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I led the end-to-end redesign of the Club’s grocery platform, deployed across destinations worldwide. The outdated, search-only system with a 300-item database was replaced by a 3,000+ item, mobile-first experience featuring global categories, intuitive browsing, brand synonym mapping, and detailed customization options.
Working closely with operations, engineering, and marketing, I built the database from scratch, designed the full flows, and implemented a feedback mechanism to capture member input. The launch was a success, driving engagement and earning an average 4.8/5 satisfaction rating from 100+ members.
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The new site launch left grocery barebones and broken. Members lost the ability to browse by category, a feature they had valued in the old system, and were stuck with search-only flows. The database of 300 items was outdated, inconsistent, and littered with branded products that didn’t apply across destinations.
Despite internal acknowledgment that “grocery is a problem,” no one owned it. The lack of clear categorization, unreliable item availability, and poor user flows made trip planning frustrating for members and unmanageable for resort operations.
I stepped forward as sole designer and project lead, owning the effort from research to launch. Partnering with operations, I designed a global, mobile-first grocery system built on a brand-new database of 3,000+ standardized items across common departments and categories.
I layered in brand synonym mapping, detailed customization (e.g., “do not substitute,” “organic only”), and preferred price ranges for wine & spirits. To ensure adoption, I launched with educational campaigns, a built-in feedback loop, and a controlled beta release—all of which contributed to strong engagement and a 4.8/5 satisfaction rating post-launch.
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I led the end-to-end redesign of the Club’s grocery platform, deployed across destinations worldwide. The outdated, search-only system with a 300-item database was replaced by a 3,000+ item, mobile-first experience featuring global categories, intuitive browsing, brand synonym mapping, and detailed customization options.
Working closely with operations, engineering, and marketing, I built the database from scratch, designed the full flows, and implemented a feedback mechanism to capture member input. The launch was a success, driving engagement and earning an average 4.8/5 satisfaction rating from 100+ members.
The new site launch left grocery barebones and broken. Members lost the ability to browse by category, a feature they had valued in the old system, and were stuck with search-only flows. The database of 300 items was outdated, inconsistent, and littered with branded products that didn’t apply across destinations.
Despite internal acknowledgment that “grocery is a problem,” no one owned it. The lack of clear categorization, unreliable item availability, and poor user flows made trip planning frustrating for members and unmanageable for resort operations.
I stepped forward as sole designer and project lead, owning the effort from research to launch. Partnering with operations, I designed a global, mobile-first grocery system built on a brand-new database of 3,000+ standardized items across common departments and categories.
I layered in brand synonym mapping, detailed customization (e.g., “do not substitute,” “organic only”), and preferred price ranges for wine & spirits. To ensure adoption, I launched with educational campaigns, a built-in feedback loop, and a controlled beta release—all of which contributed to strong engagement and a 4.8/5 satisfaction rating post-launch.