Website Refresh
UI/UX Designer
ClientYEARGrocery TV
2023
RoleLed a full website refresh, revamping UI/UX and translating the new brand direction into a cohesive, user-centric digital experience that improved engagement.
Overview
As part of a larger brand refresh, I set out to redesign the marketing site to better reflect who we are and clearly communicate our value. The previous site lacked clarity, both in navigation and in explaining our place within the retail media industry — a space that’s often unfamiliar to first-time visitors.
Previous website design back in 2022 (Network map missing in video)
Process
The goal was to create a more intuitive, visually-engaging experience that would resonate with both brands and retailers. Through collaboration with marketing, sales, and leadership, I designed a site that’s clear, modern, professional, and easy to navigate.
Clear messaging
We refined our messaging to better explain the industry and clearly position where Grocery TV fits within in-store retail media as our audience has limited awareness of the industry.
Elevate design
We aimed to refresh the overall look and feel to reflect our new brand direction — modern, clean, and professional.
Do more with less
We incorporated imagery and video to show how our products appear in-store and how brands can work with us— giving visitors contextual understanding at a glance.
User Flow + Sitemap
UX Design
UI Design (quick iterations)
3D Design (to highlight product offering)
Insights
This project was a balancing act between where the company was and where it was headed. At the time, our offering was still evolving, so we needed to communicate value without overcommitting to specifics — a challenge that shaped how we framed content across the site.
We were also designing for two distinct audiences: retailers and advertisers. I restructured the site’s flow and messaging to be clear and intuitive, no matter who landed on the site first. This reframing helped reduce friction and support more meaningful engagement across the board.
Lastly, this project reinforced the value of scalable systems. I built reusable components and templates that not only streamlined future updates but also empowered other teams to contribute confidently while maintaining consistency as the brand continues to grow.