ALBERTSONS

Simplifying Grocery Shopping For Millions

Albertsons, one of the largest food and pharmacy retailers in the US (supporting more than 50 million people of the country), was struggling to serve shoppers due to its disjointed digital ecosystem. Using 22 different mobile apps across 10 store brands, customers needed to install several apps to put food on the table — an experience that wasn’t ideal or intuitive. They approached us to help unify their digital products and services into a more cohesive, scalable experience that made shopping seamless for customers everywhere.

+248% Increase in digital sales

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+51% Increase in registration rate

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+93% Improved membership retention rate

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+248% Increase in digital sales • +51% Increase in registration rate • +93% Improved membership retention rate •

Creating an
own-able, unified experience.

I lead our project teams to unify Albertsons’ deals program with their e-commerce platform to grow and evolve their digital system. This spanned 4 major areas of the experience: Shopping, Deals, Loyalty and Checkout.

We built a full-stack design system that allowed us to launch an experience combining 22 brands and disparate mobile apps — all maintained from the same four design themes — in just six months.

  • Driving loyalty

    Launching a brand new subscription and loyalty program — Albertsons’ FreshPass™ — we designed an experience to integrate 11+ loyalty brands across brands like Safeway, VONS and Jewel-Osco.

    With exclusive perks and unlimited free online grocery delivery, the app provides a more accessible, convenient way to shop.

  • Serving up deals

    Albertsons’ new mobile app — used by millions of people — strips away the complexity of collecting and scanning coupons for checkout. Instead, shoppers at home and in-store can either digitally clip their coupons or scan products and apply discounts instantly. Our partnership to build and launch this new experience has led to a 93% retention rate among customers.

  • From cart to kitchen

    One of Albertsons’ missions is to be an authority on all things food, and so we designed “meals” — an in-app experience that empowers shoppers to make healthy choices by allowing them to search and add entire recipes to their cart based on lifestyle and dietary choices.

Humanizing the brand.

Our team created an entirely new illustration system that could scale across every app in the Albertsons’ digital ecosystem while maintaining the highest standards of accessibility. The fresh, more inclusive creative direction across colour, typography and icons was designed to appeal to both a new generation of shoppers and their current, loyal customers.

In 2023, our work for Albertsons was recognized with six Indigo Awards.

  • Gold Winner in Mobile Responsive Design

  • Gold Winner in UX, Interface & Navigation

  • Gold Winner in Branding for Retailer

  • Gold Winner in Mobile App

  • Silver Winner in Mobile Interaction & Experience

  • Silver Winner in Apps