Craft
e-Commerce
Organisation
Ocado Technology
Changing the way the world shops
I joined Ocado in 2016 and have been shaping the Shopping customer experience ever since, first as a UX Designer (2016–2021) and, more recently, as a UX Manager (2021–present).
Throughout this time, I’ve been responsible for the end-to-end shopping journey, from onboarding and slot booking, all the way through checkout, payments, and what happens after an order is placed. I’ve worked closely with multiple product and engineering teams, including Checkout, where I led initiatives such as the evolution of our payments experience and the design of our recurring orders engine from the ground up.
Designing a single platform that works across different countries and cultures has been (and still is) one of the most exciting challenges of my career. It pushed me to rethink how people shop around the world, and gave me the space to bring my own perspective on how those experiences can be better, simpler, and more human.
Designing everyday shopping journeys that feel effortless and delightful
During my nearly 10 years at Ocado Technology, leading the ecommerce experience for the Ocado Smart Platform, my focus was on turning first-time shoppers into loyal customers. I worked on reducing friction across the journey and on learning algorithms that surfaced the right content and products at the right moment, based on real customer needs.
Alongside the end customer, I balanced the goals of our retail partners, from increasing basket size through enhanced checkout experiences to improving delivery efficiency by introducing saver slots.
I was also involved in shaping our non-saved payments flow, giving customers the option to pay without storing their card details and adding flexibility and trust to the checkout experience.
In all my years at Ocado I designed many features for both iOS and Android Mobile Apps and of course Desktop. One of the biggest achievements during this period was the entire redesign of the Android apps to make them more native and the creation of a single and unified Design System for Ocado Retail. I’ve focused specially about the nativeness of the platforms and expanding my knowledge of both Android and iOS environments. In fact, one of greatest things of working on a platform that goes end to end is the fact that I can interact with all the platforms available, from desktop and mobile platforms to voice devices like Alexa. Additionally, I’ve always been drawn to iconography creation, and as a result of this interest I created some guidelines, not only for Ocado but for our current platforms as well.
Finally, I'd like to list some of the projects I've worked and lead on during this time at Ocado Technology:
Android Redesign
an adaptation of the entire platform to the current trends.
Empty States and Error Stares
Control of dead ends and error management within the OSP Platform solution.
Failed Payments and Non Saved card payments
Iconography guidelines and grid
Validators and Notifications
Since 2021 I'm the lead in charge of shaping the Checkout and Order placement of the whome OSP Ecommerce platform.
Snack-sized product stories
Smart Shop
e-commerce
Mobile & Web
B2C
Challenge
Online grocery shopping is often treated as a repetitive task rather than a discovery experience. Research and behavioral data showed that many customers wanted a faster, lower-effort way to complete recurring purchases without relying heavily on search or category navigation. The challenge was designing a predictive shopping experience that reduced friction while still feeling useful and trustworthy.
Results
Smart Shop introduced an assisted basket-building flow powered by user behavior and shopping patterns. Despite being a completely new interaction model within a traditionally search-driven experience, the feature contributed to increased order frequency and larger baskets among engaged users. Over time, it also became a strong retention driver for recurring shoppers.
+1,6%
Increse in orders placed
+0,4%
Increase in basket size
7,8%
of basket additions now come from smart shop
Recurring Orders
e-commerce
Mobile & Web
B2C
B2B
Challenge
Business customers frequently placed identical or near-identical orders, yet the existing “repeat order” flow required multiple manual steps and depended heavily on delivery slot availability. Users often missed their preferred slots simply because they reordered too late in the journey. The challenge was streamlining recurring purchases into a faster, more proactive experience.
Results
Recurring Orders introduced a lightweight workflow that allowed customers to schedule and repeat purchases with significantly less friction. Originally designed for B2B operations, the feature performed strongly enough to expand into the B2C experience, supporting habitual grocery shopping behaviors at scale. Since launching in 2019, it has remained a core part of the ordering ecosystem.
-2,2s
average time to place an order
1,8%
feature adoption
0.6%
Reductions in abandoned baskets
On Demmand
Delivery
Logistics
Mobile & Web
B2C
Challenge
Our platform was originally built around scheduled deliveries, with operational systems optimized for planned fulfillment and stock preparation. As customer expectations shifted toward immediacy, we needed to introduce an on-demand delivery model without disrupting the existing booked-delivery experience. The challenge was designing two parallel delivery journeys, each with different pricing, availability, and product ranges in a single cohesive platform.
Results
Working closely with the Delivery Experience team, we launched a dual-delivery ecosystem supporting both scheduled and on-demand orders. The solution was first adopted by Morrisons and Ocado Retail, validating demand for faster fulfillment options within grocery eCommerce. Early adoption has been strong, while ongoing iterations continue to optimize clarity between both delivery propositions.
+1M
Order placed using On Demmand
0,77%
slot conversion
+0,4%
checkout conversion
Flexible Payments
Payments
Mobile & Web
API
B2B
Challenge
Designing a scalable payment experience across 20+ retailers meant supporting vastly different business rules, providers, and customer expectations. Some retailers relied on proprietary wallets, while others integrated third-party solutions such as Apple Pay, PayPal, Braintree, or Bambora. The challenge was creating a unified checkout experience flexible enough to accommodate technical, legal, and operational complexities without increasing friction.
Results
Working closely with engineering and platform teams, we designed a modular payment flow capable of adapting to multiple providers and retailer-specific requirements. The project involved redefining payment entry points, handling additional compliance steps, and supporting a wide range of integration scenarios while maintaining a cohesive customer experience. The outcome was a more resilient checkout flow where payment choice became an enabler rather than a blocker to conversion.
-1,8%
drop in order placement confirmation
+4
payments APIs integrated
0,11%
increase in shopping frequency
Experience Refresh
UI Design
Responsive Design
Design System
Challenge
As the platform evolved, the interface gradually accumulated inconsistencies and outdated patterns. While feature delivery often took priority, maintaining a modern and cohesive experience remained essential for usability, trust, and overall product perception.
Results
The redesign refreshed the visual language while preserving familiar user behaviors and flows. Beyond improving consistency across the platform, the update was positively received by both customers and internal teams, avoiding the resistance often associated with large UI changes.
4,2
All supported apps maintain ratings above
4,6
Average app store scores
