Hy-Vee Seasons Website
Team:
This collaborative effort involves the Hy-Vee Marketing team and the Grey Dog Media UX team, comprising a Managing Director, Product Manager, Creative Director, UX Directors, SEO Strategist, UX Researchers, and Developers.
This collaborative effort involves the Hy-Vee Marketing team and the Grey Dog Media UX team, comprising a Managing Director, Product Manager, Creative Director, UX Directors, SEO Strategist, UX Researchers, and Developers.
My Role:
UX/UI Designer and Director
UX/UI Designer and Director
The Client:
Hy-Vee, Inc., an employee-owned supermarket chain with 280+ locations across the Midwest and South, seeks to increase sales of groceries and GM products to the general consumer base. Assisting in this effort is Hy-Vee Seasons, a trendy how-to, recipe, lifestyle printed publication independently owned by Grey Dog Media, providing custom content for both print and digital to support Hy-Vee's endeavors.
Hy-Vee, Inc., an employee-owned supermarket chain with 280+ locations across the Midwest and South, seeks to increase sales of groceries and GM products to the general consumer base. Assisting in this effort is Hy-Vee Seasons, a trendy how-to, recipe, lifestyle printed publication independently owned by Grey Dog Media, providing custom content for both print and digital to support Hy-Vee's endeavors.
Target Users:
People, aged 27-50, college graduates, employed, people who value quality, convenience, and healthy lifestyle.
People, aged 27-50, college graduates, employed, people who value quality, convenience, and healthy lifestyle.
The Objective:
Transform Hy-Vee Seasons' stories and content into a digital format, integrating additional merchandise and GM products onto the platform to boost sales of groceries and GM items. Moreover, broaden the user experience to encompass other services provided by Hy-Vee. Furthermore, increase traffic to the parent website, prolong user engagement duration, and elevate awareness of the Hy-Vee brand.
Transform Hy-Vee Seasons' stories and content into a digital format, integrating additional merchandise and GM products onto the platform to boost sales of groceries and GM items. Moreover, broaden the user experience to encompass other services provided by Hy-Vee. Furthermore, increase traffic to the parent website, prolong user engagement duration, and elevate awareness of the Hy-Vee brand.
Research & Planning:
Upon analyzing the insights shared by the Hy-Vee UX Researcher regarding user engagement, interests and product collection lists, it became clear that addressing these findings required a solution. As the leading supermarket in the Midwest, Hy-Vee offers thousands of products on its store shelves, including its own GM products, along with eight different divisions such as Catering, Bakery & Cakes, Flowers, Gifts & Cards, Pair Eyewear, WholeLotta Good, and Mealtime to Go. Our team believes that adopting a multifaceted approach will be crucial for optimizing user flows and design. Alongside a Creative Director, I developed a series of components aimed at resolving this approach.
Upon analyzing the insights shared by the Hy-Vee UX Researcher regarding user engagement, interests and product collection lists, it became clear that addressing these findings required a solution. As the leading supermarket in the Midwest, Hy-Vee offers thousands of products on its store shelves, including its own GM products, along with eight different divisions such as Catering, Bakery & Cakes, Flowers, Gifts & Cards, Pair Eyewear, WholeLotta Good, and Mealtime to Go. Our team believes that adopting a multifaceted approach will be crucial for optimizing user flows and design. Alongside a Creative Director, I developed a series of components aimed at resolving this approach.
Components:
Building on the team's agreed solution, I speculated that short, simple, autonomous design elements would be crucial to the multifaceted approach. These components are interchangeable and can be customized or segmented into appropriate categories based on the sales focus for the particular month. As you can envision, the stacking of these components offers countless variations.
Building on the team's agreed solution, I speculated that short, simple, autonomous design elements would be crucial to the multifaceted approach. These components are interchangeable and can be customized or segmented into appropriate categories based on the sales focus for the particular month. As you can envision, the stacking of these components offers countless variations.
Components (Base Level)
Wireframes & Component Variations
Live webSite
98% Approval Rating: Baymards Institute
98% SEO Approval Rating: SEMRUSH
98% SEO Approval Rating: SEMRUSH