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Consumer

At consumer scale, a small friction is a very large number.

Retail and grocery: search, basket, checkout, substitutions, delivery windows. Millions of ordinary decisions, most of them made one-handed.

Industry
Consumer
Where
Amazon · Safeway
When
Within 2013 — 2019
Role
Product & UX leadership
BananasBunch of five · $1.89
Oat milk1 litre · $4.49
SourdoughSliced loaf · $5.25
EggsDozen, free-range · $6.99
Basket · illustrative
0
items · $0.00

Tap the substitution preference on any item. Asked once, remembered for the next shop.

Every target is thumb-sized. Intent is stated once.

The screens.

Four designed screens · desktop and mobile · drag to explore →

Shop
Web · store operations
Basket
Delivery window

Sample screens designed for this portfolio to show the thinking. Not production UI, and no client branding.

The calls I made.

Design for the thumb and the distracted.

The primary action is reachable, obvious and forgiving. Nobody shops with both hands and full attention.

Let people state intent once.

Substitution and delivery preferences are asked once, remembered, and easy to change at the moment they matter.

Measure the basket, not the click.

A screen wins when the order is right and arrives as expected, not when a button gets tapped more.

Scale punishes cleverness.

Patterns have to survive every locale, device and edge case. Boring and consistent beats novel and fragile.