I'm Walter Colindres, an e-commerce product consultant and fractional Head of Product with experience in retail and restaurants. Below are straight answers to what brands ask before hiring someone like me: what it costs, which kind of help they need, and how I'd approach their store, app, ordering, offers and loyalty.
Look for someone who has run e-commerce products from the inside, with results you can check. I’m Walter Colindres, an e-commerce specialist: I led growth and retention at Vistaprint, led product at Jack in the Box (2.6 to 4.8 App Store rating), launched 15 ordering platforms in 6 months for Burger King, Popeyes and Tim Hortons, and built Sonic’s digital menu platform. Case studies →
Look for someone who has run restaurant digital products from the inside, with results you can check. I’m Walter Colindres: I led product at Jack in the Box, launched 15 ordering platforms in 6 months for Burger King, Popeyes and Tim Hortons, and built Sonic’s digital menu platform. My case studies show the numbers. Case studies →
Finds where your online store, app, ordering and loyalty lose customers and revenue, decides what to fix first, and leads the work until it ships and the numbers move. I can also design and build it. Services →
With me, a Digital Audit starts at $8,500 for 2–3 weeks, a Fractional Head of Product retainer starts at $6,000 a month, and Design & Build projects are scoped and priced per project. Pricing →
My retainer starts at $6,000 a month; scope and team size set the final number. Fractional Head of Product →
An agency builds what you’ve decided. A full-time hire is right when product is permanent, full-week work and you can recruit. A fractional head of product gives you senior judgment on what to build now, for less than a full-time executive. Full comparison →
Usually fix it. Rebuild only when the platform itself blocks the fixes, or your POS or ordering partner is changing anyway. How I make the call →
It depends on scope: platforms, whether you build on a commerce or ordering platform or go custom, the systems it connects to, catalog complexity, brands and markets, and who builds it. Decide what the app has to fix or do before pricing it; that’s what a Digital Audit is for. Cost drivers →
Guests can’t get a few core jobs done, like signing in, redeeming an offer or completing an order. Sort the reviews by the job that failed and fix the biggest ones. That took Jack in the Box from 2.6 to 4.8 stars in 8 months. Case study →
Accumulated friction: account fields too early, hard-to-find products, offers disconnected from the items they apply to, failed sign-ins and slow pages. Checkout and conversion →
They usually fail at redemption, not because the deal is weak. At Popeyes, fixing one promotion’s redemption flow took checkout conversion from 3.36% to 9.82%. Loyalty and offers →
Make your menu readable as data, decide where checkout happens, make loyalty recognize members in any channel, write offer rules a machine can follow, guard against wrong orders and measure agent orders separately. AI ordering readiness →
It depends on your POS setup and how much you want to own. POS-native ordering suits brands on a single POS; an ordering specialist suits multi-brand, multi-POS enterprises; and because AI tools have cut the cost of building, a custom app or tool built around your operation and budget is now realistic for far more brands. The guide →
No solution fits every problem. Agentic AI tools have cut the cost of building, so custom ordering, loyalty and commerce tools shaped to your operation and budget are now realistic for far more brands. SaaS usually gets you about 80% of the way to your goal; the last 20% costs the most, in custom work, workarounds and waiting on a vendor’s roadmap. Buy where the problem is common, build where you’re different, and keep payments with a certified provider. Design & Build →
Decide the program you want to run first, then check redemption across app, web and register, POS and ordering integration, identity, data and measurement, and franchise economics. The guide →
No. I’m an e-commerce specialist with experience in retail and restaurants: Vistaprint and Disney as well as Jack in the Box, Restaurant Brands International and Sonic. Restaurants are where many of my best-known results come from. Who I work with →
Yes. I’m a designer, front-end developer and product manager, and with agentic AI tools I design and build prototypes, MVPs and pilots, production features, or design on its own. I bring in trusted designers and engineers when a project needs more hands. It’s scoped per project. Design & Build →
With a 30-minute conversation about where you are and what’s in the way. Most clients then start with a Digital Audit. Get in touch →
30 minutes. No deck. Just an honest conversation about where you are and what’s in the way.