Restaurants don’t think in products — they think in brand. As Toast expanded its digital offerings, I led the transformation of three standalone tools into a unified Digital Storefront Platform, creating a shared system for identity, structure, and flow.
Role
Lead Designer
team
Product, Research, Engineering
Scope
End-to-end product & platform design
Problem Area
Restaurants were juggling multiple tools to manage a single brand.
That meant extra work, with the same menus, hours, promos, and photos entered in multiple places. Brand details drifted across web, online ordering, and the mobile app, leading to inconsistent experiences for guests. Updates were slow and risky, forcing teams to guess how changes would appear live — and mistakes often slipped through. As restaurants grew, every new location or channel multiplied the busywork.
The opportunity was to unify the digital storefront into a single editor and source of truth, so operators could make a change once and trust it everywhere.
Before: Online Ordering configuration, Website builder and App editor
after: digital storefront brand editor
Design roadmap
This strategy reframed the Digital Storefront from three independent products into a unified editing architecture built on shared identity, modular structure, and predictable flow.
Three pillars guiding how we build consistent, scalable restaurant experiences.
Identity
01
Brand First, everywhere
Define the restaurant’s identity once, and carry it everywhere.
Structure
02
Shared building blocks
Create reusable modules that power every surface.
flow
03
Predictable Propagation
Make it clear what updates everywhere — and what stays local.
A Dedicated Design System for the Digital Storefront Editor
To support a unified editing experience, we created a dedicated design system purpose-built for the Digital Storefront Editor. This system was developed independently from Toast’s core design system to meet the unique needs of complex content editing, real-time previews, and multi-channel publishing.It provided a consistent foundation for layout, components, and interaction patterns while remaining flexible enough to support future growth. By establishing shared rules and building blocks early, we enabled faster iteration, clearer collaboration with engineering, and a more cohesive experience across the entire storefront.
