H-E-B
H-E-B
Principal Product Designer • 2020
Principal Product Designer • 2020
1M
1M
sign ups
sign ups
$22M
$22M
revenue
revenue
~36%
~36%
digital mix
digital mix
4.7
4.7
app rating
app rating
Within the first three months
Within the first three months
The opportunity
The opportunity
H-E-B had something rare. People genuinely loved the brand. The stores felt familiar, trusted, and deeply tied to everyday life in Texas.
H-E-B had something rare. People genuinely loved the brand. The stores felt familiar, trusted, and deeply tied to everyday life in Texas.
As curbside and delivery became essential, the digital experience needed to match that. It had to feel just as intuitive and dependable as walking into one of their stores.
As curbside and delivery became essential, the digital experience needed to match that. It had to feel just as intuitive and dependable as walking into one of their stores.
Leading the build
Leading the build
I joined as the first Principal Product Designer to help build H-E-B’s in-house product team and lead the design of its first modern ecommerce app.
I joined as the first Principal Product Designer to help build H-E-B’s in-house product team and lead the design of its first modern ecommerce app.
I recruited over half of the product design team, managed four designers, and stayed deeply hands-on through launch. I led the core customer experience across shopping, checkout, quality, and creative direction in close partnership with product and engineering.
I recruited over half of the product design team, managed four designers, and stayed deeply hands-on through launch. I led the core customer experience across shopping, checkout, quality, and creative direction in close partnership with product and engineering.
Meeting the moment
Meeting the moment
We were building a new team while scaling quickly, navigating internal complexity, and moving fast with high expectations tied to a brand Texans care deeply about.
We were building a new team while scaling quickly, navigating internal complexity, and moving fast with high expectations tied to a brand Texans care deeply about.
When the app launched, it quickly became an essential service during the pandemic. It helped H-E-B meet the moment without losing what made people trust it in the first place.
When the app launched, it quickly became an essential service during the pandemic. It helped H-E-B meet the moment without losing what made people trust it in the first place.
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
Care/of
Realtor.com
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Realtor.com
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Realtor.com
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Get in touch
Get in touch
© 2026 Luis Gutiérrez