I began at Feed as a marketing motion designer, but had the great opportunity to work on the product and help transform it into something that customers across the west coast love.
Originally, Feed was a e-commerce company called Popcorn. Popcorn's value proposition was that it delivered groceries and snacks in less than 15 minutes. I joined as a visual designer working on marketing motion graphics such as this video, which was displayed in the Oakland stadium:
Popcorn pivoted to a pre-order grocery delivery model, away from the quick commerce model, and rebranded as Pop. I got promoted as Product and Visual Designer and built high-fidelity wireframes under a new Head of Design.
The new Pop app attempted to adapt the popular "group buying" format of ecommerce from China, such as Pinduoduo.
While working on the UI of the product, I also had the pleasure to work on marketing videos such as this one which went on the marketing landing page:
Eventually the company soft-pivoted away from the group buying model, and rebranded as Feed: a e-commerce delivery company with a social network for foodies.
To pull off this second pivot, we commissioned a rebrand from Studio Linear. We received font pairing, colors, and a new logo. I was promoted again to Senior Visual and Product Designer, and I was entrusted to redesign the entire UI of the app from scratch based on these new brand guidelines.
I also worked directly with our Product Manager, COO, and CEO to design the UI and UX of new features in the app, which you can read more about here.
I have grown a lot not just as a designer, but also as a person from working at Feed. If there were three things that helping build Feed has taught me so far, it would be these:
During the Pop era, group buys seemed like sound logic that had been tested elsewhere in the world. However, our data showed that users rarely completed group buys. When I realized that group buys were putting unnecessary friction between users and their checkout, I advocated for us to shift to eliminate the group buy flow and return to an ordinary e-commerce flow.
When building a product with agility, it's important to communicate with developers and product managers and be conscious of what kinds of design solutions would be more or less costly.
People love to use a product that is beautifully crafted.
Read more about Feed's development.
