Customer Experiences

Great products make the transition between physical and digital feel like magic.

Technology is at its best when it fades into the background.

These projects explore how digital products support the moments people encounter every day—from shopping and dining to making more sustainable choices.

Shopping Without Limits

Verizon Endless Aisle

Giving a smaller-format store access to a full retail catalog.

Omnichannel retail · Multi-form-factor system

Sketch of a customer browsing accessories at an Endless Aisle shelf display — Fig. 1The full catalog, built into the store itself.

As Verizon introduced smaller footprint stores, reduced inventory came with a tradeoff: customers still expected the choice and confidence of shopping in a full-sized store.

I designed Endless Aisle, an in-store shopping experience that gave customers access to Verizon’s complete product catalog without disrupting the physical retail experience. Rather than feeling like a website inside the store, the interface was built as an extension of the environment itself, mirroring the layout of physical displays and using interactions familiar to the space.

As the concept expanded, it grew into a family of products across multiple form factors, including a 96-inch interactive backwall, all built from a shared design system that adapted to different retail contexts.

5 Form factors, one shared design system

Fig. 2The happy path, prototyped.

Five form factors of the Endless Aisle system, from a small shelf tag to a 96-inch interactive backwall — Fig. 3One system, five form factors, from a shelf tag to the 96-inch backwall.

Fig. 4The 96-inch backwall, in motion.

Endless Aisle app map, showing the Shop Accessories and Scan flows from start screen through checkout — Fig. 5The app map.

Finding Your Salad

Sweetgreen Pickup Experience

Redesigning order pickup to keep pace with a surge in mobile ordering.

Discovery project · Restaurant operations · Pickup experience

3D render of the pickup cubby wall, with a customer standing in front of it — Fig. 6Each order routed to a specific cubby, not a shared counter.

As mobile ordering grew during COVID, finding a completed order became a source of friction. During peak lunch hours, a single restaurant could have more than 100 salads waiting for pickup within a fifteen-minute window, creating congestion for customers and delivery couriers alike.

I led a discovery project to explore how customers could find their orders faster, and how pickup could work more efficiently for restaurant teams. The concept we landed on assigned each order to a specific pickup cubby, communicating its location through the order-ready notification, the mobile app, and an in-store digital display.

100+ Completed orders waiting for pickup at once

15 min Window in which they all arrived, at peak lunch

Service blueprint showing the team member flow, back-end system, and customer touchpoints for cubby pickup — Fig. 7The full flow: team member actions, back-end state changes, and what the customer sees.

Making Reuse Feel Effortless

ReusePass App

Designing a borrow-and-return experience that helped customers build better habits.

End-to-end product design · Circular economy platform

A hand holding a phone showing the ReusePass QR code screen, on a wooden table — Fig. 8Users receive unique QR codes that enable them to scan out reusable containers.

Reusable packaging only works if borrowing and returning feels as easy as throwing something away.

As Topanga’s second employee, I helped build ReusePass from the ground up, designing the end-to-end experience for borrowing, using, and returning containers across university campuses. Every interaction was designed to reduce friction, from sign-up in busy dining halls to reminders that encouraged students to return containers on time, helping students build lasting habits without adding work.

380,000+ Students onboarded across university campuses

Three ReusePass screens: the campus home screen with rental status, the account activity view with impact stats, and the digital pass with QR code — Fig. 9Active ‘rentals’, impact, and wallet pass.

Timeline diagram of the ReusePass checkout window, showing the late, charge-pending, and charged stages with SMS touchpoints — Fig. 10The checkout timeline, from due date to charge, with a reminder along the way.

Discovering the Value of Apple Watch

Apple In-Store Activations

Helping customers understand what Apple Watch could do for them, before asking them to buy one.

Customer research · Journey mapping · In-store strategy

For many customers, the biggest barrier to buying Apple Watch wasn’t choosing a model. It was understanding why they needed one. Research showed that shoppers often saw Watch as another iPhone worn on the wrist, rather than a product with its own reasons to own it.

I helped shape an in-store experience that let customers explore Apple Watch through their own interests and goals. Rather than leading with features and specifications, the experience helped customers see how Watch could fit their daily life before guiding them toward the model that matched their needs.

Early sketch of an in-store Apple Watch and iPhone pairing display (blurred; details available on request) — Fig. 11This work is private. Please reach out to discuss it in more detail.

Understanding how people move through the world is key to building great products.

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