Design lead at Picnic
Since 2016
Picnic is an ultra fresh online supermarket offering hassle-free delivery at no extra cost. As an early joiner at Picnic, I’ve had the unique opportunity to combine my UX skills with my passion for physical product design. My current focus lies in crafting seamless experiences for our customers and employees, addressing the following areas:
Consumer App
Shaping a delightful shopping experience to millions of families who rely on Picnic, while reducing the cognitive effort of planning groceries ahead.Enterprise Products
Striking the balance between our relentless strive for efficiency and the employee experience of the many heroes in our supply chain.Last-Mile Delivery Experience
Designing the physical elements of the delivery process, ensuring a smooth and personal experience at our customers' doorsteps, with a strong focus on our custom-built delivery vehicles.
To make meaningful contributions at scale we need a strong team. Together with our Head of Product, I have built and recruited an internal design team of UX designers, researchers, and industrial designers. Our team follows a user-centric design process that revolves around weekly exploration and testing with our end-users.
As Design Lead, I divide my time between coaching designers and contributing to individual projects. Over the years, I’ve worked on various fundamental initiatives, and I’d like to highlight some of them below.
At a design fair in 2023 with part of our team
Individual Contribution
Consumer app - Design for limited senses
Challenge
One of the main barriers preventing people from embracing online grocery shopping is a lack of trust in the quality and freshness of products.
User Research Insights
Our research revealed that the lack of trust in product quality stems from a missing sensory connection. Customers rely heavily on non-visual cues like touch and smell when shopping in person. Additionally, we found that inconsistent visual presentation in our app further eroded confidence.
Solution
To address this, we set out to elevate our visual presentation, ensuring a consistent perception of quality and freshness. This involved reimagining one of our app's most essential components: the product tile. Key improvements included:
Introducing category-specific background colors
Redesigning core interactions with the product tile to enhance usability
Adding greater technical flexibility to incorporate high-quality photography
Reshooting the majority of our product assortment to align with new standards
Impact
While the redesign did not yield significant measurable improvements during AB test, the absence of negative results was considered a success. Given the extensive changes to one of the app's most-used components. We maintained usability while elevating the overall perception of quality. This gives us confidence in the long-term value of these enhancements.
Individual Contribution
Consumer app - Solving the most complex task of grocery shopping
Challenge
We observed that many of our loyal customers primarily purchase non-perishable pantry items from Picnic, relying on brick-and-mortar supermarkets for fresh produce to prepare their evening meals.
User Research Insights
While online grocery shopping saves people significant time and effort, it remains a cognitively demanding task. This is particularly true when planning meals for a family with kids, a complex, multidimensional decision-making process. It involves balancing personal preferences, cooking abilities, nutritional needs, and a busy family calendar. As a result, many customers postpone meal planning and instead visit a physical supermarket on the day itself, guided by old habits, to quickly gather ingredients for dinner on their commute home.
Solution
To address this challenge, we aimed to help our customers plan ahead by creating a week-planner feature. This tool encourages meal planning for several days, offering peace of mind and reducing last-minute supermarket trips. It also helps customers experiment with new recipes while staying within their comfort zones. Collaborating closely with our customers, we designed the week-planner to:
Accommodate highly personal preferences, such as dietary goals, personal objectives, budgets, and available kitchen appliances.
Provide day-specific meal suggestions that blend new and familiar recipes tailored to each family’s needs.
Enable frictionless basket building, allowing customers to add all necessary ingredients for a recipe with ease, simplifying decision-making and providing a clear basket overview.
Impact
Following the launch, we saw a significant increase in the number of meals purchased by our loyal customer base. Additionally, we believe this feature could be a key driver for attracting new customers to Picnic. To maximize its impact, we invested in a dedicated marketing campaign, including a unique TV advertisement showcasing the week-planner feature.
Design Lead
Enterprise Products - Streamlining our supply chain
Challenge
At Picnic, we’ve reimagined the entire supply chain to optimize it for online grocery shopping. This means we source, distribute, and deliver all products ourselves. However, as we innovate at every step, we frequently encounter the limitations of third-party software and hardware.
User Research Insights
Given our highly specific processes, we found that custom-built apps and tools can not only improve efficiency but also enhance the employee experience. By developing our own software, we can better support daily workflows, build stronger relationships, and encourage personal growth. However, balancing efficiency with employee satisfaction remains a challenging puzzle, as we must cater to diverse skills, ambitions, and levels of seniority.
Solution
We’ve built over 15 custom enterprise apps to streamline processes in our warehouses, during deliveries, and at HQ. To ensure quality, our team focuses on:
Frequent user testing: Weekly testing sessions with employees in their work environments provide rapid feedback and enable practical design improvements.
