Pack & Pay
Building the product function from the ground up.
2025 -
Designing a Clearer Product Experience Across a Multi-Platform FMCG Business
Overview
Pack ’N’ Pay is a multi-pillar FMCG platform connecting manufacturers directly to businesses and consumers.
The business helps people buy on their own terms: outright, in instalments, or through group purchasing.
I joined as Head of Product, with ownership of product strategy, roadmap, design direction, and engineering team leadership across the portfolio. Alongside the product leadership role, I also designed key parts of the new customer experience myself.
I come from a commercial background. Some people see that as a weakness in a product leader. I see it as the reason I build the way I do. I do not start with features. I start with the business. What is it trying to do. Who is it for. And how will we know if it is working.
The business had commercial ambition but no product foundation to build on.
The Problem
When I joined, the business had strong commercial ambition but no product foundation.
There was no clear product direction, no internal engineering team, and several products had been built by outside companies that did not understand the business well enough.
The customer experience was also fragmented. Osusu, Lite, Mini, and Pro all served different buying needs, but they existed as separate products. This made the proposition harder for customers to understand and harder for the team to build around.
My Role
My role was to bring product direction, team structure, and design clarity to the business.
I worked across strategy, product architecture, roadmap, design, and engineering leadership. I also designed the screens for the new Osusu platform and led the team building it.
The work required both product leadership and hands-on design.
What I Designed and Led
1. A clearer product structure
I helped move the business from four scattered products into two clearer platforms.
Osusu became the platform for everyday people, bringing together instalment buying, group buying, and pay-in-full journeys.
Pack ’N’ Pay became the platform for business buyers, bringing together the needs of small shops and larger buyers.
2. A redesigned consumer experience
I designed the new Osusu experience to give customers one simple place to buy in full, save over time, or buy together with others.
The goal was to make the buying model easier to understand and easier to use, especially for customers who may not think in product categories like “Lite” or “Osusu.”
3. A product direction the team could build around
I created a clearer product direction so the team knew what we were building, why it mattered, and how each platform served the business.
This gave engineering a stronger foundation and helped reduce confusion across the portfolio.
4. A faster way of working
I built a small internal product and engineering setup designed to move quickly.
I also used AI deliberately to support speed, reduce unnecessary processes, and shorten the distance between an idea and a working test.
