Creating a world where everyone has access to the food they love and more time to enjoy it together.

I started at Instacart in 2013 as the first product designer, tasked to complete the first revamp of our iOS app. As the only designer for over a year I worked on developing the foundation of what the Instacart app looks like today, along with our Shopper app and internal tools.


We grew an amazing product design team, it felt time to build a brand and marketing team along with a photo studio in-house to start creating compelling high production visuals on a regular cadence.

Instacart - the grocery store in your pocket

Most recently I led the latest redesign of the Instacart app in 2019, while simultaneously leading an evolution on our brand and marketing visual language. We updated our typeface, photography style, and added a new homepage to the app that increased our surface area to help customers find exactly what they're looking for.


We led a design systems initiative to codify all of our components and styles across our consumer apps. This was a fun undertaking to help set up Instacart for success a few months before the world went into lockdown and people needed groceries delivered to their home.

Instacart was growing so fast we barely had a recruiting team to help keep up with the madness. We needed to share our story with the world. I took it into my own hands to develop a few foundational pieces for our careers brand.

Moments Like These

— Careers page with photography of our new team members

— Tech blog to talk about the challenging engineering and design problems

— Print campaign in the Embarcadero BART station to attract talent (titled Moments Like These)

— Host events for different tech communities for engineering and design

One of the iconic pieces of marketing we tested was born out of a fun project between the founders and myself. Bringing consistency to our delivery experience, I created this bag design that soon became a staple in people's homes, car trunks and picnics in the park. The play on the classic design resonated with our audience and became the symbol of grocery delivery that Amazon, Shipt and Doordash would adopt to this day.

The Green Bag

— Establish the Instacart Kale Green color bag with bold design

— Emphasize the bag in marketing efforts to be used as in creative

— Evolve playful brand personality to touch people's lifestyle

As the company was in a hypergrowth phase, we were in so many cities across the U.S., a great way to scale the culture and share knowledge was to bring our employees to San Francisco for a few days to establish long-term company vision and goals, tackle unique challenges in different geographic areas and learn about each other.

Instacart Retreats

— In startup fashion we moved quickly with the visual language of these events, consistency was key

— We would launch new company values, mission statement and other unique pillars of the company

— I believed sharing a unique story about how our work impacts the world would bring us together

Instacart Moms was a piece I wanted to share with the company that was something really important to me. The most unique experiences I had at the company were usually when I interviewed our customers, especially mothers. The impact our service was having on their experience was eye opening, and humbling. This was a very spontaneous piece and couldn't have been done without these special people whom opened their hearts to me about what motherhood is all about.

Directed by myself and shot by Viv Creative.

Instacart Moms was a piece I wanted to share with the company that was something really important to me. The most unique experiences I had at the company were usually when I interviewed our customers, especially mothers. The impact our service was having on their experience was eye opening, and humbling. This was a very spontaneous piece and couldn't have been done without these special people whom opened their hearts to me about what motherhood is all about.

Directed by Zain Ali and shot by Viv Creative.

Instacart Moms was a piece I wanted to share with the company that was something really special to me. Over the years, the most unique experiences I had at the company were usually when I interviewed our customers, especially mothers. The impact our service was having on their experience was eye opening, and humbling. This was a very spontaneous piece and couldn't have been done without these special people whom opened their hearts to me about what motherhood is all about.


Shot by Viv Creative and directed by

Zain Ali.

The Story of Curtis is something I came across on Twitter. This customer heard about Instacart prior to becoming a new mother and Curtis was one of their regular shoppers. I heard this story about how this mother had a sign language book for her child and taught him how to use sign language to communicate with their shopper, albeit very simply, but nonetheless a special story.

Directed, shot and edited by Zain Ali.

The Story of Curtis is something I came across on Twitter. This customer heard about Instacart prior to becoming a new mother and Curtis was one of their regular shoppers. I heard this story about how this mother had a sign language book for her child and taught him how to use sign language to communicate with their shopper, albeit very simply, but nonetheless a special story.


Directed, shot and edited by Zain Ali.

The East Face Retreat

This BART campaign I selected a familiar cast of Instacart customers in the Bay Area. We also decided to do a collage of Bay Area local products (a stylistic choice as we didn't want people walking all over customer faces 😎). Since we notoriously hadn't spent money on advertising at this point, this felt like a way of telling San Francisco and the Bay Area that we're the home team they can count on to help them out. Learn more about the campaign here.

Our retreats were named after mountain summits that are infamous for their difficulty. We didn't create a whole lot of swag for the company besides once a year, we would drop a unique piece for the team that was around then in that moment and never reproduce that piece again. This helped you know who was around during the times it meant we had to persevere.