
Greetings, traveler!
Valerie Kritou
a Product Designer with visual design expertise
I bring to the table 10 years of design experience in B2C and B2B markets (5 in e-commerce product design; 3 in digital; 2 in marketing). I have experience leading 0 to 1 projects, optimizing user experience and business performance of existing features, and collaborating cross-product to align on complex cross-cutting initiatives.
You can count on me to be reliable, a self-starter, a critical thinker, a team-player, and to deliver creative user-centered solutions that solve business needs.
Case studies
NEW FEATURE
User generated photos
Grubhub / Q1 2024-Q1 2025 / iOS, Android & Web
This case study addresses the problem of low menu item photo coverage. SMBs had only 23% coverage compared to 98% for enterprise merchants. This solution aimed to bridge the gap by leveraging diner photos as menu item photos.
EXPERIENCE REDESIGN
Rate & review
Grubhub / Q1 2023-Q4 2024 / iOS, Android & Web
This details my process of determining the ideal experience for Grubhub's rate and review collection feature. The new experience increased review submissions (+22% lift on iOS) and merchant ratings (+3% lift), closing the gap on market parity.
NEW FEATURE
Reminder to review
Grubhub / Q2-Q3 2023 / iOS & Android
This focuses on how we tackled the problem of only ~4% of eligible orders being rated by our diners. The solution resulted in a +1308% lift in rating engagement, +55% lift in rating submissions, and a +12% lift in written reviews.
Past projects
THE CHILDREN’S PLACE
Checkout redesign
Invenio Digital / June-Sept 2021 / iOS & Android
THE CHILDREN’S PLACE
App UI/UX redesign
Invenio Digital / March 2021-2022 / iOS & Android
THE CHILDREN’S PLACE
Product detail page
Invenio Digital / Feb-Sept 2021 / iOS & Android