Winn-Dixie App Redesign UX UI App Design

Winn-Dixie App Redesign


Alongside the launch of a new rewards program (American Express Plenti), Southeastern Grocers initiated a rebrand of their digital properties including the cross-platform Winn-Dixie App, which Shockoe had developed and maintained since 2014. This rebrand included new fonts, colors, an updated, cleaner style and additional functionality.


UI Design, Wireframes, User Testing, Interactive Prototype, High and Lo-Fi Designs, Icon Illustration



A UX designer and I started the process by creating a requirements list, turning that into workflow, then moving forward with creating wireframes. The wireframes showed how the new features (shopping list, new rewards program registration, onboarding) would be integrated with the current app's features. I introduced a new navigation structure by shifting a sidebar menu to a streamlined bottom navigation bar with internal tabbed content. After presenting to the client, I created low-fidelity screens and an interactive prototype that was used during in-person user testing. After reviewing the feedback from testing, I executed the necessary changes and introduced high-fidelity designs. I then converted the high-fidelity designs into prototypes and tested them prior to moving forward with development.


The rebranded app had a cleaner, easier to navigate flow and encouraged users to clip coupons, create shopping lists and sign up for their rewards program.