UX Portfolio
Brian Lin
Who am I?
Hi! I’m Brian, a designer with 7 years of experience in building consumer and SaaS products.
Uber Eats
Kleiner Perkins Fellow
View of Mt. Fuji, one of my favorite trips in 2024.
SpeedX (Series A)
Odeko (Series E)
Fay (Series B)
Marketplaces
Operation-heavy problems
Bits to Atoms
Where I excel
Design Interests
Focused on green transportation, healthcare, logistics, and learning about climate action initiatives.
Met with the executives of BYD and city of Shenzhen in China to learn about their green city grid infrastructure initiative.
My Climatebase initiative is top build a unified UX-layer for electric vehicle charging
Simple ≠ Easy
My Design Principle
Principle adapted from Rich Hickey’s “Simple Made Easy” 2011 developer talk
Easy feels fast, familiar, comfortable.�
But ease can create hidden complexity.�
I design for simplicity — systems that are clear, composable, and scalable.
Easy now = Hard later
Why it matters?
Principle adapted from Rich Hickey’s “Simple Made Easy” 2011 developer talk
Easy feels fast, familiar, comfortable.�
But ease can create hidden complexity.�
I design for simplicity — systems that are clear, composable, and scalable.
Odeko - Food Logistics Disruptor
Senior Product Designer (2020-2024)
In 2024, Odeko was named 12 in Deloitte’s Top 500 Tech Companies List. Also on YCombinator (S19) Top Companies List.
Odeko - Food Logistics Disruptor
Senior Product Designer (2020-2024)
Reach out for more specific questions about my work there!
Uber Eats
Web Pickup/Dine-in
12 weeks Project
Status: Launched
Team
My Role: Main Designer
@christine | Product
@emily | Design (Mentor)
@zhen | Design (Manager)
@brion | Design (App)
@michael | UX Writing
@sylvia | Illustration
@jesus | Engineer
@nick | Engineer
Have you considered using a food delivery service, but didn’t because it was too expensive?
Pizza Slice
Subtotal: $3.50
Tax: $1.00
Delivery Fee: $5.99
Small Item Fee: $3.00
Courier Fee: $3.00
SF-Is-Expensive-Fee: $3.00
Total: Way more than you thought.
Pickup
Dine-in
Order ahead, pick up in restaurant later
Order ahead, food will be ready when you arrive at restaurant
No extra fees!
Question #1
How can Uber Eats expand beyond delivery?
Eats introduced an MVP for Pickup and Dine-in features on the app, but no such feature exists on the website.
Business Goals
Question #2
How can Uber be an operating system for everyday life?
90% of Eaters are Riders, but only 10% of Riders are Eaters.
Business Goals
Therefore, my team and I presented the project as a way to convert Riders to Eaters and improve the app functionality too.
Current Uber app UI
100%
Rollout in US Cities
12
Live in 12 countries
10K
Weekly orders
Stats taken from August 2019
Since Project Launch
… and all achieved without any real marketing campaign at the time.
Success Metrics
Increase in number of Riders converted to Eaters
KPI’s
Increase in total number of pickup and dine-in orders
Decrease in order defect rates
The Process
Eater Journey
Simplify · Educate · Integrate
Simplify
Icons and visual hierarchy
App
Web
Modality Toggle Redesign
App
Simplify · Educate · Integrate
Modality Toggle Redesign
Web
Simplifying icons and visual hierarchy
Simplify · Educate · Integrate
Desktop Version
Simplify · Educate · Integrate
Changing Modality at Checkout
Simplify · Educate · Integrate
Simplify · Educate · Integrate
Educate
Eaters on new modality and bring awareness
Pickup
Dine-in
App
Web
App
Web
Illustrations
Simplify · Educate · Integrate
Illustrations
A large portion of Eater defects come from people not knowing they chose pickup, or vice versa.
Simplify · Educate · Integrate
Restaurant Tag
App
Simplify · Educate · Integrate
Web
Double Confirmation
App
Web
Simplify · Educate · Integrate
Simplify · Educate · Integrate
Integrate
New modalities with Uber’s suite of offerings
Upselling opportunity after Eater makes dine-in order
Simplify · Educate · Integrate
Call Uber to Restaurant
Takeaways
I got better at learning how to design for a system.
Takeaway 1
The design process doesn’t just start and end with design.
Takeaway 2
Go wide before going deep.
Takeaway 3
🙋♀️
Questions!
Thank you!
