Product Customization for Hot Food & Coffee

By 2025 Breadfast had grown from grocery delivery into a super-app spanning coffee, hot food, and more — but the platform underneath was still built for groceries. There was no restaurant-style modifier logic, so customers couldn't customize hot food or coffee at all.

The coffee category was cluttered with ~340 SKUs, where every milk and flavor combination was listed as a separate product. This made discoverability poor and hurt add-to-cart conversion.

My goal was to build a full product customization engine from scratch — one that felt like a single, intuitive screen to the customer despite deeply complex backend logic: modifiers, pricing rules, single/multi-selection, per-version cart management, BOM deductions, and split discounts.

• ·Build customization capabilities from zero on a grocery-first platform
• ·Reduce coffee SKU clutter (~340 products) to improve discoverability
• ·Design for complex backend logic while keeping the customer experience simple

The customer-facing customization UI I designed lets users add extras to hot food (pizza toppings, etc.) and coffee (extra shots, syrups), select milk types directly on the product page, build their own meals/salads, remove ingredients, and choose pre-defined instructions.

I designed an admin dashboard for category managers to self-serve customization setup — configuring modifiers, pricing rules, and selection logic without engineering involvement.

The design accounted for full integration across KDS (Kitchen Display System), picker app, CX tools, financial reporting, and BOM costing, so the customization flows end-to-end.

I designed the architecture to be future-ready for Half & Half pizza, customizable combos, bundle & save, and mix & match boxes.

• ·Add extras to hot food and coffee
• ·Milk type selection on product page
• ·Build-your-own meals & ingredient removal
• ·Admin dashboard for self-serve configuration
• ·Full KDS, picker, CX, and financial integration
• ·Future-ready for combos, bundles, and mix & match

I led design across the customer, admin, and operations surfaces, with Farah partnering on the Shopping side under my direction and Sara on Foundations.

The release involved Product Design, Engineering (BE, Android, iOS), QA, Data Science, Product Management, commercial/category teams (Kitchen & Coffee), and CX.

Rollout was phased from internal dogfooding to gradual public release, requiring a coordinated force-update across the entire user base.

Described by leadership as one of the most anticipated features of the year. The CEO, COO, and CPO all responded with direct praise in the company-wide announcement.

Statistically significant improvements in engagement, average basket size, and average revenue per user were observed across the A/B test.

Coffee SKUs were reduced from ~340 to ~60, dramatically improving discoverability.