"Merging companies, but not brands"

GrubHub was acquired by Seamless in 2013 and the companies' merger followed. However, the design story is a more complicated one: GrubHub has an impressive user base in middle America and Seamless in tier 1 markets, such as New York. Brand equity was not about to be compromised, so it was our job to design accordingly.

We conducted and created documentation for:

  • Heuristic Audits
  • App Maps
  • User stories and Logic Flows
  • Empathy Map
  • Prototypes (paper, InVision)
  • Wireframes and low-fidelity prototypes
  • Brand Audits/Competitive Audits (UI/UX)
  • Design Principles
  • Style tiles and UI

My role:

Senior Designer for Mobile, Wearables and Responsive Design.



This is my day to day

Planning a launch

When I joined GrubHub in 2015,  I was presenting with a challenge, to transition the brand to the Seamless framework.

This effort required a lot of administrative work, before we could even start to design: the team didn't have a clear roadmap or scope of the work ahead of us, most files were legacy design still in PSD land and the brand had not been updated since it came to life.


The UX Process

Because this exercise depended on an established framework we had to have a 1-1 update of all the icons.

We sat down and looked at the system as a whole.


Behold the old Grubhub App. While the old design was slowing making an exit, we needed to consider how the redesign would affect the user current patterns.

Considering the current mental model with a quick heuristic evaluation and usability testing were part of our launch.



This is the part of the process when the feedback can be subjective (I don't like that color button) but most will raise important questions on the kind of presence we want to have in the market.

Our assumptions come to life before our eyes and, in some cases, raise concerns from the stakeholders.


R.I.P. Old Grubhub

Styleguides for GH

Styleguides for GH