Work Experience

Design & Leadership: 2012 - 2016

Fetch and Sizzle

While Ocado has been growing its online grocery business at 15% over the past year (with a 65% year-on-year increase in profit before tax), its general merchandise operation has become the fastest growing part of It currently represents 7 – 8% of the total business.

An essential element of its growth strategy is the launch of new ‘destination’ sites. These are specialist sites selling items not usually found in a supermarket setting but which can be sold on the same technology and fulfilment offering as, enabling customers to enjoy the benefits of online grocery shopping such as same- or next-day delivery.


all aspects of the UX and UI design.


from scratch the user experience and visual interface of the multi-brand e-commerce platform (responsive and with a mobile-first approach).


the design language and strategy.

Built, grew and curated

an in-house agile UX and UI design team.


with developers, analysts, marketing and merchandise personnel, and product owners to deliver user-centered and business validated outcomes.


on the brand development.

My Journey

We just released the newly branded when they offered me the opportunity to start-up and lead the UX of the new general merchandise operation. After two intense years in the Ocado grocery's department, I moved to something new and exciting. As a matter of fact, and considering the number of players, I jumped into a real start-up experience.

Being actively hands-on, I didn't need many resources. My team was intentionally small but truly capable, agile, and creative.

We started with facing a white canvas. Eight months later, after extensive research and proofs-of-concept, we launched the first version of It was some sort of minimum viable product, powerful enough to kick-off the operation.

Soon after, though, we learned that it wasn't scalable enough to meet the mobile and tablet users' expectations. Resources and timing made us move towards the idea of making the platform responsive instead of developing native apps.

Six to eight months later, after working side by side with the development teams, we released our mobile-first and responsive platform proudly. In this rework, we significantly improved our design by defining a design language and arranging the UI elements in a way to imply importance in a hierarchical structure; we created a visual style to guide the users and enhance their experience.

Fetch and Sizzle were now not only mobile-friendly and more accessible for users, but also more scalable for future features implementations.

In 2016, Fetch was one the top e-commerce destinations for pet owners in the UK.

Responding to change over following a plan.

Fetch is the online pet store from Ocado. Like you, we know that pets are part of the family which is why everything we do is designed to help your pets lead full, healthy and happy lives. Just think of us as your friendly local pet shop!

Visit Fetch

Sizzle is the homeware store from Ocado. Whether you’re adding a cosy touch to your living room or sprucing up your home office, we’ve got you covered – from fragranced candles to luxurious throws, we source quality, well designed and well-priced products that you'll want to display proudly around your home.

Visit Sizzle