Leading Design at Food-tech Start-up

Overview

As Lead Designer at Amici, I was responsible for shaping the end-to-end experience of a new platform for booking chef-led events. I led everything from product market fit and strategy discussions to designing the service flow, creating a design system and ultimately the high fidelity designs you'll see below.

Goals

Our goal was to design a beta version that allowed us to learn which customer segments the product resonated with most, and then refine from there. My role extended beyond UI design: I owned the customer experience across web, email, admin, and operational flows designing not just screens, but a service that could scale.

Key deliverables

• Product market fit discovery
• Team alignment around a vision
• Service design for the entire operational flow
• Design system creation and maintenance
• Wireframes for alignment
• High fidelity designs
• Cross-functional collaboration

Operational flows

Any solution demands a clear understanding of its environment. I spent a lot of time aligning the team around operational flows that would support the early product vision as well as exclude any excessive steps.

Wireframes

I created the main screens in low fidelity to create internal discussion and align on the design.

Design system

I was in charge of developing a simple but powerful design system and component logic that would support both end user- and chef-facing flows. Here are examples from that design system:

High fidelity designs (end user)

In close collaboration with our lead developer, I designed a complete set of high fidelity screens. Here is a closer look:

High fidelity designs (admin)

On the other side of the end-user experience is the manual admin experience that is used to operationally manage incoming requests. That includes needs like following request statuses, sharing the request with chefs and partners, creating offers and following up on payments.

Additional design efforts

As I was responsible for the customer experience and product as a whole, deliverables included things like menu template design and transactional email design.

An ongoing effort

The service is as of Oct 25' in progress and an official launch is planned for early 2026. The ambition is to validate the service on the market and make any necessary adjustments in order to find product market fit and an attractive value proposition.