Weedmaps · Platform Design Strategy · 3 parallel tracks · 2026
Turning a directory into a destination
A full-platform design strategy spanning three parallel tracks — The Feed, Strain Universe, and My Journey.
01 — The problem
What we were actually solving
Weedmaps owned the transaction but not the research moment. Users left for Leafly for strain research.
02 — Constraints
The non-negotiables
- 01The Feed was already in active development.
03 — Approach
How I framed the work
Not three products. One platform with three interlocking design surfaces.
The Feed is the distribution surface. Strain Universe is the content engine. My Journey is the behavior engine.
Framework
Each surface produces what the others need
The framework
Strain Universe → rich strain data
Foundation for other tracks.
04 — Tradeoffs
What we chose and what we gave up
05 — Cross-functional alignment
The harder half of the job
Designing for the skeptical skim was as deliberate as the underlying strategy.
06 — Outcome
What shipped, what changed
The design strategy was adopted as the platform-level roadmap.
07 — Reflection
What I'd carry forward
"Systems design vs. surface design is the whole game."
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