Product Strategy & Design Leader


Good Eggs, founded in 2011, is an online market that delivers groceries to customers' homes throughout the Bay Area, seven days a week. Food items are sourced from local farmers & food makers to customer doorsteps.

The team at Good Eggs contacted me in 2012. They were about to expand services to the entire Bay Area. (Previously, it was SF-only). They knew they needed a site redesign for the expanded offering. 

After stakeholder discussions and audience research, I developed a product strategy to focus on vendor storytelling and discovery tools. At the time, Good Eggs was growing rapidly, but the core values remained. It was all about the farmers and food makers. Customers were passionate about farmers markets, and knowing exactly where/who their food came from.

I suggested adding a new type of content: Farmers/Foodmakers' bios and stories, and discovery tools (now that customers had more vendors to choose from).

I sketched/wireframed map-based shopping tools, and customization for both the user and farmer/foodmaker.

Work included: UX direction, strategy (product and content), sketches, and design.