A robust design system: An extensive library of components and usability solutions ensures consistency across devices and coding languages, making it easier for employees to switch between tools.
Advocacy for user-centric features: Beyond efficiency, we prioritize initiatives that improve employee well-being, such as fostering learning, social connection, and positive feedback.
Impact
Our enterprise apps outperform third-party solutions by addressing Picnic’s unique use cases. We’ve established a strong collaboration between designers and developers, fostering an innovative and user-focused culture. While we’ve achieved exceptional usability, we’re just beginning to explore features that enhance employee growth, engagement, and satisfaction on the workfloor.
Design Lead
Industrial Design - Improving Our Last-Mile Delivery Experience
As a UX team, we also focus on the hardware elements that play a crucial role in delivering to our customers. This includes designing clothing, navigation tools, lifting ergonomics, and, of course, our highly customized electric delivery vehicles.
Over the years, we’ve optimized our vehicles for safety, usability, and overall appeal to our customers. These vehicles are more than just functional tools—they’re also our most visible marketing assets, frequently present in the neighborhoods of both current and future customers. We strive to be friendly and considerate guests, minimizing our footprint and reducing friction with traffic during deliveries.
Collaborating with our delivery runners, Picnic’s industrial designers, and external automotive agencies, we’ve implemented numerous upgrades to our fleet. Exciting updates are continually in the pipeline, further enhancing our vehicles. In these projects, I typically take on an art direction role, ensuring the designs align with both our brand and the needs of our users.
Other projects
Question about my work?
Design lead at Picnic
Since 2016
Picnic is an ultra fresh online supermarket offering hassle-free delivery at no extra cost. As an early joiner at Picnic, I’ve had the unique opportunity to combine my UX skills with my passion for physical product design. My current focus lies in crafting seamless experiences for our customers and employees, addressing the following areas:
Consumer App
Shaping a delightful shopping experience to millions of families who rely on Picnic, while reducing the cognitive effort of planning groceries ahead.Enterprise Products
Striking the balance between our relentless strive for efficiency and the employee experience of the many heroes in our supply chain.Last-Mile Delivery Experience
Designing the physical elements of the delivery process, ensuring a smooth and personal experience at our customers' doorsteps, with a strong focus on our custom-built delivery vehicles.
To make meaningful contributions at scale we need a strong team. Together with our Head of Product, I have built and recruited an internal design team of UX designers, researchers, and industrial designers. Our team follows a user-centric design process that revolves around weekly exploration and testing with our end-users.
As Design Lead, I divide my time between coaching designers and contributing to individual projects. Over the years, I’ve worked on various fundamental initiatives, and I’d like to highlight some of them below.
At a design fair in 2023 with part of our team
Individual Contribution
Consumer app - Design for limited senses
Challenge
One of the main barriers preventing people from embracing online grocery shopping is a lack of trust in the quality and freshness of products.
User Research Insights
Our research revealed that the lack of trust in product quality stems from a missing sensory connection. Customers rely heavily on non-visual cues like touch and smell when shopping in person. Additionally, we found that inconsistent visual presentation in our app further eroded confidence.
Solution
To address this, we set out to elevate our visual presentation, ensuring a consistent perception of quality and freshness. This involved reimagining one of our app's most essential components: the product tile. Key improvements included:
Introducing category-specific background colors
Redesigning core interactions with the product tile to enhance usability
Adding greater technical flexibility to incorporate high-quality photography
Reshooting the majority of our product assortment to align with new standards
Impact
While the redesign did not yield significant measurable improvements during AB test, the absence of negative results was considered a success. Given the extensive changes to one of the app's most-used components. We maintained usability while elevating the overall perception of quality. This gives us confidence in the long-term value of these enhancements.
Individual Contribution
Consumer app - Solving the most complex task of grocery shopping
Challenge
We observed that many of our loyal customers primarily purchase non-perishable pantry items from Picnic, relying on brick-and-mortar supermarkets for fresh produce to prepare their evening meals.
User Research Insights
While online grocery shopping saves people significant time and effort, it remains a cognitively demanding task. This is particularly true when planning meals for a family with kids, a complex, multidimensional decision-making process. It involves balancing personal preferences, cooking abilities, nutritional needs, and a busy family calendar. As a result, many customers postpone meal planning and instead visit a physical supermarket on the day itself, guided by old habits, to quickly gather ingredients for dinner on their commute home.
Solution
To address this challenge, we aimed to help our customers plan ahead by creating a week-planner feature. This tool encourages meal planning for several days, offering peace of mind and reducing last-minute supermarket trips. It also helps customers experiment with new recipes while staying within their comfort zones. Collaborating closely with our customers, we designed the week-planner to:
Accommodate highly personal preferences, such as dietary goals, personal objectives, budgets, and available kitchen appliances.
