FreshDirect Experience
Year
2024
Role
Lead Product Designer
Platform
Web & Mobile
Duration
6 months
Challenge
Following FreshDirect's acquisition by Getir, a dedicated cross-functional team was formed to bridge two very different product cultures. Key flows had inconsistencies, trust signals were weak, and the product needed to feel cohesive to a US audience while aligning with Getir's global standards.
Tools
Focus areas
Global collaboration, service experience, UX improvements, product alignment
Goal
Identify and resolve the highest-impact UX gaps across FreshDirect's core journeys — improving checkout confidence, navigation clarity and overall product alignment — within a tight 6-month collaboration window.
Design explorations
Impact
Delivered a cohesive product experience across a high-stakes global acquisition.
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