Grocery Outlet
Loyalty App Redesign (iOS/Android)
Role: Director of User Experience
Experience Design · Product Strategy · User Testing · Design System Integration
As Director of User Experience, I led the end-to-end redesign of Grocery Outlet’s loyalty app — a core touchpoint in the brand’s growing digital ecosystem. The previous app offered limited functionality, minimal engagement, and little sense of connection to the company’s in-store experience. Our goal was to completely reimagine the product as a unified loyalty ecosystem: one that could deepen customer relationships, deliver personalized savings, and reflect the optimism and energy that define the Grocery Outlet brand.
Overview
Grocery Outlet’s existing loyalty app offered limited functionality, low engagement, and no sense of reward or membership progression.
We set out to redesign the experience from the ground up – transforming it into a full end-to-end loyalty ecosystem that deepened user connection and reflected the brand’s value in every interaction.
Beyond improving usability, the redesign was a chance to reintroduce Grocery Outlet’s unique brand personality into the digital experience. The previous app felt generic and cluttered, missing the energy, optimism, and approachability that define the in-store experience. Our goal was to translate those brand values into a mobile product; through color, typography, motion, and tone – creating an interface that felt distinctly “Grocery Outlet” from the first tap.
Challenge
- Before the redesign, the loyalty experience was fragmented and uninspired. Member tools were scattered across the app, there were no membership tiers or rewards to motivate participation, and the visual design lacked any sense of brand identity. The absence of a consistent system or design direction made the experience feel generic and disjointed. The challenge was to unify the experience, create a meaningful sense of membership, and craft a digital expression of Grocery Outlet’s brand that felt both intuitive and rewarding.
Approach
I led the redesign from strategy to execution, guiding the product vision, user flows, and creative direction. We reimagined the app architecture to bring all loyalty tools into a single, cohesive destination, giving customers one intuitive place to view deals, track rewards, and discover new savings. The interface was rebuilt from the ground up, establishing a digital design language rooted in Grocery Outlet’s bold, value-driven identity. We incorporated the brand’s distinctive palette and typography to create a sense of familiarity, while using motion and micro-interactions to inject warmth and energy. The result was a modern visual system that felt unmistakably on-brand yet flexible enough to scale across future loyalty features and campaigns.
- To increase engagement, we introduced an AI-driven recommendations engine that surfaces personalized product suggestions and curated carousels tailored to each shopper’s behavior. We also incorporated micro-interactions and dynamic animations to make the experience feel lively and rewarding. The design mirrored the in-store journey – from how categories are displayed to how deals are discovered – creating a seamless connection between physical and digital shopping. Every update was tested with users to validate clarity, flow, and overall delight before finalizing the direction.
Outcome
The redesigned loyalty app delivers a cohesive, modern experience that unifies all member tools and reintroduces Grocery Outlet’s brand personality in the digital space. Customers now have a single, intuitive hub for rewards, deals, and personalized recommendations, making the experience both functional and fun.
By grounding the interface in a strong, consistent brand language, the app now feels like a true extension of the Grocery Outlet identity- confident, friendly, and easy to use. This alignment not only improved engagement but also strengthened brand recognition across digital and in-store touch-points.
Phase two of the project will build upon this foundation, introducing membership tiers, badges, and gamification elements to deepen loyalty and long-term engagement.
Original
Phase 1 Update