Provide day-specific meal suggestions that blend new and familiar recipes tailored to each family’s needs.
Enable frictionless basket building, allowing customers to add all necessary ingredients for a recipe with ease, simplifying decision-making and providing a clear basket overview.
Impact
Following the launch, we saw a significant increase in the number of meals purchased by our loyal customer base. Additionally, we believe this feature could be a key driver for attracting new customers to Picnic. To maximize its impact, we invested in a dedicated marketing campaign, including a unique TV advertisement showcasing the week-planner feature.
Design Lead
Enterprise Products - Streamlining our supply chain
Challenge
At Picnic, we’ve reimagined the entire supply chain to optimize it for online grocery shopping. This means we source, distribute, and deliver all products ourselves. However, as we innovate at every step, we frequently encounter the limitations of third-party software and hardware.
User Research Insights
Given our highly specific processes, we found that custom-built apps and tools can not only improve efficiency but also enhance the employee experience. By developing our own software, we can better support daily workflows, build stronger relationships, and encourage personal growth. However, balancing efficiency with employee satisfaction remains a challenging puzzle, as we must cater to diverse skills, ambitions, and levels of seniority.
Solution
We’ve built over 15 custom enterprise apps to streamline processes in our warehouses, during deliveries, and at HQ. To ensure quality, our team focuses on:
Frequent user testing: Weekly testing sessions with employees in their work environments provide rapid feedback and enable practical design improvements.
A robust design system: An extensive library of components and usability solutions ensures consistency across devices and coding languages, making it easier for employees to switch between tools.
Advocacy for user-centric features: Beyond efficiency, we prioritize initiatives that improve employee well-being, such as fostering learning, social connection, and positive feedback.
Impact
Our enterprise apps outperform third-party solutions by addressing Picnic’s unique use cases. We’ve established a strong collaboration between designers and developers, fostering an innovative and user-focused culture. While we’ve achieved exceptional usability, we’re just beginning to explore features that enhance employee growth, engagement, and satisfaction on the workfloor.
Design Lead
Industrial Design - Improving Our Last-Mile Delivery Experience
As a UX team, we also focus on the hardware elements that play a crucial role in delivering to our customers. This includes designing clothing, navigation tools, lifting ergonomics, and, of course, our highly customized electric delivery vehicles.
Over the years, we’ve optimized our vehicles for safety, usability, and overall appeal to our customers. These vehicles are more than just functional tools—they’re also our most visible marketing assets, frequently present in the neighborhoods of both current and future customers. We strive to be friendly and considerate guests, minimizing our footprint and reducing friction with traffic during deliveries.
Collaborating with our delivery runners, Picnic’s industrial designers, and external automotive agencies, we’ve implemented numerous upgrades to our fleet. Exciting updates are continually in the pipeline, further enhancing our vehicles. In these projects, I typically take on an art direction role, ensuring the designs align with both our brand and the needs of our users.
Other projects
Question about my work?
Design lead at Picnic
Since 2016
Picnic is an ultra fresh online supermarket offering hassle-free delivery at no extra cost. As an early joiner at Picnic, I’ve had the unique opportunity to combine my UX skills with my passion for physical product design. My current focus lies in crafting seamless experiences for our customers and employees, addressing the following areas:
Consumer App
Shaping a delightful shopping experience to millions of families who rely on Picnic, while reducing the cognitive effort of planning groceries ahead.Enterprise Products
Striking the balance between our relentless strive for efficiency and the employee experience of the many heroes in our supply chain.Last-Mile Delivery Experience
Designing the physical elements of the delivery process, ensuring a smooth and personal experience at our customers' doorsteps, with a strong focus on our custom-built delivery vehicles.
To make meaningful contributions at scale we need a strong team. Together with our Head of Product, I have built and recruited an internal design team of UX designers, researchers, and industrial designers. Our team follows a user-centric design process that revolves around weekly exploration and testing with our end-users.
As Design Lead, I divide my time between coaching designers and contributing to individual projects. Over the years, I’ve worked on various fundamental initiatives, and I’d like to highlight some of them below.
At a design fair in 2023 with part of our team
Individual Contribution
Consumer app - Design for limited senses
Challenge
One of the main barriers preventing people from embracing online grocery shopping is a lack of trust in the quality and freshness of products.
User Research Insights
Our research revealed that the lack of trust in product quality stems from a missing sensory connection. Customers rely heavily on non-visual cues like touch and smell when shopping in person. Additionally, we found that inconsistent visual presentation in our app further eroded confidence.
