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FreshDirect iPad App

Led design of an award-winning iPad app for New York’s biggest online grocer

Product Strategy, UI Design, Art Direction


FreshDirect had long established its brand as the go-to online grocer in New York City

Looking to improve their mobile shopping experience across the board, FreshDirect saw the iPad as a blank slate to create new ways for customers to shop.

I was hired by FreshDirect’s growth strategy firm MACHINE to supplement the team as the Lead Product Designer. Working alongside MACHINE’s team, leaders at FreshDirect, and their development partner, Door3, we created an iPad experience that matched the quality of Fresh Direct’s carefully sourced food.

The design won a Webby Award for Best Tablet Shopping Experience.


Grocery shopping typically involves grabbing the essentials first, so we put the customer’s frequently ordered items right at their fingertips.


Smaller in-app stores designed with custom photography and badges echoed real-world shopping.

We shared our ideas with customers early in the process

Below are some highlights of new product improvements that resonated most.


A collapsing navigation pattern allows customers to quickly jump in and out of storefronts and categories.

Cooking inspiration

Customers can find recipes, cooking tips and tricks, and producer stories all in one place.

Streamlined checkout

At checkout, customers can view and edit their delivery information, address and payment info, and then checkout with a single tap.

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