Weedmaps

At Weedmaps, I worked on the systems that turn product discovery into a successful order: cart, checkout, delivery, payments, loyalty, repeat purchase, and the infrastructure connecting them.

What looked like a shopping experience on the surface was shaped by considerably more underneath it—local regulations, retailer operations, payment limitations, fulfillment rules, identity requirements, and technology that varied from market to market.

My role was often to make that complexity understandable without pretending it wasn't there.

Over four years, my work expanded from improving individual flows to framing how these systems should work together across the consumer journey.

By the end of my time at Weedmaps, I was increasingly working at the level between feature design and product strategy.

Instead of starting with a requested screen or flow, I focused on understanding the system surrounding it:

What behavior are we trying to change?

What constraint is actually causing the problem?

Where in the journey should the product intervene?

Does solving this locally create a new problem somewhere else?

That shift changed how I approached everything from authentication and address capture to loyalty and repeat purchase.

The output was still interface design.

The work increasingly began much earlier.