Solution
To address this, we set out to elevate our visual presentation, ensuring a consistent perception of quality and freshness. This involved reimagining one of our app's most essential components: the product tile. Key improvements included:
Introducing category-specific background colors
Redesigning core interactions with the product tile to enhance usability
Adding greater technical flexibility to incorporate high-quality photography
Reshooting the majority of our product assortment to align with new standards
Impact
While the redesign did not yield significant measurable improvements during AB test, the absence of negative results was considered a success. Given the extensive changes to one of the app's most-used components. We maintained usability while elevating the overall perception of quality. This gives us confidence in the long-term value of these enhancements.
Individual Contribution
Consumer app - Solving the most complex task of grocery shopping
Challenge
We observed that many of our loyal customers primarily purchase non-perishable pantry items from Picnic, relying on brick-and-mortar supermarkets for fresh produce to prepare their evening meals.
User Research Insights
While online grocery shopping saves people significant time and effort, it remains a cognitively demanding task. This is particularly true when planning meals for a family with kids, a complex, multidimensional decision-making process. It involves balancing personal preferences, cooking abilities, nutritional needs, and a busy family calendar. As a result, many customers postpone meal planning and instead visit a physical supermarket on the day itself, guided by old habits, to quickly gather ingredients for dinner on their commute home.
Solution
To address this challenge, we aimed to help our customers plan ahead by creating a week-planner feature. This tool encourages meal planning for several days, offering peace of mind and reducing last-minute supermarket trips. It also helps customers experiment with new recipes while staying within their comfort zones. Collaborating closely with our customers, we designed the week-planner to:
Accommodate highly personal preferences, such as dietary goals, personal objectives, budgets, and available kitchen appliances.
Provide day-specific meal suggestions that blend new and familiar recipes tailored to each family’s needs.
Enable frictionless basket building, allowing customers to add all necessary ingredients for a recipe with ease, simplifying decision-making and providing a clear basket overview.
Impact
Following the launch, we saw a significant increase in the number of meals purchased by our loyal customer base. Additionally, we believe this feature could be a key driver for attracting new customers to Picnic. To maximize its impact, we invested in a dedicated marketing campaign, including a unique TV advertisement showcasing the week-planner feature.
Design Lead
Enterprise Products - Streamlining our supply chain
Challenge
At Picnic, we’ve reimagined the entire supply chain to optimize it for online grocery shopping. This means we source, distribute, and deliver all products ourselves. However, as we innovate at every step, we frequently encounter the limitations of third-party software and hardware.
User Research Insights
Given our highly specific processes, we found that custom-built apps and tools can not only improve efficiency but also enhance the employee experience. By developing our own software, we can better support daily workflows, build stronger relationships, and encourage personal growth. However, balancing efficiency with employee satisfaction remains a challenging puzzle, as we must cater to diverse skills, ambitions, and levels of seniority.
Solution
We’ve built over 15 custom enterprise apps to streamline processes in our warehouses, during deliveries, and at HQ. To ensure quality, our team focuses on:
Frequent user testing: Weekly testing sessions with employees in their work environments provide rapid feedback and enable practical design improvements.
A robust design system: An extensive library of components and usability solutions ensures consistency across devices and coding languages, making it easier for employees to switch between tools.
Advocacy for user-centric features: Beyond efficiency, we prioritize initiatives that improve employee well-being, such as fostering learning, social connection, and positive feedback.
Impact
Our enterprise apps outperform third-party solutions by addressing Picnic’s unique use cases. We’ve established a strong collaboration between designers and developers, fostering an innovative and user-focused culture. While we’ve achieved exceptional usability, we’re just beginning to explore features that enhance employee growth, engagement, and satisfaction on the workfloor.
Design Lead
Industrial Design - Improving Our Last-Mile Delivery Experience
As a UX team, we also focus on the hardware elements that play a crucial role in delivering to our customers. This includes designing clothing, navigation tools, lifting ergonomics, and, of course, our highly customized electric delivery vehicles.
Over the years, we’ve optimized our vehicles for safety, usability, and overall appeal to our customers. These vehicles are more than just functional tools—they’re also our most visible marketing assets, frequently present in the neighborhoods of both current and future customers. We strive to be friendly and considerate guests, minimizing our footprint and reducing friction with traffic during deliveries.
Collaborating with our delivery runners, Picnic’s industrial designers, and external automotive agencies, we’ve implemented numerous upgrades to our fleet. Exciting updates are continually in the pipeline, further enhancing our vehicles. In these projects, I typically take on an art direction role, ensuring the designs align with both our brand and the needs of our users.