried over. I authored this Product Map to help establish a journey and feature prioritization of the experience, which then allowed us to re-prioritize our scope.
This artifact helped over the course of the whole project, acting as an essential touchstone for ongoing conversations between multiple stakeholders.
The challenge of personalization
The other major challenge was how to implement personalization. GoPuff came to us knowing that would be a focal point, and had already started engineering efforts, but we needed to take on the UX evaluation and solution generation.
We used a combination of situational anchors and modular design as our approach. In terms of situations, based on conversations with stakeholders, we came up with key situations like preparing for the Super Bowl, morning rush hour, or the first day of Spring. Each of these represented situations that the app should adapt to (also based on region of the user).
To support that we also redesigned the UI to be more modular, allowing the platform to shift and adapt based on demographics, locations, and situations like noted above. From the entire Home Screen to modular widgets in the checkout, we designed a system that could adapt to their future needs.
Redesigning a $15B delivery company to scale for the future.
Overview
GoPuff was founded in 2013 based on a focused market in college towns, but as of 2021 it had grown into a multibillion dollar company across the United States with plans for Europe.
The platform had brought them this far, but it was also limited based on its age and where it started. GoPuff had ambitious plans for growth and we were tasked with redesigning it to create flexibility for the future.
My Role
I was the Design Lead coordinating with a Principal Designer and 2 Product Designer.
My core responsibilities were design team leadership, defining and managing the design plan, leading client meetings and reviews, and key presentations with executive stakeholders.
Planning a major platform shift
One early challenge was to map out what existed, what deserved priority for redesign, and what only needed to be carried over. I authored this Product Map to help establish a journey and feature prioritization of the experience, which then allowed us to re-prioritize our scope.
This artifact helped over the course of the whole project, acting as an essential touchstone for ongoing conversations between multiple stakeholders.
The challenge of personalization
The other major challenge was how to implement personalization. GoPuff came to us knowing that would be a focal point, and had already started engineering efforts, but we needed to take on the UX evaluation and solution generation.
We used a combination of situational anchors and modular design as our approach. In terms of situations, based on conversations with stakeholders, we came up with key situations like preparing for the Super Bowl, morning rush hour, or the first day of Spring. Each of these represented situations that the app should adapt to (also based on region of the user).
To support that we also redesigned the UI to be more modular, allowing the platform to shift and adapt based on demographics, locations, and situations like noted above. From the entire Home Screen to modular widgets in the checkout, we designed a system that could adapt to their future needs.