Safeway

United States

Process Development

Product Design

Product Innovation

User Experience

Safeway Pickup & Delivery | Principal Product Designer
Albertsons Companies
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I led end to end UX strategy for Safeway’s Pickup & Delivery platform, redesigning core fulfillment workflows used by over 2,000+ stores. My focus was on reducing order handoff times, improving operational transparency, and driving consistency across associate tools, resulting in faster pickups, fewer errors, and increased customer satisfaction.

Problem

Customers experienced long wait times, limited real time order visibility, and inconsistent pickup experiences across stores. Internally, associates struggled with fragmented workflows and non-standard processes, slowing operations and eroding customer trust.

Solution

Partnering closely with product, engineering, and operations, I designed scalable solutions that streamlined associate workflows, enhanced order visibility, and introduced monetizable digital touch points to drive incremental revenue.

Key Outcomes

18% reduction in handoff wait times, increasing order throughput and customer satisfaction.
50%+ lift in real-time engagement through enhanced order tracking and proactive notifications.
$10.8M+ projected annual revenue uplift from optimized fulfillment flows and smarter order editing.
$513K in new ad revenue (pilot) from monetized pickup screens.

Design System Leadership

To accelerate delivery and ensure cross-team consistency, I led the creation of a fulfillment focused design system now adopted by 12+ product teams and 60+ cross functional partners.

Drove 35% increase in component reuse, enabling faster, more consistent launches.
Built and maintained a unified Figma library with clear documentation, usage guidelines, and accessibility standards to support scalable growth.

Strategic Execution

Blended player/coach leadership, elevating design quality while shaping roadmap priorities.
Led prototyping, usability testing, and iterative design to de-risk decisions and accelerate validation.
Used design storytelling to align stakeholders, build empathy across teams, and unlock executive support and resources.

Impact

This work played a key role in Safeway’s digital transformation, scaling fulfillment operations, strengthening brand consistency, and enabling the business to meet rising customer expectations in an increasingly competitive grocery delivery landscape.
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