GoPuff
Client
Aug 31, 2021
Aug 31, 2021
Redesigning a $15B Delivery Platform for the Future
Overview
Founded in 2013 with a focus on college towns, GoPuff grew by 2021 into a multibillion-dollar delivery company operating across the U.S. and preparing to expand into Europe.
The platform that powered this growth was starting to show its age. GoPuff had big plans for the future, and our task was to redesign the experience to give them the flexibility to scale.
My Role
As Design Lead, I worked with a Principal Designer and two Product Designers.
I led the design team, shaped and managed the design plan, facilitated client meetings and reviews, and presented key work to executive stakeholders.
Planning a Major Platform Shift
One of our first challenges was mapping the existing platform—identifying what needed a full redesign, what could be refined, and what could be carried over.
I created a Product Map to outline the customer journey and prioritize features. This artifact became a shared reference point, helping teams and stakeholders align on scope and priorities throughout the project.The challenge of personalization
The Challenge of Personalization
Personalization was a top priority for GoPuff. Engineering work had already begun, but we needed to define the UX approach.
We developed a system built on two ideas: situational anchors and modular design. Situations were event-driven contexts—like Super Bowl Sunday, morning rush hour, or the first day of spring—tailored by region.
The redesigned UI was modular from top to bottom, from the Home Screen to checkout widgets. This allowed the platform to adapt dynamically to different demographics, locations, and user situations, setting the stage for GoPuff’s evolving needs.
Redesigning a $15B Delivery Platform for the Future
Overview
Founded in 2013 with a focus on college towns, GoPuff grew by 2021 into a multibillion-dollar delivery company operating across the U.S. and preparing to expand into Europe.
The platform that powered this growth was starting to show its age. GoPuff had big plans for the future, and our task was to redesign the experience to give them the flexibility to scale.
My Role
As Design Lead, I worked with a Principal Designer and two Product Designers.
I led the design team, shaped and managed the design plan, facilitated client meetings and reviews, and presented key work to executive stakeholders.
Planning a Major Platform Shift
One of our first challenges was mapping the existing platform—identifying what needed a full redesign, what could be refined, and what could be carried over.
I created a Product Map to outline the customer journey and prioritize features. This artifact became a shared reference point, helping teams and stakeholders align on scope and priorities throughout the project.The challenge of personalization
The Challenge of Personalization
Personalization was a top priority for GoPuff. Engineering work had already begun, but we needed to define the UX approach.
We developed a system built on two ideas: situational anchors and modular design. Situations were event-driven contexts—like Super Bowl Sunday, morning rush hour, or the first day of spring—tailored by region.
The redesigned UI was modular from top to bottom, from the Home Screen to checkout widgets. This allowed the platform to adapt dynamically to different demographics, locations, and user situations, setting the stage for GoPuff’s evolving needs.