Safeway
Safeway Pickup & Delivery | Principal Product Designer
Albertsons Companies
I led end to end design strategy for Safeway’s Pickup & Delivery suite, transforming complex fulfillment workflows into intuitive, revenue generating experiences across thousands of locations. My focus: reduce wait times, increase real time transparency, and improve internal consistency for both customers and store associates.
Problem
Customers faced long handoff wait times, lacked real time updates, and encountered inconsistent experiences across stores. Internally, associates struggled with non standard processes, hurting efficiency and customer satisfaction.
Solution
Through deep partnership with product, engineering, and ops, I designed scalable systems that simplified workflows, increased visibility, and monetized new digital touch points.
Key Outcomes
- 18% reduction in handoff wait times, increasing throughput and satisfaction
- 50%+ boost in real time engagement via improved order tracking & notifications
- $10.8M+ projected revenue uplift from redesigned flows and smarter order editing
- $513K in new ad revenue from monetized pickup screens (pilot success)
Design System Leadership
To accelerate feature velocity and ensure consistency, I spearheaded a fulfillment specific design system now used by:
- 12+ product teams and 60+ cross functional partners
- Resulted in 35% more component reuse and faster launches
I maintained a unified language in Figma with clear documentation, usage guidelines, and accessibility support.
Strategic Execution
- Balanced player/coach leadership, guiding design quality while influencing roadmap priorities
- Led prototyping, usability testing, and iterative design to de-risk product decisions
- Used design storytelling to align stakeholders, build empathy, and unlock resources
Impact
This work was pivotal in Safeway’s digital transformation, scaling operations, increasing brand consistency, and meeting rising customer expectations in a competitive grocery delivery market.
