Leeroy Group

Restaurant tech, SaaS and fintech
Jan 2017 – Jan 2021

Product Manager, Online Ordering & Loyalty

Jan 2017 – Jan 2021

Led product discovery, strategy, roadmap and development of a white-label ordering and loyalty app for iOS and Android, used by 30 restaurant brands.

Led a cross-functional team of designers and developers, with overall responsibility for the product experience. Combined customer insight, business needs and technical possibilities to shape product priorities, guide design decisions and develop a consistent ordering and loyalty experience.

The platform supported 30 restaurant brands and achieved a reported 30% increase in average order value.

Line Manager, Product Designers

2019 – Jan 2021 · concurrent role

Led and developed the design team as UX/UI designers transitioned into broader Product Designer roles.

Strengthened design ownership across product discovery, problem framing, backlog management and development-ready design. Introduced and supported shared practices for design critique, collaboration, skills development and recruitment.

Created better conditions for designers to influence product decisions earlier, while strengthening the design system and establishing a more consistent design culture.

The cases

Product Leadership · Design Leadership · Leeroy Leading the product development of a mobile ordering and loyalty app for restaurant brands As Product Manager at Leeroy, I led product discovery and development of a white-label ordering and loyalty app for iOS and Android, helping restaurant brands create simpler, more connected experiences for their guests. Working closely with customers, users, designers and developers, I combined user research, experience design and product leadership to shape what we built and why. Insights from discovery informed the end-to-end user journey, experience principles and a user-centred product roadmap. I led the cross-functional development process, translating long-term experience goals into priorities and sprint goals, while balancing user needs, business objectives and technical considerations. Understanding the users and the opportunityShaping the experienceSetting the product directionLeading product developmentBalancing user and business needsOutcomes and learnings See case study Line Manager for Designers · Leeroy Managing the design team through the shift from UX Designers to Product Designers, crafting the design and leading the product development As UX Design Manager at Leeroy, I was the line manager for the design team: the UX designers who, during my time, became Product Designers. Once the core of the platform was in place and our products were used by several customers, the focus moved to improving them and adding new functionality, driven by product discovery with customers and users. The designers took over the Product Owner responsibilities: they ran UX discovery, framed the problem for new or improved user experiences, owned the backlog planning and prioritisation in their product teams, and delivered development-ready design for the developers to build. They worked closely with the Product Managers, who were responsible for product discovery and the roadmap themes. I contributed to the shift, and as line manager I gave the designers what they needed: shared product design work, time to improve the design system, one design process, design critique, retros, skills development and hiring. From UX Designers to Product DesignersLeading the design team as line managerCreating a shared view of the experienceConnecting discovery to product directionScaling design quality across teamsOutcomes and learnings See case study

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