One shopping experience, customised for a family of grocery brands.
Albertsons runs some of America's best-known supermarket brands — Safeway, Vons, Acme, Shaws. With YML, I helped design a single app flexible enough to become any of them, without losing what makes each brand its own.
- Role
- UX & Visual Design
- Client
- Albertsons
- Partner
- YML
- Year
- 2020
Overview
Many brands, one foundation
Albertsons wanted one app that could be dressed up as each of its brands without rebuilding it every time. The goal was a seamless shopping experience that still let every brand keep its own personality.
I contributed UX, user research, visual design, and concept work.
The challenge
Consistent, but never generic
A shared app risks feeling like none of the brands it serves. The system had to flex — colour, tone, imagery — while keeping the underlying experience steady and familiar.
Approach
A design system that flexes
We built a cohesive design system that adapts to each brand through simple stylistic changes like colour, so a single codebase could feel native to every banner.
I also helped conceptualise in-store shopping features and a rewards system designed to keep shoppers coming back.
Outcome
A versatile, brand-ready platform
The app shipped as a genuinely adaptable solution — one experience, many brands, no compromise on usability.
In-store features added convenience and the rewards programme deepened loyalty, reinforcing Albertsons' position in a crowded market.
