As one of the early design hires on the mobile app team, I designed and shipped various experiences that helped shape the app from a proof of concept into a high growth product, reducing ad spend, and brought in hundreds of millions in revenue within 2 years.
ROLE
TIMELINE
Aug 2022 - Ongoing
Team
why this matters
66% mobile traffic but no mobile app
WebstaurantStore is the largest online restaurant supplier, providing businesses and individuals with everything from large-scale equipment to everyday foodservice essentials.
Most our orders were traditionally placed on desktop. With 66% of traffic coming from mobile (mostly iOS), it was clear the company needed a better way to serve users on the go.
RESULTS
Launched in 8 months & we’ve been growing ever since
The WebstaurantStore app launched in Apr 2023, with Android following in Sep 2024. Its real breakthrough came toward the end of 2024, hitting a major revenue milestone.
Some stats we’ve achieved within 2 years
400%
$X M
saved in ads spending
$XXX M
For confidentiality reasons, I have omitted the actual values for these metrics
Key projects
I worked on many more projects at Mobile App team; if you're interested in hearing about any of them, reach out to me.
app: from 0 → 1 | SEP 2022 - APR 2024
Translating the core experience
I was responsible for the Order Management, Reordering experience and Account features for the Mobile App MVP launch, as well as creating marketing assets to support the product vision.
40k
$X M
in revenue
$XX,XXX
saved in ad spent
For confidentiality reasons, I have omitted the actual values for these metrics
Designed and shipped the app’s first order flow, making tracking numbers easier to find and orders simpler to manage. This work also set the foundation for improvements later rolled out on the web platform.
Reimagined the Buy Again experience to help customers find items they’ve purchased before easier & faster in app.
A unified account dashboard
Designed a mobile account dashboard that puts everything customers need in one place, with visual touches for company top-tier members to make them feel valued.
Driving initial adoption through marketing
The app quietly launched in April 2023 and quickly gained traction. I created key launch assets like app screenshots, landing page, and email announcement for the public release in September.
app: from 1 → growth | Apr 2024 - ongoing
How can we take what we build and optimize it for growth?
After launch, we shifted our focus from shipping fast to refining the experience and laying the foundation for growth.
I led end-to-end design for several key growth initiatives, partnering with product and marketing teams to improve the user experience, boost customer retention, and drive revenue.
$XXX M
in revenue
Cutting reorder time by
~ 59%
across user segments
For confidentiality reasons, I have omitted the actual values for these metrics
Improve user engagement
Worked closely with developers to design respectful push notifications that re-engaged users with timely updates, such as sales and promotions without spamming them.
Improving Order experience (Order 2.0)
Reimagined the order experience to help customers complete their tasks more quickly and enhance the overall experience, using data and user feedback from the first launch.
Personalizing the experience
Delivered a visual refresh for the homepage and designed tailored product recommendations based on purchase history and browsing behavior.
Redesigned the experience for top-tier members (Plus) with clearer benefit tracking, personalized savings highlights, and quicker access to exclusive perks.
Turning website users into app customers
Many loyal web customers hadn’t adopted the app, leading to missed retention opportunities. I worked on email and web ad campaigns to raise app awareness and encourage downloads, primarily targeting our existing website customers.
And many more…
None of this would have been possible without the wonderful, kind and amazing team of products, designers, engineers, QAs, business analysts, marketers and leadership at WebstaurantStore.
