H-E-B
H-E-B
Principal Product Designer • 2020
Principal Product Designer • 2020
1M
1M
1M
sign ups
sign ups
sign ups
$22M
$22M
$22M
revenue
revenue
revenue
~36%
~36%
~36%
digital mix
digital mix
digital mix
4.7
4.7
4.7
app rating
app rating
app rating
Within the first three months
Transforming the digital experience
Transforming
the digital experience
H-E-B’s app initially lacked e-commerce capabilities, creating friction for millions of loyal customers. My mission was clear: transform this experience by designing a new curbside and delivery app within a year—ensuring a seamless and top-quality execution at every step.
H-E-B’s app initially lacked e-commerce capabilities, creating friction for millions of loyal customers. My mission was clear: transform this experience by designing a new curbside and delivery app within a year—ensuring a seamless and top-quality execution at every step.
Infusing Texan culture
Infusing Texan culture
I collaborated closely with our Design Director and team on customer journey mapping and RITE studies to capture H-E-B’s unique spirit. I also led the direction for new photography that showcased warm textures, cultural dishes, and iconic products—creating an unmistakably Texan experience that set H-E-B apart from competitors.
I collaborated closely with our Design Director and team on customer journey mapping and RITE studies to capture H-E-B’s unique spirit. I also led the direction for new photography that showcased warm textures, cultural dishes, and iconic products—creating an unmistakably Texan experience that set H-E-B apart from competitors.
Excellence under pressure
Excellence
under pressure
I led the design of the app’s core experience—completing about 70% of the design in just 4 months. Afterward, I worked closely with cross-functional teams to refine critical flows like cart, checkout, and the coupon experience. I also led design QA efforts to ensure a seamless, high-quality launch. The app not only met our one-year goal but also set a new standard for quality in the market—further solidifying H-E-B’s position as the #1 grocer in the nation.
I led the design of the app’s core experience—completing about 70% of the design in just 4 months. Afterward, I worked closely with cross-functional teams to refine critical flows like cart, checkout, and the coupon experience. I also led design QA efforts to ensure a seamless, high-quality launch. The app not only met our one-year goal but also set a new standard for quality in the market—further solidifying H-E-B’s position as the #1 grocer in the nation.
Key collaborators: Kayla McDermott, Marissa Dessanti, Matt Skoog, Caitlin Knauss, Manuel Gonzalez, Patrick Prine, Tiffany Duening, and Allegra Dimperio
Key collaborators: Kayla McDermott, Marissa Dessanti, Matt Skoog, Caitlin Knauss, Manuel Gonzalez, Patrick Prine, Tiffany Duening, and Allegra Dimperio
More of my work
More of my work
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Interested in working together?
Let's connect!
Let’s connect!
© 2025 Luis Gutiérrez