The Challenge

Three disconnected platforms, one rebrand, and no single source of truth

After buying themselves out of an acquisition, Southeastern Grocers needed to consolidate and modernize their digital presence across mobile web, desktop, and native app — all while simultaneously executing a full brand refresh. There was no shared design language, no unified information architecture, and no clear way to communicate UI decisions to engineering teams at scale.

The Approach

Audit first, build second

The engagement began with a thorough IA audit across all digital touchpoints to understand the full scope of the problem. Most-accessed content was identified and surfaced to more prominent areas, and sign-in friction was significantly reduced. From there, I led the architecture of a Figma design system — tokens, primitives, components, and color variables — that gave engineers a reliable implementation guide. The new homepage was then designed ground-up (not yet implemented), aligned with the rebrand's updated typography, imagery, and omnichannel direction.

The Outcome

A 23% increase in mobile sign-ups and a foundation built to scale

Analytics-driven design decisions across 1.4 million monthly visitors resulted in a 23% increase in mobile sign-up rates and an 18% reduction in bounce rate. The design system became the single source of truth for ongoing platform development, reducing inconsistencies across digital touchpoints and accelerating future feature delivery.