Dutchie is the operating system of the cannabis retail industry, powering 6,500+ dispensaries with POS, ecommerce, payments, loyalty, and marketing in a single stack. I joined as a Senior Product Designer when Dutchie served 300 dispensaries and held 20% market share, and grew with the company through Staff Product Designer and into Design Lead while it scaled to over 6,500 dispensaries and more than 60% of the market.
The work spanned every surface of the product, from consumer ecommerce to back office tooling to the loyalty and marketing systems that drive repeat revenue, and I led the design team responsible for the AI tooling that became the company's most defensible bet.
During my tenure I shipped work across nearly every product surface. The consumer ecommerce experience moved from a checkout for a single brand into a multi-tenant marketplace serving the full dispensary network. The loyalty and marketing systems shipped as a full lifecycle suite. The back office tooling absorbed multiple acquired products into a single operating model. And the AI tooling my team led became the first cross-product surface in the company, defining the patterns the rest of the suite would inherit.
The design org grew alongside the product. The team I left behind was running the same surfaces I had taken from Senior through Staff and into Design Lead, with the operating model and craft bar that came out of those years still in place.