Appendix
DoorDash
Order Manager Redesign
Proposed to Doordash Head of Design, parts of it was implemented
Product and UX Research-focused project
On Medium
Featured in UX Collective
12.5K Views
1.2K Likes
How can we simplify and streamline the �experience for merchants to manage restaurant orders while improving their communication with customers and Dashers?
The Problem
A new iPhone app which improves
1) navigating between different stages of the ordering process
2) adjusting orders on-the-fly
3) contacting Dashers
Solution
DoorDash operates in a 3-sided marketplace.
Merchant App:
Take in, adjust, manage orders before preparation.
Business Side
Customers
Dashers
Merchants
User Research
Online Review Verdict: 2.3 Stars, 10,000 + Installs
User Research
Pain Points
User Research
1: Hard to communicate with Dashers.
2: Landscape view is cumbersome.
3: DoorDash’s tablet is difficult to use and is the only option.
4: There is no way to pause, cancel, or stop taking orders.
5: Hard to contact support for help.
Talking with Restaurant Owners
User Research
Sonny and Bridgett
Small Restaurant Owners
Husband and wife, own a local restaurant in Ferguson, MO serving elevated southern cuisine.
Traditional sit-down experience, DoorDash is a secondary source of revenue.
Talking with Restaurant Owners
User Research
Victoria
Subway Supervisor
Gets 3-5 catering orders with 100+ sandwiches on DoorDash per month.
Wants a better way to assign orders to specific employees.
👩🏽🍳
*Victoria didn’t want a photo of her used for the case study.
Talking with Restaurant Owners
User Research
👩🏽🍳
Local, sit-down restaurants
Large Franchises
Talking with Restaurant Owners
User Research
👩🏽🍳
Local, sit-down restaurants
Large Franchises
… and everything in between
(250,000+ restaurants)
Design Opportunities
1: Create a mobile version of the app.
Design Opportunities
2: Make branding consistent with the main consumer app.
Design Opportunities
3: Provide clearer iconography and contextual clues for actions.
Design Opportunities
4: Improve communication with Dashers, customers, and support.
Design Opportunities
The Process
Guiding Questions
Process
How does the app’s navigation flow change given the constraints of a phone’s smaller screen size?
What’s the best way to switch between tabs?
Product
UI
How does a mobile experience benefit restaurant owners?
Sketching it out
Process
Sketching it out
Process
Ordering Process
Process
1
2
3
Needs Action
In Kitchen
Ready for Pickup
👩🍳
✅
❗️
Tabs divided into 4 distinct sections
Icons quickly show if order is personal or catering
Main Order Page
Orders · Inventory · Support
Main Order Page
Orders · Inventory · Support
Biggest change made was to include different options to deactivate orders.
Owners wanted more flexibility on setting items as out-of-stock.
Out of Stock Management
Orders · Inventory · Support
Out of Stock Management
Orders · Inventory · Support
Out of Stock Management
Orders · Inventory · Support
1-tap common reactivation times
Color coordinated dots show current status of dish
Out of Stock Management
Orders · Inventory · Support
Different iterations of the out-of-stock popup.
Current “Help and Support” feature puts “Call” and “Live-chat” options at the bottom of the screen.
Main Support Screen
Orders · Inventory · Support
Their main support “guide” is a Google Slides presentation.
Main Support Screen
Orders · Inventory · Support
Issues separated into broad categories
DoorDash Support is moved to the top
Main Support Screen
Orders · Inventory · Support
Main Support Screen
Orders · Inventory · Support
Enhanced Live Chat feature
Live Chat Feature
Orders · Inventory · Support
Live Chat Feature
Orders · Inventory · Support
Closing Thoughts
1: Doing your research is crucial.
2: Making (unqualified) assumptions is dangerous...
3: There is no one-size-fits-all solution in design.
4: Respect the Process: it’s cliché, but hey it worked for the 76ers.
🙋♀️
Questions!
Or read my Medium article
Feed · Restaurant · Checkout · Post-checkout
Desktop
Feed · Restaurant · Checkout · Post-checkout
Desktop
Feed · Restaurant · Checkout · Post-checkout
Desktop
Final Header Design
Modality Toggle Redesign
Simplify · Educate · Integrate
Motion Explorations
Modality Toggle Redesign
Simplify · Educate · Integrate
One-click button to call or message the customer
Button to deactivate menu item once it’s placed
Detailed Order Page
Orders · Inventory · Support
Detailed Order Page
Orders · Inventory · Support