Grocery Outlet
Loyalty App Redesign + AI RecomMendations
Design Direction
Mobile UI
Design Systems
AI
Commerce
Industry
Retail and Grocery
Project
Backend and Enterprise UI
Client/Brand
Grocery Outlet
Overview
Grocery Outlet’s existing loyalty app offered limited functionality, low engagement, and no sense of reward or membership progression.
We set out to redesign the experience from the ground up – transforming it into a full end-to-end loyalty ecosystem that deepened user connection and reflected the brand’s value in every interaction.
Beyond improving usability, the redesign was a chance to reintroduce Grocery Outlet’s unique brand personality into the digital experience. The previous app felt generic and cluttered, missing the energy, optimism, and approachability that define the in-store experience. Our goal was to translate those brand values into a mobile product; through color, typography, motion, and tone – creating an interface that felt distinctly “Grocery Outlet” from the first tap.
Challenge
Before the redesign, the loyalty experience was fragmented and uninspired. Member tools were scattered across the app, there were no membership tiers or rewards to motivate participation, and the visual design lacked any sense of brand identity. The absence of a consistent system or design direction made the experience feel generic and disjointed. The challenge was to unify the experience, create a meaningful sense of membership, and craft a digital expression of Grocery Outlet’s brand that felt both intuitive and rewarding.
Approach
Led the redesign from strategy to execution, reimagining the app architecture to bring all loyalty tools into one destination where customers can view deals, track rewards, and discover savings.
The interface was rebuilt from the ground up around Grocery Outlet's bold identity, using the brand's palette, typography, motion, and micro-interactions to create a system that felt unmistakably on-brand and scalable across future features.
To drive engagement, we introduced an AI-driven recommendations engine surfacing personalized product suggestions and curated carousels based on shopper behavior. The design mirrored the in-store journey, from how categories are displayed to how deals are discovered, validated through user testing at every stage.
Outcome
The redesigned loyalty app delivers a cohesive, modern experience that unifies all member tools and reintroduces Grocery Outlet’s brand personality in the digital space. Customers now have a single, intuitive hub for rewards, deals, and personalized recommendations, making the experience both functional and fun.
By grounding the interface in a strong, consistent brand language, the app now feels like a true extension of the Grocery Outlet identity- confident, friendly, and easy to use. This alignment not only improved engagement but also strengthened brand recognition across digital and in-store touch-points.
Phase two of the project will build upon this foundation, introducing membership tiers, badges, and gamification elements to deepen loyalty and long-term engagement.
