Project Example
Hy-Vee Deals
The Problem:
How to convert print customers to digital deal collectors.
A large segment of Hy-Vee’s customer base is highly motivated by deals, both in price and Fuelsaver rewards.
The purpose of this project was to define how to begin mobile adoption of their deals, as the majority of customers were still relying on the delivery of their physical weekly ads and corporate had a goal of reducing print operations by the next fiscal year.
When I started working with Hy-Vee in 2015, collecting deals was a standalone website with clickable ads, disparate from their ecommerce and shopping list experiences.
By the end of my work with Hy-Vee in 2020, the three most important pillars (deals, grocery & lists) for Hy-Vee loyalty were united and measurable in their new omnichannel customer experience.
Note: The digitalization of deals was a major effort due to the shear volume of combinations and unique types of deals and the overlap of Hy-Vee generated coupons vs. manufacturer coupons.
Hy-Vee Mobile Prototype (2020)
It was important to the CMO that digital deals are as visually stunning and aligned with their print. Given the fast pace of weekly ads, we started with a vision and staged growth plan.
I designed a set of baseline modules to begin incorporating into their apps both for online ordering and the Hy-Vee deals app (previously separate).
Content Governance
As a handoff, I designed a content governance framework to provide Hy-Vee’s small but mighty Deals team with strategy and detailed guidance on how to technically execute Hy-Vee Deals on a weekly basis.
