Lead Product Designer
Digital Menu and Signage Platform
(2025)
The Project
I was contracted as a Product Designer for six months to support Wand Digital through a complex platform migration, consolidating multiple internal systems into a single, scalable interface while introducing new features and significantly improving usability. The product serves both Wand’s internal teams (engineering, implementation, customer success, support, and lead engineers) and food industry customers, including franchise owners and operators, corporate dining leaders, brand managers, and independent owner-operators.
My role spanned end-to-end product design, from discovery and requirements definition through systems thinking, interaction design, visual design, and developer handoff. I collaborated closely with the Product Manager, Engineers, Executive Leadership and Stakeholders. The engagement focused on unblocking engineering, reducing manual effort across teams, and creating a more flexible, intuitive system that could scale without constant rework.
Goals
For Wand Internal Teams
Reduce manual onboarding workflows and recurring support requests
Enable stable integrations that scale without frequent redesign or reimplementation
Improve speed of delivery by unblocking engineering with clear requirements, flows, and journeys
For Food Industry Customers
Keep daily operations efficient while adhering to brand and franchise rules
Allow rapid menu and pricing updates to meet local and regional needs
Provide a unified, easy-to-use interface that replaces fragmented tools
Challenges
Migrating multiple legacy systems into a single interface without disrupting active customers
Lack of documented flows, requirements, and integration logic blocking design and engineering progress
Designing for two distinct user groups with very different needs and mental models
Balancing speed of execution with long-term scalability and technical constraints
Translating complex integration and service logic into clear, usable product experiences
Key Metrics
Increased speed of onboarding for new customers
Reduction in manual setup and support intervention for internal teams
Improved system uptime and integration stability
Higher customer satisfaction driven by clearer workflows and reduced friction
Discovery & Alignment
I kicked off the engagement by designing and facilitating a cross-functional workshop with lead stakeholders, engineering, the product manager, and the CTO. The goal was to rapidly align on business objectives, user needs, existing systems, and integration constraints.
This work surfaced two major blockers preventing the team from moving to the new infrastructure: missing application flows and unclear requirements.
Design & Execution
I led the end-to-end design process. To save time and cost, in select areas, we leveraged AI-assisted design tools (Magic Patterns) to rapidly ideate and accelerate the transition from concept to development-ready designs.
