Grocery TV Website
Senior Visual Designer, 2023
Led a full website refresh, revamping UI/UX and translating the new brand direction into a cohesive, user-centric digital experience—improving engagement and increasing site sessions by 67% YoY.
Overview
Grocery TV is the leading in-store retail media platform, partnering with 120+ retailers across 6,300 stores to modernize shopping experiences and drive incremental revenue. Reaching 1 in 4 Americans where 90% of purchases happen, Grocery TV simplifies in-store media so retailers can focus on serving their customers.
As Grocery TV scaled, our existing website no longer clearly represented our brand’s evolving focus. The refresh aimed to:
Improve clarity around our offering and industry.
Simplify navigation and storytelling for dual audiences.
Reflect a more modern, credible, and professional brand identity.
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.
Discovery & research
I leveraged Google Analytics to understand how users navigated the website and pinpointed key areas where visitors dropped off. These insights directly informed adjustments to our sitemap and overall website structure, enhancing clarity and usability.
I collaborated closely with our Retail and Media sales teams to identify frequent questions and pain points from client meetings. By addressing these common themes upfront, we structured site content to proactively answer high-level inquiries, improving user understanding and engagement.
Storytelling
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.
Design & iterations
The overall look and feel was to be modern, intuitive, and professional — a reflection of our new brand direction.
I incorporated more imagery and videos to show how our products appear in-store and how brands can work with us— giving visitors contextual understanding at a glance.
With our product still evolving, the key challenge was clearly communicating our service offerings without being too vague or overly detailed. I explored various visual approaches to simplify and clarify how our products appear in-store.
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.