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Flashfood
Turning ambiguity into clarity — revamping shopper + partner apps and shaping design’s role.
Date:
2022 - Present
Role:
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Product Design
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Research & Insight
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Design Leadership
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People Development
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Strategy & Alignment
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Systems & Maturity
I joined Flashfood in August 2022, drawn by the mission to reduce food waste — one of the biggest ways to help the environment. Every meal saved means families spend less and grocers waste less, and I saw how design could unlock that impact.
When I arrived, design was scattered between Product and Marketing with no real identity as a function. I pulled those pieces together, built a unified design team, and led both shopper and partner products — while also managing brand design along the way.
Through ambiguity, I rebuilt design into something stronger: clearer systems, tighter alignment, and more influence in product strategy. The work paid off — the shopper app became simpler and more trustworthy, the partner app faster and easier to use, and adoption grew on both sides of the marketplace.
Today, I continue to lead design across shopper and partner products while shaping how design shows up in the company — proving that even without a formal department, design can drive impact at scale.
Three ways I shaped design at Flashfood:
The challenge ahead is to make it indispensable everywhere I go.
My contributions
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Redesigned the shopper app for clarity and discovery, shifting from map view to a streamlined list.
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Redesigned the partner app for speed and adoption, enabling faster posting through research-driven workflows.
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Unified design direction by pulling scattered efforts into one function and implementing workflows to boost creativity and productivity.
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Drove strategy with research on competitors, segmentation, and retention to guide roadmap priorities.
More works