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
Making grocery shopping
easier for millions
Making grocery shopping easier for millions
H-E-B's app started without ecommerce, which created friction for millions of loyal customers. My goal was to change that. I led the design of a new curbside & delivery app, built from the ground up in under a year. My focus was on creating something that felt simple, familiar, and built with care.
H-E-B's app started without ecommerce, which created friction for millions of loyal customers. My goal was to change that. I led the design of a new curbside & delivery app, built from the ground up in under a year. My focus was on creating something that felt simple, familiar, and built with care.
Designed with Texas in mind
Designed with Texas
in mind
To ground the app in both user needs & Texan culture, I partnered with our Design Director & team on journey mapping, RITE studies, & user flows. I also led the visual direction for in-app photography, featuring warm textures, cultural dishes, & familiar products. The result was an experience that felt deeply local, emotionally resonant, & true to H-E-B’s identity.
To ground the app in both user needs & Texan culture, I partnered with our Design Director & team on journey mapping, RITE studies, & user flows. I also led the visual direction for in-app photography, featuring warm textures, cultural dishes, & familiar products. The result was an experience that felt deeply local, emotionally resonant, & true to H-E-B’s identity.
Moving quickly,
staying thoughtful
Moving quick,
staying thoughtful
I led the design of the app’s core experience, completing around 70% of the work within the first four months. After that, I partnered with cross-functional teams to refine key flows like cart, checkout, & coupons. I also oversaw design QA to ensure the final product met our bar for quality. We launched on time, & the app raised the standard across the industry. Helping reinforce H-E-B’s position as the number one grocer in the country.
I led the design of the app’s core experience, completing around 70% of the work within the first four months. After that, I partnered with cross-functional teams to refine key flows like cart, checkout, & coupons. I also oversaw design QA to ensure the final product met our bar for quality. We launched on time, & the app raised the standard across the industry. Helping reinforce H-E-B’s position as the number one grocer in the country.
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 app
Realtor.com vision
Care/of rebrand
Care/of app
Realtor.com vision
Care/of rebrand
Care/of app
Realtor.com vision
Care/of rebrand
Let's connect!
Let’s connect!
© 2025 Luis Gutiérrez